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The Executive's Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business Hardcover – February 8, 2011


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Browse a bonus chapter (PDF) from The Executive's Guide to Enterprise Social Media Strategy that introduces the importance of corporate social media planning.

Product Details

  • Hardcover: 204 pages
  • Publisher: Wiley; 1 edition (February 8, 2011)
  • Language: English
  • ISBN-10: 0470886021
  • ISBN-13: 978-0470886021
  • Product Dimensions: 6.4 x 0.8 x 9.3 inches
  • Shipping Weight: 14.1 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #1,356,880 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

In the time it takes you to read this paragraph, thousands will tweet, post, download, or upload on the Internet. Today's super-wired, always-on, live-life-in-public citizens of the world depend on social media, and they flock to businesses with social media presences that meet their needs and engage them in meaningful conversations.

Essential reading for business leaders eager to redefine the rules of the game, The Executive's Guide to Enterprise Social Media Strategy quickly brings your business up to speed on the most effective social media strategies. Based on dozens of in-depth interviews with top executives and thought leaders at major corporations including IBM, Salesforce.com, Accenture, Intuit, SocialText, Newell Rubbermaid, H&R Block, Mayo Clinic, and SAS, this book reveals:

  • The impact of newer social collaborative technologies on society, culture, and business

  • Nuts-and-bolts guidance for successful corporate social media strategies

  • Crucial topics such as the value proposition of social media, metrics, costs, ROI, staffing, and more

  • How to develop your own internal corporate social media strategy

  • Why your social media program will only work if it's aligned with your organization's goals and objectives

It's real. Social media is revolutionizing the way we do business—and the revolution has only started. Entertaining, useful, and intentionally provocative, this book is your executive bible for social media strategy planning for internal use within your company. Whether you're trying to convince executives of social media's worth or if you want to determine which social media tactics you can be using now to grow your business, The Executive's Guide to Enterprise Social Media Strategy shows you how to get up and running with social media and stay ahead of your competition.

From the Back Cover

"This book is an 'executive summary' of the e-social revolution, as it applies to business. Thomas and Barlow have distilled the most thrilling and life-changing technological revolution that any of us will witness in our lifetimes into a clear-eyed set of 'nothing-but-the-facts-ma'am' data points for business managers. A great read, well worth the effort."
Don Peppers and Martha Rogers, PhD, coauthors of Rules to Break and Laws to Follow

"Forget all the social media buzzwords! Dave and Mike cut through the social sphere hype with this practical guide helping you hone in on making social media a vital business success tool. After reading David and Mike's book, you will understand why you need to integrate your efforts in social media with your overall business objectives. Through new (not-your-everyday-Zappos-Dell-Facebook-example) and varied case studies, analytical direction, and measurement insights, Dave and Mike's book provides the fundamental strategies for your brand to truly connect with people via social media."
Zena Weist, Director, Social Media, H&R Block

"Thomas and Barlow have nailed it. I wish I'd written this book."
Chris Brogan, coauthor of Trust Agents

"As a social media strategist for a large brand, I understand the challenges companies face integrating social media. This book presents practical solutions in a way that makes sense for large enterprises."
Bert DuMars, Vice President, E-Business and Interactive Marketing, Newell Rubbermaid, www.newellrubbermaid.com

"Lots of companies try their hands at social media and are unhappy with the results because they don't do their homework. Success in social media comes from smart preparation and making sure your online actions support your key business objectives. This book lays out the groundwork in a way that's easy for companies to understand and implement."
Justin Levy, author of Facebook Marketing: Designing Your Next Marketing Campaign

"Many enterprises continue to treat social media as a box they'd rather not open. With The Executive's Guide to Enterprise Social Media Strategy, David Thomas and Mike Barlow not only provide organizations with the keys to that particular box, but also clear, actionable strategies for dealing with its contents. The payoff: happier customers, better products and services, and a potentially enormous trove of valuable business intelligence. Highly recommended."
Tom Webster, Vice President, Strategy, Edison Research


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Customer Reviews

4.8 out of 5 stars
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I found the book entertaining and educational, which is a potent combination.
G. Helmer
If your goal is getting the most out of social media, this book will definitely help you develop a practical strategy and choose the right tactics.
P Carpenter
I also like the success stories from real companies - this book has been well researched.
Tselani Richmond

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By ronnie56 on February 26, 2011
Format: Hardcover
Let's start with the bottom line: I am a social media sponge, and read everything I can get my hands on to stay current, so I didn't expect to gain a new perspective from this book. Also, because of the sober title, I wasn't expecting a fun read. I was wrong on both counts! Mike Barlow and Dave Thomas have created a valuable guide that I will refer back to often.

Now, the reason why: it is incredibly valuable to have a window on the best social media practices of larger enterprises. Barlow and Thomas have created a comprehensive guide, perfectly illustrating how top companies go about implementing social media strategy across an organization: from gaining buy in at the top, to finding enthusiastic evangelists within the organization with the right skills to champion adoption, to selecting the right tools, creating the content that works and measuring how things are working.

The authors have ferreted out great examples, and covered them in depth. Every chapter offered the experiences of a diverse group of companies, but to cherry-pick a few: I loved reading about the authentic connections that Newall Rubbermaid forged with their customers, across 3 very different businesses; there is also a mindblowing comparison of traditional vs. virtual results for one of Cisco's new product launches; and it is eye-opening how the Mayo Clinic reshaped the face of traditional PR, to disseminate info in ways that could literally change people's lives.

If there was one major AHA! moment for me, it had to be the sample corporate social media policy from Intuit, found in the Appendix. What a gem, worth the cost of the book and then some! Compared to the corporate social media policies I have seen, this is a refreshing departure.
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4 of 4 people found the following review helpful By Carolyn A. Monaco on March 3, 2011
Format: Hardcover
Put this book at the top of your list. Here's why: It'll give you what you need, really, to convince your boss (even or your clients) that a smart social media strategy generates results with measurable ROI. Really. Mike Barlow and David Thomas make a strong, logical case for social media as a business driver, inside and outside of the corporate firewall. The book also includes some wonderful (and highly entertaining) case studies that you can plug into your next presentation or meeting. What I appreciate is that this book is practical, tightly focused and stays on target. I'd say it delivers good value for socal media practitioners at every level. Buy a copy, and get your highlighter ready!
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4 of 4 people found the following review helpful By Roger W. Meyer on February 15, 2011
Format: Hardcover
If the revolutionary effects of social media in the Middle East haven't made your business take notice of the power of social media then this book will. It's packed with useful case studies and written in a language decision-makers will understand. It's the perfect book for those looking to make the case to their client or boss why it's Social Media or the dark ages.

I 100% recommend it.
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4 of 4 people found the following review helpful By Matthew Chamberlin on March 9, 2011
Format: Hardcover
This book is terrific. I feel like I have read just about every book, blog post, magazine and newspaper article about social media, but "The Executive's Guide to Enterprise Social Media Strategy" rises to the top of the heap.

It moves seamlessly from the theoretical to the practical, offering real world examples of how companies have integrated social media into their overall communications strategies. The companies are ones we are all familiar with (H&R Block, IBM, Old Spice, etc.) and most of the examples should also be familiar to the reader. The book offers an inside look at how those companies arrived to where they are now in terms of their overall social media presence, including the some of the missteps made along the way.

For the C-level reader, or for the consultant looking to make inroads to the C-level, all the bases are covered, including: the current state of the social media union, how to figure out what makes sense for your industry, creating internal guidelines, staffing and structure, measurement and analytics, how to define success, social media for B2B companies... in short, nothing is left out.

The writing style is peppy and humorous, and while it sometimes skimps on detail, the authors take pains to include external resources should the reader choose to dig down deeper.

All in all, a first rate book on a topic that everyone wants to know more about. As someone who does social media consulting for businesses for a living, I am seriously considering making this required reading for all clients. (Just kidding...sort of.)

Perhaps the most noteworthy thing about this book is that they managed to write an ENTIRE book about social media for the enterprise, and they only mentioned Zappo's ONCE.
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4 of 4 people found the following review helpful By Ruth P. Stevens on March 6, 2011
Format: Hardcover
Having worked in large enterprises the first half of my career, I appreciate how hard it is for them to get things done. Especially tough to be nimble and responsive to massive shifts like social media. This book addresses the problem head on--with practical, detailed steps, backed by logic and plenty of examples. Plus, it's a smooth read, very welcome in the world of business books.
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4 of 4 people found the following review helpful By David Liebsch on March 4, 2011
Format: Hardcover Verified Purchase
As a retired company president, I have a long history of looking for books that explain "the next best thing." Most of the time they're written by insiders for wannabe insiders. Not this one. Here's a clear, absorbing narrative that tells the boss how to use social media to advance the business, and why. Get copies for your entire management committee, and ask the CFO to review it at the next meeting.
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