Social media: a new way to success?
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Turku
2009
|
| Schriftenreihe: | Series KR / Turku School of Economics
2009,1 |
| Schlagworte: | |
| Online-Zugang: | Volltext Inhaltsverzeichnis |
| Beschreibung: | 53 S. |
| ISBN: | 9789522490735 |
Internformat
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Datensatz im Suchindex
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| adam_text |
Titel: Social media
Autor: Hopkins, Lee
Jahr: 2009
Contents
Executive summary.VII
About Ihe author.XI
Acknowledgements.XIII
Chapter 1: The birth of social media.1
Mitochondrial Eve.1
Media versus medium.2
Blogging.2
Podcasting.3
Video.4
Keeping the conversation flowing around the web.4
Cross-linking (aka 'link love').4
Extract from the Cluetrain Manifesto.5
Case study: BT's wiki.5
Wikis.6
Really Simple Syndication (RSS).8
Micro-blogging (aka Twitter).9
A web of monsters and aliens, as well as butterflies and angels.10
Chapter 2: The virtual world.11
Being versus doing.11
2.5-dimensional (2.5D).13
3-dimensional (3D) - Second Life.14
Case study: Accenture's island.14
Case study: Second Life Association of Certified Public Accountants (CPAs) - North America. 15
CPA of Australia.15
Educational uses of Second Life.17
Technical complexity of Second Life.19
Welcome to the dark side of Second Life's sweet shop, Luke.19
Rules of behaviour.20
IBM social computing guidelines.22
Alternatives to Second Life.,.23
LiveWorld social media content guidelines.23
Managing time wasting and virtual rabbit holes.24
uoments
27
Demographics and inferred psychographics.
Policing kids' worlds. 07
Adult worlds.
Organisational leadership and World of Warcraft.
Show me the money.
Recent investments in virtual worlds.
33
Chapter 3: Social marketing.
The difference between social networking and social marketing.
Johnson Johnson and Motrin take social media into the mainstream.J4
Staying on top of the mountain of social media tools.
Monitoring the social sphere.
Contributing to the social sphere.
Examples of social media mishaps.
Chapter 4: Social media strategy.47
Good communication is not the goal.4a
Culture, change and communication.^
The strategic planning process -from the beginning.*'
Pre-step A - establishing a vision.^9
Pre-step B -a 'where are we now' analysis.4"
Pre-step C- 'your mission, should you choose to accept it'.50
The communicator's four-step strategy process.50
Examples of some great (if often, overly verbose) mission statements.51
Examples of some not-so-great mission statements.53
Social media is not a magic bullet.,.,.55
What social media cannot do.56
What social media can do.57
Case study: Motrin.57
Measuring and evaluating social media initiatives.,.,.59
How to effectively engage in the social media landscape - the MAIL method.60
Rinse and repeat,.62
The dreaded ROl question and how to get the CFO on board.62
Assessing the layout of the land.„.64
Chapter 5: The three social media tools and the seven social networking sites you need to
know about.,.,.,,.„._.(,7
Delicious.,.67
Digsby.#.68
Facebook.„.69
FeedDemon.73
Ltnkedln.,.t. # .75
MySpace,., , 76
MySpace user testimonials. .„,.,».,.,.,. ,, .77
N
Social Media; The New Business Communication Landscape
The socio-economic divide between MySpace and Facebook.77
Case study: Genocide Intervention Network (Gl-Net) - social media for non-profit organisations.78
Ning.78
ShareThis.80
Twitter.80
YouTube.83
YouTube at work - do we or don't we?.84
Chapter 6: Everything old is new again.85
The five psychological drivers of generations X and Y.85
So where does this leave us?.88
Appendix: Recommended resources and glossary.89
Blogs.89
Podcasts/vidcasts.90
Books.90
Glossary.91
Index.95 |
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| title | Social media a new way to success? |
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