Social media audits: achieving deep impact without sacrificing the bottom line
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam [u.a.]
Chandos Publ.
2014
|
| Schriftenreihe: | Chandos publishing social media series
14 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 293 S. graph. Darst. |
| ISBN: | 9781843347453 1843347458 |
Internformat
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| 100 | 1 | |a Gattiker, Urs E. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Social media audits |b achieving deep impact without sacrificing the bottom line |c Urs E. Gattiker |
| 264 | 1 | |a Amsterdam [u.a.] |b Chandos Publ. |c 2014 | |
| 300 | |a XVI, 293 S. |b graph. Darst. | ||
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| 490 | 1 | |a Chandos publishing social media series |v 14 | |
| 650 | 4 | |a Social media / Auditing | |
| 650 | 4 | |a Internet marketing / Auditing | |
| 650 | 4 | |a Benchmarking (Management) | |
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Datensatz im Suchindex
| _version_ | 1804152298054615040 |
|---|---|
| adam_text | Titel: Social media audits
Autor: Gattiker, Urs E
Jahr: 2014
Contents
List of figures and tables xi
About the author xiii
Preface xv
Introduction 1
1.1 Business context matters 2
1.2 Where are we going? 3
Part 1 - Setting the stage, or what it s all about 13
1 Looking under the hood 15
1.1 Social media: A workable definition 16
1.1.1 What is digital media? 16
1.1.2 What is social media? 17
1.2 Why context matters 19
1.2.1 Consumer versus capital goods 20
1.2.2 Industry 21
1.2.3 Business size 21
1.3 Strengths, weaknesses, opportunities and threats (SWOT) 24
1.3.1 Looking under the hood 26
1.3.2 SWOT analysis done: Now what? 28
1.4 Your social media purpose 29
1.4.1 Why? 30
1.4.2 What? 30
1.4.3 How? 32
1.4.4 Where? 32
1.5 Where we stand 33
1.6 Conclusion 34
References 35
Appendix la Ropes to skip 36
2 Who is driving? 39
2.1 Social capital 40
2.1.1 Geographical proximity and friendship 41
2.1.2 How the strength of ties matters in social networking 42
2.2 Social sharing 45
2.2.1 Why social sharing could fail you 46
2.2.2 Is anybody listening? 47
2.3 Brand and reputation 48
2.4 Do we blast or engage? 50
2.4.1 Engagement is not scalable 51
2.5 Why social media can fail us 53
2.6 Taking inventory: Skill-sets matter 57
2.6.1 What now: Does our team cut it? 58
2.7 Conclusion 59
References 60
Appendix 2a Avoiding the epic fail: Manage your social media
engagement 62
3 Plan your trip 65
3.1 Target audience 66
3.1.1 Why targeting content matters 67
3.2 Improving the customer experience 69
3.2.1 Where can we offer better value? 71
3.2.2 What does the customer value, and why? 72
3.3 Walk the walk 74
3.3.1 What is engagement? 75
3.3.2 Thriving engagement requires a conversation 76
3.3.3 Usability is king - not engagement 77
3.4 What kinds of interactions help clients most? 78
3.4.1 Give me choices 80
3.5 Shortened URLs have no shelf-life 80
3.6 The importance of positioning in the purchase cycle 85
3.7 Conclusion 87
References 88
Appendix 3a Starting off on the right foot 90
Part 2 - Driving with better benchmarks: The data game 93
4 Start your engine 97
4.1 Customers can work magic on your staff 98
4.2 Strategy 100
4.3 What is a workable social media strategy? 102
4.3.1 Skills management and training 103
4.4 If necessary, shift strategy 103
4.5 Where are we now? 105
4.6 E-marketing - paid versus earned media 107
4.7 Customers are not always the end-users 110
4.8 Know the conversation - and own it 110
4.9 The strategy: Saving the client time and/or money 111
4.9.1 Static is bad 112
4.9.2 Fulfil a need 113
4.9.3 Going viral 113
4.9.4 Spam 115
4.10 Decide which platforms to use 115
4.11 Set a budget and give your team the right tools 117
4.12 Failure to listen 119
4.13 Conclusion 121
References 123
Appendix 4a Client focus: Seven fallacies 124
5 Drive: Move beyond impressions 127
5.1 What is the purpose of data collection? 128
5.1.1 Purpose drives data collection and analysis 129
5.2 Using a framework: Business analytics 131
5.3 Statistics and type of analysis 134
5.4 Variables needed for measurement 137
5.4.1 How do macro and micro conversions fit in? 138
5.4.2 Developing actionable metrics 142
5.5 Finding metrics that suit our data crunching needs 144
5.6 Is a picture worth a thousand words? 147
5.6.1 Something does not add up: Reporting to management 149
5.6.2 Simplicity is the key to comprehension 149
5.6.3 What if data does not add up because of audience
innumeracy? 150
5.7 Conclusion 151
References 152
Appendix 5a Measurement: When less is more 154
6 Quick tune-up 161
6.1 Manage and monitor the process cycle 162
6.2 Monitor process quality 164
6.3 Assess resource adequacy 165
6.4 The magic of good service 166
6.4.1 Quality exit survey 168
6.4.2 Follow up 168
6.4.3 Useful content matters 169
6.5 Assess and review performance 170
6.5.1 Methods of evaluation - putting data in context 171
6.5.2 What is the data source? 172
6.5.3 Customer focus 174
6.6 Improving processes and performance 176
6.6.1 Analysing data before making changes 176
6.6.2 Key drivers: Beauty is in the eye of the beholder 177
6.6.3 Implementing and managing the change process 179
6.7 Do the numbers really add up? 180
6.7.1 Managing mistakes, non-conformities, and
record-keeping for compliance 180
6.7.2 Benchmarks, accountability, and outlook 181
6.8 Conclusion 182
References 184
Appendix 6a Preparing for the Dakar Rally: The monitoring and
analytics journey 186
Part 3 - With traction and insight, everything is obvious 189
7 Case study - Bakery 195
7.1 Purpose of social media use 196
7.2 Define your target audience 197
7.2.1 Social media inventory 197
7.3 Sometimes, rules are meant to be broken 199
7.4 Accelerating the learning curve 200
7.4.1 Launching Twitter 200
7.5 Strategy and key drivers 201
7.5.1 Get a test group 202
7.5.2 Learn, adjust, and roll out fully 202
7.6 Assess and review: You cannot beat free 205
7.6.1 Rewarding regulars while attracting new clients 205
7.6.2 Free to try, pay to play 206
7.6.3 Twitter banter to increase engagement and improve service 206
7.7 Actionable metrics 207
7.7.1 Presenting findings to management 210
7.8 Quality management and improvement 211
7.8.1 Visuals 211
7.9 Conclusion 212
References 215
Appendix 7a Learn to walk before you sprint 216
Appendix 7b On successful social media use 219
8 Case study - Hospital 221
8.1 Social media audit: Inventory 222
8.1.1 Business context 222
8.1.2 Inventory: Communication 224
8.1.3 Beginning to create and share content 225
8.2 Reviewing customer experience and performance 227
8.3 Improving process and performance 228
8.3.1 Learning from best practice 228
8.3.2 Improving findability 229
8.4 Honing relevance for better social sharing and engagement 230
8.5 Improving impact 231
8.5.1 Give me the numbers: Actionable metrics, anyone? 232
8.5.2 Why are social media and social sharing so slow? 233
8.5.3 Is Facebook working for us? 234
8.6 Improving the process: Many quick steps make a difference 238
8.6.1 Social sharing 240
8.7 Conclusion 242
References 245
Appendix 8a Making sense of data and improving social media use 246
9 Conclusion 249
9.1 The ropes to skip 250
9.2 Talking the talk without walking the walk 255
9.3 Doing homework improves performance 257
9.4 How to avoid being the next social media screw-up 260
9.5 Social media brings increasingly demanding customers 264
9.6 Conclusion 266
References 269
Appendix 9a Context matters 270
Appendix 9b Social media crisis management: A no-nonsense guide 273
Index 281
|
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| illustrated | Illustrated |
| indexdate | 2024-07-10T01:08:29Z |
| institution | BVB |
| isbn | 9781843347453 1843347458 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027369652 |
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| series | Chandos publishing social media series |
| series2 | Chandos publishing social media series |
| spelling | Gattiker, Urs E. Verfasser aut Social media audits achieving deep impact without sacrificing the bottom line Urs E. Gattiker Amsterdam [u.a.] Chandos Publ. 2014 XVI, 293 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Chandos publishing social media series 14 Social media / Auditing Internet marketing / Auditing Benchmarking (Management) Chandos publishing social media series 14 (DE-604)BV041767390 14 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027369652&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gattiker, Urs E. Social media audits achieving deep impact without sacrificing the bottom line Chandos publishing social media series Social media / Auditing Internet marketing / Auditing Benchmarking (Management) |
| title | Social media audits achieving deep impact without sacrificing the bottom line |
| title_auth | Social media audits achieving deep impact without sacrificing the bottom line |
| title_exact_search | Social media audits achieving deep impact without sacrificing the bottom line |
| title_full | Social media audits achieving deep impact without sacrificing the bottom line Urs E. Gattiker |
| title_fullStr | Social media audits achieving deep impact without sacrificing the bottom line Urs E. Gattiker |
| title_full_unstemmed | Social media audits achieving deep impact without sacrificing the bottom line Urs E. Gattiker |
| title_short | Social media audits |
| title_sort | social media audits achieving deep impact without sacrificing the bottom line |
| title_sub | achieving deep impact without sacrificing the bottom line |
| topic | Social media / Auditing Internet marketing / Auditing Benchmarking (Management) |
| topic_facet | Social media / Auditing Internet marketing / Auditing Benchmarking (Management) |
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