Social Media Marketing

(^19) ■ THE S OCIAL W EB AND E NGAGEMENT Collaboration Finally, at the top of the set of the core social-business building block ...

20 c h a p t e r 1 : SOCIAL M EDIA AND C USTOMER E NGAGEMENT ■ with packaging designers for kids’ toys—your business can literal ...

(^21) ■ THE O PERATIONS AND M ARKETING C ONNECTION your brand, product, or service to spread their experiences for the purpose o ...

22 c h a p t e r 1 : SOCIAL M EDIA AND C USTOMER E NGAGEMENT ■ Operations Marketing Customers Social Business Figure 1.3 The Mar ...

(^23) ■ THE O PERATIONS AND M ARKETING C ONNECTION and everyone within the organization is visibly responsible for the overall p ...

24 c h a p t e r 1 : SOCIAL M EDIA AND C USTOMER E NGAGEMENT ■ together and built some internal support. Otherwise, you’ll quick ...

(^25) ■ Review and Hands-On ANDS -O N Who is that larger team, and how do you build it? The answers may surprise you: Your best ...

26 c h a p t e r 1 : SOCIAL M EDIA AND C USTOMER E NGAGEMENT ■ application of the same technologies at a “whole-organization” le ...

(^27) ■ REVIEW AND H ANDS -O N Hands-On: Apply What You’ve Learned Apply what you’ve learned in this chapter through the followi ...

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(^29) ■ T H E N E W R O L E O F T H E C U S T O M E R 2 The New Role of the Customer The Social Web visibly connects your busine ...

30 c h a p t e r 2 : THE N EW R OLE OF THE C USTOMER ■ The New Role: Social Interactions The “social” in “Social Web” implies mo ...

(^31) ■ THE NEW ROLE: SOCIAL INTERACTIONS employees of a business—the likelihood of meaningful interaction, of collaboration, is ...

32 c h a p t e r 2 : THE N EW R OLE OF THE C USTOMER ■ of exactly this sort of content creation and sharing. The result is a hig ...

(^33) ■ THE N EW R OLE : S OCIAL I NTERACTIONS Club Membership Brings Expectations In the preceding discussion of relationships ...

34 c h a p t e r 2 : THE NEW ROLE OF THE CUSTOMER ■ Social Computing Policies A clear policy for organizational adoption of soci ...

(^35) ■ THE N EW R OLE : S OCIAL I NTERACTIONS individual community members. This is directly analogous to the way personal repu ...

36 c h a p t e r 2 : THE N EW R OLE OF THE C USTOMER ■ collaborative social program, pay specific attention to the design of the ...

(^37) ■ CUSTOMER R ELATIONSHIPS : CRM G ETS S OCIAL sites, collected through social analytics tools, for example, can provide re ...

38 c h a p t e r 2 : THE N EW R OLE OF THE C USTOMER ■ between people, on relationship management, and on the study of the life ...