Index
A
access to market research, 133
accuracy in market research, 133-134
acquiring new customers
acquisition costs, 249-252
overview, 19
activity timelines, 227-228
adoption of social media, 59
centralized social media management model, 67-68
decentralized social media management models, 68-70
focused adoption, 60
genesis model, 62
operational adoption, 60-61
operational integration, 61-62
pirate ship model, 62-64
skunkworks program, 64-66
test adoption, 59
advertising, 143-144
agency partners, 94
analysis, 196-197
acting on performance data, 271-275
program validation, 268-270
angry customers
conflict resolution, 168-171
listening to, 171-172
anti-defamation guidelines, 90-91
auditing company via search engines, 129
auto-DMs, 142
B
bad customer ...
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