Contents at a Glance
I SOCIAL MEDIA PROGRAM DEVELOPMENT
2 Aligning Social Media to Business Goals
3 Planning for Performance Measurement
4 Establishing Clarity of Vision, Purpose, and Execution
II SOCIAL MEDIA PROGRAM INTEGRATION
5 Understanding How Social Media Plugs into the Organization
7 Establishing Social Media Guidelines for the Organization
8 Laying the Operational Groundwork for Effective Social Media Management
9 The New Rules of Brand Communications in the Age of Social Media
III SOCIAL MEDIA PROGRAM MANAGEMENT
11 Social Media and Digital Brand Management
12 Real-Time Digital Support: Fixing Customer Service Once and for All
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