Table of Contents
I SOCIAL MEDIA PROGRAM DEVELOPMENT
Evolution, Human Nature, and the Inevitable Socialization of Business
Moving Beyond Channels: Social Media vs. Social Communications
Why Social Media Matters to Business
Influence and Media: Lateral vs. Vertical Forces
2 Aligning Social Media to Business Goals
Social Media’s Value to the Organization
Differentiating Between Strategy and Tactics
Differentiating Between Goals and Targets
Tying a Social Media Program to Business Objectives
How to Create a Roadmap by Turning Goals into Targets
The Top Five Business Functions That Can Be Easily Enhanced by a Social Media Program
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