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The Social Executive: How to Master Social Media and Why its Good for Business

Book Description

Social media is not about social media. It's about leadership and connections.

Billions of conversations are taking place in social networks every day. But for busy executives and business owners, time constraints make it hard to dedicate time to demystifying these communication opportunities. In The Social Executive, readers are given evidence-based, data-driven strategies for mastering social media, and using it to enable business success. This book's easy, straightforward, practical style ensures that you will gain a solid working platform in the shortest amount of time possible. The focus is on the reasons why social media is important for executives, and how it aligns perfectly with business strategies.

The Social Executive is for analogue people who know they need to be digital but need a guiding hand - the book is a safety net - it's saying - we will guide you there - we will tell you why - we will tell you how - let us help you to remain relevant and become more influential - it's about human communication.

It gives the tips and tools to adapt to new online environments, and the confidence to use them to build credibility, authority deeper and new business relationships.

Written by Dionne Kasian-Lew, an expert who has advised many executives on the topic of corporate social media use, this resource also helps professionals pinpoint the most important social networks to invest time in, and explores which platforms are best suited for various communication goals.

  • Brings together strategy and concrete actions, so can learn not only the most rewarding approaches, but how best to carry them out

  • Delves into the benefits of a strong presence on the most popular social networks, including Twitter, LinkedIn, SlideShare, Pinterest, Instagram, Google+ and YouTube

  • Presents hard evidence that shows the positive results of investing time and energy in social networks

  • Focuses on the most important aspects of social networks that can be learned in a short period, and is designed for busy professionals

  • Social networks represent a powerful way to make connections and draw attention and interest to your company. This resource can help you hit the ground running and become social media savvy efficiently and effectively.

    Table of Contents

      1. A note on terminology
      2. Let’s fix this problem
    1. Part I: Why is social media important?
      1. 1 Gargantuan and growing: the digital economy
        1. How connected are we?
        2. How do we connect?
        3. So what is the digital economy?
        4. And what’s it worth?
        5. Future growth
        6. Digital literacy is the new financial literacy
        7. Chapter summary
      2. 2 Six damaging myths about social media
        1. Myth #1: Social media is a fad
        2. Myth #2: Social media is about posting photos of what you ate for lunch
        3. Myth #3: Social media is for code monkeys
        4. Myth #4: Social media is for people under 25
        5. Myth #5: Social media is for marketing
        6. Myth #6: There’s no ROI on social media
        7. Chapter summary
      3. 3 Mindshift: from ‘so what’ to ‘social’
        1. Traditional business practices
        2. The unprecedented, accelerating speed of change
        3. High uncertainty and ambiguity
        4. Fear
        5. Chapter summary
      4. 4 The high cost of social executive absenteeism
        1. Chapter summary
      5. 5 Double jeopardy: why you can’t not be there
        1. You can be drawn in
        2. New media allows people to speak out
        3. People in your organisation use it
        4. The law says so
        5. Chapter summary
      6. 6 Professional development at the digital frontier
        1. Open learning
        2. MOOCs
        3. Code: a future language in the future of business?
        4. Crowdsourcing: business opportunity or business threat?
        5. Crowdfunding
        6. Gaming
        7. Customer service and care
        8. Crisis management
        9. Open government
        10. Chapter summary
    2. Part II: How do I use it?
      1. 7 Why you must own your digital and social media assets
        1. Defensive: parody, spoofs, impersonation and digital hijacking
        2. Online reputation management
        3. Forward-looking: activate a social media presence when the time is right for you
        4. Over-sharing and the future of reputation
        5. Professional privacy
        6. Chapter summary
      2. 8 Set the bar: social media benchmarks
        1. Klout: the standard for influence
        2. Kred: a transparent influence measure
        3. Chapter summary
      3. 9 Twitter: the global brain index
        1. The backstory
        2. Remember the library
        3. A Twitter case study: bringing ideas to life
        4. Twitter for professional development
        5. Social issues
        6. Learning by doing: Twitter 101
        7. The anatomy of Twitter
        8. The anatomy of a tweet
        9. Retweeting
        10. Replying
        11. Building your Twitter influence
        12. Building lists
        13. Weekly hygiene
        14. Checklist
        15. Twitter bootcamp
        16. Chapter summary
      4. 10 Lock in LinkedIn: a new, global business lunch
        1. Social HR
        2. Case studies
        3. Social issues
        4. Me 3.0
        5. Let’s go — LinkedIn
        6. Build a profile
        7. Use your LinkedIn URL to build influence
        8. What are groups and should I join them?
        9. Who is checking me out?
        10. Create a Company Page
        11. SlideShare
        12. Can I outsource my LinkedIn engagement?
        13. LinkedIn bootcamp
        14. Chapter summary
      5. 11 SlideShare: it’s a pump class for PowerPoint
        1. Socialised PowerPoint
        2. Case studies
        3. Social issues
        4. Me 3.0
        5. Let’s go — SlideShare
        6. Getting started
        7. Grow your network
        8. SlideShare bootcamp
        9. Chapter summary
      6. 12 Google Plus: your social rolodex
        1. The backstory
        2. Important issues
        3. Case studies
        4. Me 3.0
        5. Let’s go — Google Plus
        6. The Google Plus landscape
        7. Creating a profile
        8. People
        9. Communities
        10. Events
        11. Hangouts
        12. Pages
        13. Google Local
        14. Google Plus bootcamp
        15. Chapter summary
      7. 13 Facebook: your new lounge
        1. The backstory
        2. The impacts on business
        3. Me 3.0
        4. Let’s go — Facebook
        5. Facebook bootcamp
        6. Chapter summary
      8. 14 Executive Ecosystem: curate, automate, bring it together
        2. Setting up
        3. Chapter summary
      1. The Social Executive promise fulfilled
      2. Your social strategy
      1. Social media etiquette
      2. Checklists
    3. So, what's next?
    4. Learn more with practical advice from our experts
    5. End User License Agreement