The Social Media Strategist: Build a Successful Program from the Inside Out

INDEX

Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.

Accountability, 53

Active network involvement, 52–56

Adams, Scott, 111

Alaska Airlines, 36

Alix Partners, 237, 238

Ambiguity, 26

Apollo 13 (film), 196

Arickx, Randy, 236

Armstrong, Heather, 207

Audience

active involvement with, 52–56

choice of content by, 10–11

and corporate self-protection, 101–3

inside the company, 50

interaction with, 12

for local events, 190–92

meeting needs and expectations of, 261

outside of the company, 50

at social media events, 162–67

Authenticity, 14

Authority

clear lines of, 32–33 (see also Ownership ...