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Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization

By Olivier Blanchard

Published by Que

Published Date: Feb 22, 2011

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This is the Safari online edition of the printed book.

Discover exactly how to manage and measure your social media efforts, understand your true ROI - and maximize it


  • The first book about social media written by a business executive for executives
  • Connects the dots between program development, integration, management, and business impact
  • Clearly explains how to effectively integrate Social Media into long-term business programs, short-term campaigns, and brand initiatives
  • Foreword by Chris Brogan, afterword by Guy Kawasaki

    Social Media ROI shows exactly how to make social media work for business, measure the results, and optimize them. Globally renowned brand strategist and marketing executive Olivier Blanchard shows how to connect the dots between social media strategy, program development, integration with other short- and long-term initiatives, execution, and business impact - both financial and non-financial. Both a practical social media training tutorial and an A-Z desk reference, this book is organized to provide fast answers to specific questions -- ranging from defining metrics and organizational guidelines to earning followers and managing crises. Coverage includes: " Getting started: "listening before talking" " Aligning social communications to business goals " Planning for performance measurement " Managing F.R.Y. (Frequency, Reach and Yield) " Laying the operational groundwork for effective social media management " Integrating Social Media into long-term programs, short-term marketing campaigns, and any brand initiative " Using social media to deliver real-time customer support " Leveraging mobility and the "on-the-fly" social media culture Blanchard presents proven solutions and techniques for everyone with social media responsibilities in companies of all kinds, from startups and small businesses to the Fortune® 500.

    Table of Contents

    Foreword by Brian Solis


    Chapter 1: Creating the Social Company     3

    Evolution, Human Nature, and the Inevitable Socialization of Business     4

    Moving Beyond Channels: Social Media vs. Social Communications     7

    Why Social Media Matters to Business     7

    Influence and Media: Lateral vs.Vertical Forces     9


    Chapter 2: Aligning Social Media to Business Goals     13

    Social Media’s Value to the Organization     14

    Differentiating Between Strategy and Tactics     15

    Differentiating Between Goals and Targets     15

    Tying a Social Media Program to Business Objectives     16

    How to Create a Roadmap by Turning Goals into Targets     17

    The Top Five Business Functions That Can Be Easily Enhanced by a Social Media Program     18

    Sales     18

    Customer Support     20

    Human Resources     22

    Public Relations     23

    Business Intelligence     24

    Social Media for Nonprofits     24

    Outcomes     24

    Member Support     25

    Human Resources     25

    Public Relations     26

    Member Loyalty     26


    Chapter 3: Planning for Performance Measurement     29

    Tools, Methodologies, and Purpose     30

    Selecting Adequate Social Media Measurement Software for Your Program     30

    Key Performance Indicator (KPI)      32

    Social Media and Sales Measurement: F.R.Y.      35


    Chapter 4: Establishing Clarity of Vision, Purpose, and Execution     41

    Getting Top-Down and Bottom-Up Buy-In Throughout the Organization     42

    Change Management, Social Media Style     48

    Myth Number 1: Social Media Is a Waste of Time     49

    Myth Number 2: Social Media Is Complicated     49

    Myth Number 3: Anyone Can Do That Job     50

    Myth Number 4: Social Media Is the Shiny New Thing. Two Years from Now, That Bubble Will Burst     50

    Myth Number 5: I Am Going to Have to Change the Way I Work     51

    Laying the Groundwork for Integrationand Management     52


    Chapter 5: Understanding How Social Media Plugs into the Organization     57

    Creating Structure: Your First Social Media Process Mapping Draft     58

    Understanding the Four Phases of Social Media Adoption     59

    Phase One: Test Adoption     59

    Phase Two: Focused Adoption     60

    Phase Three: Operational Adoption     .60

    Phase Four: Operational Integration     61

    Genesis vs. Pirate Ships: Social Media Integration Models     62

    From Skunkworks to Full Deployment of a Social Media Structure     64

    Centralized vs. Decentralized Social Media Management Models     .67


    Chapter 6: The People Principle     71

    Hiring, Training, and Certifying for Social Media Activity     72

    Hiring a Social Media Director (Strategic Role)      72

    Hiring for Tactical Social Media Roles     76

    HR and Social Media: The Need for Social Media Policies, Guidelines, and Training     78

    The Value of Internal Certifications     81


    Chapter 7: Establishing Social Media Guidelines for the Organization     83

    Guidelines, Policies, and Purpose     84

    1. The Employee Social Media Bill of Rights     85

    2. Internal Social Media Usage Guidelines     86

    3. External Social Media Usage Guidelines     87

    4. Employment Disclosure Guidelines     89

    5. Anti-Defamation Guidelines     90

    6. Social Media Confidentiality and Nondisclosure (NDA) Guidelines     91

    7. Official vs. Personal Communications Guidelines     91

    8. The Employee Digital Citizenship Contract     92

    9. Training Resources     93

    10. Social Media Guidelines for Agency Partners, Contractors, and External Representatives     94


    Chapter 8: Laying the Operational Groundwork for Effective Social Media Management     95

    Establishing a Social Media Program’s Organizational Structure: Leadership and Reporting     96

    Establishing a Social Media Program’s Organizational Structure: Cross-Functional Collaboration      100

    Basic Technical Requirements     103


    Chapter 9: The New Rules of Brand Communications in the Age of Social Media     113

    Social Media’s General Impact on Brand Communications     114

    Transparency, Opacity, Confidentiality, and Disclosure     119

    Confidentiality and Data Protection in the Age of Social Media     122


    Chapter 10: Listening Before Talking     127

    Business Intelligence and Search     128

    The Power of Real-Time Situational Awareness     130

    New Avenues of Market Research: From “I Don’t Know” to “Let’s Find Out”      133


    Chapter 11: Social Media and Digital Brand Management     135

    Introduction to the New Paradigm in Digital Brand Management     136

    Community Management     137

    Marketing     140

    Advertising     143

    Product Management     144

    Digital     145

    Corporate Communications and PR     146

    Online Reputation Management     151

    Crisis Management     152

    Putting It All Together     156


    Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and for All     157

    The Superhero Principle     160

    The Basic Social Media Customer Service Model     162

    The New Digital Concierge Service and Customer Service 3.0     166

    Digital Conflict Resolution     168

    From Risk to Opportunity: Turning Anger on Its Head and Other Considerations     171


    Chapter 13: Social Media Program Management--Putting It All Together     173

    Social Media Management: In-House, Outsourced, or Somewhere in Between?      174

    Monitoring and Measurement     176

    Campaign Management     176

    Eleven Key Best Practices for Social Media Program Management     179

    Staying Focused on Business Objectives: How Marketing Campaigns Should Fit into Your Social Media Program     183

    Final Thoughts on Social Media Program Management     188


    Chapter 14: Creating a Measurement Practice for Social Media Programs     193

    Before the How, the Why: Keeping an Eye on Objectives and Targets     194

    A Word of Caution Regarding Measurement in the Social Media Space     195

    The Cornerstones of Your Measurement Practice: Monitoring, Measurement, Analysis, and Reporting     195

    Monitoring     196

    Measurement     196

    Analysis     196

    Reporting     197

    Best Practices for Performance Measurement     197

    Maintain a List of Everything You Can Measure     198

    Maintain a List of Everything You Must Measure     200

    Stay Current on the Best Measurement Tools     202

    Ensure the Neutrality of the Employee(s) Tasked with the Measurement of Your Social Media Program     203

    Tie Everything You Measure to Business Objectives      203

    Test, Measure, Learn, Adapt, Repeat     203

    Building Velocity and Specificity into Your Social Media Measurement Practice     204


    Chapter 15: ROI and Other Social Media Outcomes     207

    ROI and Business Justification     208

    Financial Outcomes vs. Nonfinancial Outcomes and a Word About Conversions     210

    What ROI Is and Isn’t     215

    Tying Social Media to the P&L     220

    Tying Nonfinancial Outcomes to Social Media Performance     223

    Step 1: Establish a Baseline     227

    Step 2: Create Activity Timelines     227

    Step 3: Monitor the Volume of Mentions     228

    Step 4: Measure Transactional Precursors     230

    Step 5: Look at Transactional Data     231

    Step 6: Overlay All Your Data (Steps 1—5) onto a Single Timeline     233

    Step 7: Look for Patterns     233

    Step 8: Prove and Disprove Relationships     235


    Chapter 16: F.R.Y. (Frequency, Reach, and Yield) and Social Media     239

    The Importance of Finding the Right Words in the Language of Business     240

    Financial vs. Nonfinancial Aspects of Frequency     243

    Financial vs. Nonfinancial Aspects of Reach     248

    The Financial Value of Yield     253


    Chapter 17: Social Media Program Analysis and Reporting     257

    Shattering the Vacuum: The Need for Collaborative Analysis     258

    Best Practices in Data Reporting for Social Media     260

    Lateral Reporting     260

    Vertical Reporting     262

    Program Validation by the Numbers     268

    Looking at Performance Data as Actionable Intelligence     271


    Afterword     277


    Index     281

    Purchase Info

    ISBN-10: 0-13-267803-9

    ISBN-13: 978-0-13-267803-2

    Format: Safari PTG

    This publication is not currently for sale.