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| business case for social media: Groundswell, Expanded and Revised Edition Charlene Li, Josh Bernoff, 2011-06-07 Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image. |
| business case for social media: The Big Book of Social Media Robert Fine, 2010 Foreword by Sam Feist, CNN Political Director--Cover. |
| business case for social media: The B2B Social Media Book Kipp Bodnar, Jeffrey L. Cohen, 2011-12-20 Advance your B2B marketing plans with proven social media strategies Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies. This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level. Describes a methodology for generating leads using social media Details how to create content offers that increase conversion rates and drive leads from social media Offers practical advice for incorporating mobile strategies into the marketing mix Provides a step-by-step process for measuring the return on investment of B2B social media strategies The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth. |
| business case for social media: The Social Employee: How Great Companies Make Social Media Work Cheryl Burgess, Mark Burgess, 2013-08-23 Build a successful SOCIAL BUSINESS by empowering the SOCIAL EMPLOYEE Includes success stories from IBM, AT&T, Dell, Cisco, Southwest Airlines, Adobe, Domo, and Acxiom Great brands have always started on the inside, but why are companies taking so long to leverage the great opportunities offered by internal social media? . . . The Social Employee lifts the lid on this potential and provides guidance for businesses everywhere. -- JEZ FRAMPTON, Global Chairman and CEO, Interbrand Get a copy of this book for your whole team and get ready for a surge in measurable social media results! -- MARI SMITH, author, The New Relationship Marketing, and coauthor, Facebook Marketing Practical and insightful, The Social Employee is sure to improve your brand-building efforts. -- KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, and author, Strategic Brand Management This book will change how you view the workplace and modern connectivity, and inform your view of how social employees are changing how we work and create value in today's networked economy. -- DAVID ARMANO, Managing Director, Edelman Digital Chicago, and contributor to Harvard Business Review The Social Employee makes the compelling argument that most organizations are sadly missing a key opportunity to create a social brand, as well as to build a strong company culture. -- ANN HANDLEY, Chief Content Officer, MarketingProfs.com, and coauthor, Content Rules |
| business case for social media: Advanced Social Media Marketing Tom Funk, 2014-03-01 Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms—but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated—like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up. The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author’s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it’s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz. |
| business case for social media: Be the Gateway Dan Blank, 2017-03-07 Many people feel the drive to do creative work, but get overwhelmed by the process of connecting with an audience. If you want to share your voice and inspire people with your writing, art, craft, or creative idea, you have to provide your audience a new way of looking at the world, of knowing themselves, and connecting with others |
| business case for social media: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| business case for social media: No Bullshit Social Media Jason Falls, Erik Deckers, 2012 The In-Your-Face, Results-Focused, No-Kumbaya Guide to Social Media for Business! Detailed techniques for increasing sales, profits, market share, and efficiency. Specific solutions for brand-building, customer service, R & D, and reputation management. Facts, statistics, real-world case studies, and rock-solid metrics |
| business case for social media: The Social Media Management Handbook Robert Wollan, Nick Smith, Catherine Zhou, 2011-01-04 How do organizations manage social media effectively? Every organization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media books focus on strategies for communicating with customers, but they fail to address the internal process that takes place within a business before those strategies can be implemented. This book is geared toward helping you manage every step of the process required to use social media for business. The Social Media Management Handbook provides a complete toolbox for defining and practicing a coherent social media strategy. It is a comprehensive resource for bringing together such disparate areas as IT, customer service, sales, communications, and more to meet social media goals. Wollan and Smith and their Accenture team explain policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. You will learn how to: Empower employees and teams to utilize social media effectively throughout the organization Measure the ROI of social media investments and ensure appropriate business value is achieved over time Make smarter decisions, make them more quickly, and make them stick Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook. |
| business case for social media: Social Media Strategy Phillip G. Clampitt, 2017-07-27 Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management. —Ray Begovich, Franklin College Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today’s social media managers. |
| business case for social media: The Social Media MBA in Practice Christer Holloman, 2013-11-04 The inside information that marketers and social media practitioners have been dying to get their hands on... It seems like every day another self-appointed social media guru appears on the scene, offering to sell you his or her surefire cure for what ails you. Don't you think it's time you heard from the real experts—i.e., folks like you who are responsible for delivering their companies' social media strategies? Based on extensive interviews with marketing, media and networking professionals at many of today's most admired brands and companies, The Social Media MBA in Practice provides you with detailed examples of the social media strategies in place at ADP, Allianz, Barclaycard, Cisco, Confused.com, Dell, Electrolux, F5, Getty Images, giffgaff, Go-Ahead Group, HCL, Hobart, Honda, Israel Foreign Office, LivingSocial, Macmillan, Nationwide, NHL Minnesota Wild, Nokia, Play.com, PwC, Rentokil, Sony Mobile and Xerox. This book offers: The most comprehensive set of blueprints available in one book for delivering social media strategies more successfully. Includes in-depth case studies packed with hand-on-advice that you can put to work in your company immediately. Covers all-important strategic social media activities - from improving relationships with customers to generating more sales, product testing to team building. |
| business case for social media: Maersk Line Zsolt Katona, Sarvary, Miklos Sarvary, 2014 The case describes the launch of a social media platform by the largest container shipping company in the world. Students will have the opportunity to thoroughly evaluate the campaign, which by observable criteria, has done extremely well. The case provides details on the various platforms used, the nature of content provided on each, and the associated budgets (including headcount). The budget figures are particularly interesting because they permit a rich discussion around the social media programs ROI. The case ends with the question: How to move forward? This provides an opportunity to discuss the organizational aspects of the program launch, which are far more problematic. Students can appreciate the issues arising from scaling up the program and making it better, integrating it in the companys overall marketing effort. |
| business case for social media: The Business Plan Workbook Colin Barrow, Paul Barrow, Robert Brown, 2015-01-03 One of the most important steps in launching a new venture or expanding an existing one is the creation of a business plan. Time after time, studies and real-life examples reveal that the absence of a written business plan leads to a higher incidence of failure for new businesses, and inhibits growth and development. Based on methodology developed at Cranfield School of Management, The Business Plan Workbook takes a practical approach to topic of business planning for new venture creation and development. Equally suitable for a range of academic and professional courses and for those developing small businesses, it takes the reader through 29 assignments to help you create and present your business plan, from learning how to create a competitive business strategy through to forecasting sales volume and value. It will help you to validate your business idea, brand your business, research and segment your market, and raise finance; all through one persuasive plan. With new additional material covering the 7 Ps of Marketing, a section of Planning for Growth and a range of new and updated case studies of real life entrepreneurs, this classic text is an invaluable guide to all aspects of business planning. Online supporting resources for this book include supporting lecture slides, personal development and lifetime learning appendix, test questions and answers and a bonus chapters on business communication, business gurus and mergers and acquisitions. |
| business case for social media: Advances in Construction ICT and e-Business Srinath Perera, Bingunath Ingirige, Kirti Ruikar, Esther Obonyo, 2017-05-08 This internationally conducted study of the latest construction industry practices addresses a broad range of Information and Communication Technology applications. Drawing on research conducted in the US and UK, this book presents the state of the art of various ebusiness processes, and examines BIM, virtual environments and mobile technologies. Innovation is a theme that runs throughout this book, so in addition to the direct impact of these new technical achievements, it also considers the management styles that helped them to emerge. Examples from industry are illustrated with case studies and presented alongside research from some of the best known academics in this field. This book is essential reading for all advanced students and researchers interested in how ICT is changing construction management and the construction industry. |
| business case for social media: Social Media Marketing All-in-One For Dummies Michelle Krasniak, Jan Zimmerman, Deborah Ng, 2021-04-06 Get social with the bestselling social media marketing book No person can ignore social media these days--and no business can afford to ignore it either. Our lives are mediated through the flicker of Facebook, Twitter, YouTube, and Instagram--and brands are increasingly interwoven with our online identities. Even for the 90% of marketers who interact with social media regularly, its pace and scale can be confusing to the point of distraction. Social Media Marketing All-in-One For Dummies helps you take a step back, make sense of the noise, and get your brand voice heard over the babble--in the way you want it to be. These nine mini-books in one give you essential, straightforward, and friendly guidance on how to use the major social platforms to promote your business, engage your customers, and use feedback to make your product or service the best that it can be. From evaluating the right social mix and planning your strategy to the really fun stuff--like creating videos on Snapchat and TikTok, diving deep on a podcast, or looking pretty on Pinterest--you'll find everything you need to get your social ducks in a row and say the right things. And once the campaign is over, you can follow the guidance here to evaluate success and iterate on your approach, before getting right back out there for an even bigger second bite. Keep up with the latest changes on Twitter, Facebook, LinkedIn, TikTok, and more Blend your social side with your traditional marketing presence Become more engaging and metric your success Get to know your fans with user data Wherever you're coming from--social media strategist, site manager, marketer, or something else--social media is where your customers are. This book shows you how to be there, too. |
| business case for social media: Social Media Marketing All-in-One For Dummies Jan Zimmerman, Deborah Ng, 2017-04-18 The bestselling social media marketing book Marketing your business through social media isn't an option these days—it's absolutely imperative. In this new edition of the bestselling Social Media Marketing All-in-One For Dummies, you'll get comprehensive, expert guidance on how to use the latest social media platforms to promote your business, reach customers, and thrive in the global marketplace. Social media continues to evolve at breakneck speed, and with the help of this guide, you'll discover how to devise and maintain a successful social media strategy, use the latest tactics for reaching your customers, and utilize data to make adjustments to future campaigns and activities. Plus, you'll find out how to apply the marketing savvy you already have to the social media your prospects are using, helping you to reach—and keep—more customers, make more sales, and boost your bottom line. Includes the latest changes to Facebook, Twitter, Pinterest, LinkedIn, YouTube, and more Offers tips for engaging your community and measuring your efforts Explains how to blend social media with your other online and offline marketing efforts Shows you how to leverage data to learn more about your community Don't get left behind! Let this book help you get the most from every minute and dollar you spend on marketing. |
| business case for social media: Maximize Your Social Neal Schaffer, 2013-09-06 Create and maintain a successful social media strategy for your business Today, a large number of companies still don't have a strategic approach to social media. Others fail to calculate how effective they are at social media, one of the critical components of implementing any social media strategy. When companies start spending time and money on their social media efforts, they need to create an internal plan that everyone can understand. Maximize Your Social offers a clear vision of what businesses need to do to create—and execute upon—their social media for business road map. Explains the evolution of social media and the absolute necessity for creating a social media strategy Outlines preparation for, mechanics of, and maintenance of a successful social media strategy Author Neal Schaffer was named a Forbes Top 30 Social Media Power Influencer, is the creator of the AdAge Top 100 Global Marketing Blog, Windmill Networking, and a global social media speaker Maximize Your Social will guide you to mastery of social media marketing strategies, saving you from spending a chunk of your budget on a social media consultant. Follow Neal Schaffer's advice, and you'll be able to do it yourself—and do it right. |
| business case for social media: Social Media Ross Monaghan, 2008 |
| business case for social media: Strategic Integration of Social Media into Project Management Practice Silvius, Gilbert, 2016-02-02 The functionality of social networking platforms has caused such technologies to become an integral part of modern society. Once limited to only personal purposes, the use of these platforms within organizations has seen significant growth in recent years. Strategic Integration of Social Media into Project Management Practice is an authoritative reference source for the latest research on benefits and challenges presented by the integration of online social networks in the project development process. Highlighting relevant perspectives on team communication, effective collaboration, and stakeholder engagement, this book is an essential resource for project managers, researchers, graduate-level students, and practitioners interested in the innovative uses of social media in professional settings. |
| business case for social media: Social Media Strategy Kamales Lardi, Rainer Fuchs, 2013 The Social Media Strategy Framework presented in this book offers a unique and comprehensive end-to-end approach. It takes a company from the point of understanding the value of social media for business to the point of implementing a solution that meets its business needs. The Framework is distinguished by several elements: It focuses on building a sustainable use for social media along the business value chain. It aligns with company strategic objectives and business context. It identifies key elements to create a strong foundation for social media use in the company. It separates internal and external social media uses. It is NOT a technology implementation. Additionally, the case studies presented in this book and on the corresponding website highlight successful social media implementation in business by companies in Europe. |
| business case for social media: Embrace the Space Gary Ennis, Colin Kelly, 2020-08-17 If you’re a business owner that gives a damn, this book is for you. Inside you’ll find a wealth of experience and knowledge which we’ve gathered from more than ten years delivering social media training workshops to more than 10,000 businesses across the UK. Packed with advice, tips, best practice, business case studies, strategic insights and lots more, this book will help you and your organisation get real results from Facebook, Instagram, LinkedIn and many other platforms. We even included a few behind the scenes stories from over the years (some of which we promised never to tell!). Reviews for 'Embrace the Space' A cracking read! Perfectly pitched for the small business with lots of useful tips and tricks – and real life examples of how to improve social media presence. Stuart McKenna, CEO at Scottish Training Federation Limited Finally, a book about business that I actually want to read. Packed full of useful stuff, and entertaining too Helena Langdon, Former Head of Digital at Innocent One of the most clear and compelling guides ever published for what works in social media, and why. Highly recommended! Jay Baer, author of Hug Your Haters This is a gem of a book! As someone who uses social media both socially and for my work, this book has shown me there’s so much more to learn. Grant Stott, TV and Radio Presenter “Engaging and informative and so important now as many businesses have been forced to move online to promote their services. Laura Irvine, Specialist in Data Protection Law This book is a winner Kieron Achara, GB Olympian “Fun, engaging and thought-provoking content to help your business. We have witnessed our members grow their customer base applying Gary and Colin’s digital teachings over the last decade – now you can too. A must read. Bob Grant, Chief Executive, Renfrewshire Chamber of Commerce “I hate social media and spend way too much time on it. This book makes me want to spend even more time on it. But get better at it. I don’t know what to feel about this! Gavin Oattes, Author and Inspirational Speaker About the Authors: 'The best day’s training I’ve ever had' 'Inspirational' 'The kick up the backside my business needed' 'Hire these guys for your social media training. You’ll be glad you did' For the last 10 years, businesses all over the UK have been enjoying transformative results after attending the 'Embrace The Space' social media masterclass delivered by Gary Ennis and Colin Kelly. Now, for the first time, all the learning and entertainment that makes the day so popular is available in this book. Gary is a qualified trainer, with over 25 years experience in digital marketing. He is the founder of NSDesign Ltd - an award winning digital consultancy, working with organisations to improve their digital skills and capabilities. He regularly makes television and radio appearances as a digital media expert, and speaks at conferences across the UK on related topics. Colin is a former journalist and broadcaster who now runs the communications training company Comsteria Limited which provides smartphone video and podcast production training, media relations training and crisis PR advice. Gary and Colin have a natural rapport and an extensive knowledge of social media as it applies to small and medium business use. ‘Embrace The Space’ isn’t just about understanding Facebook or Twitter, it’s about an attitude; understanding what makes you special, understanding your customers and having fun. Written during summer 2020 this is a fresh, inspirational look at what it takes to succeed with social media in a post lockdown world. |
| business case for social media: Auditing Social Media Peter R. Scott, J. Mike Jacka, 2011-02-25 Practical, big-picture guidance toward a mastery of social media benefits and the risks to avoid Packed with useful web links, popular social media tools, platforms, and monitoring tools, Auditing Social Media shows you how to leverage the power of social media for instant business benefits while assessing the risks involved. Your organization sees the value in social media and wants to reach new markets, yet there are risks and compliance issues that must be considered. Auditing Social Media equips you to successfully partner with your business in achieving its social media goals and track it through strong metrics. Shows how to ensure your business has adequate metrics in place to capitalize on social media while protecting itself from excessive risk Reveals how to ensure your social media strategy is aligned with your business's goals Explores the risk and compliance issues every business must consider when using social media Includes a sample audit program Auditing Social Media is the one-stop resource you'll keep by your side to clear away the confusing clutter surrounding social media. |
| business case for social media: Social Media Metrics Jim Sterne, 2010-03-18 The only guide devoted exclusively to social media metrics Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine: Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy How to leverage the time and effort you invest in social media How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication. |
| business case for social media: Social Media Recruitment Andy Headworth, 2015-05-03 As the recruiting landscape changes, different methods are needed to attract talent, and social media is a key channel. However, many HR and recruiting professionals are not equipped with the knowledge and understanding to create a social media recruiting strategy. Social Media Recruitment combines practical guidance with case studies and insights from industry thought leaders to provide a full understanding of what social media means for HR and recruitment and how to successfully integrate and use it. In a series of easy-to-follow chapters and manageable steps, Social Media Recruitment covers the essentials from the beginning to the end of the process, including: how to implement a social media strategy; the crossover between HR, recruiting and marketing; measuring ROI; HR policies and procedures needed; big data and HR; using technology in recruiting, such as video interviewing; social media as an internal collaboration and communication tool across companies; how social media will impact recruiting and HR in the future. Ideal for all HR and recruitment professionals, and anyone responsible for talent strategy, Social Media Recruitment focuses on devising and implementing a social media recruitment strategy that works for your organization and is aligned with your recruitment objectives. |
| business case for social media: Cultural Strategy Douglas Holt, Douglas Cameron, 2010-10-28 How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents. Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities: - How managers can use culture to out-innovate their competitors - How entrepreneurs can identify new market opportunities that big companies miss - How underfunded challengers can win against category Goliaths - How technology businesses can avoid commoditization - How social entrepreneurs can develop businesses that appeal to more than just fellow activists - How subcultural brands can break out of the 'cultural chasm' to mass market success - How global brands can pursue cross-cultural strategies to succeed in local markets - How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the intuitive side of market innovation into a systematic strategic discipline. |
| business case for social media: Social Media Marketing Tracy L. Tuten, 2020-11-18 **Winner of the TAA 2017 Textbook Excellence Award** Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users. TAA Judges Panel The market leading and award winning text on social media marketing has been fully updated for this fourth edition. With a balance of essential theory and practical application, the text has been been thoroughly revised to reflect the latest developments in social media marketing research and practice. 11 new case studies have been added to the ′Case Zone′, including TikTok, LEGO, Nespresso and Puma. A student-engaging case study now runs throughout the entire textbook looking at the US based company Kombucha 221 BC to help develop understanding of each chapter. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank. A must-have text for those studying social media marketing. |
| business case for social media: Strategic Business Case Analysis Christopher Williams, 2023-12-07 This textbook provides students with the skills and techniques necessary to analyse business case studies from a strategic perspective. With career development and impact in mind, the book goes beyond simply listing tools, instead teaching students how to prepare for a major strategic business case analysis project, how to position their analysis on a spectrum from reductionist to holistic approaches, how to critically engage with theory and case data, as well as how to leverage their work after completion. A logical approach is offered, taking the reader through the analysis journey, from preparing to analyse a case study to conducting the analysis and maximising the impact going forwards. A comprehensive analysis task is incorporated, which asks the reader to reflect on a range of case data, understand the choices of analytical positioning and tool selection, and develop an analysis based on this positioning. Further pedagogical features include: Reflective practice exercises at the end of chapters, allowing the student to self-identify areas of strength and weakness as they develop through the process. Worked examples based on cases reproduced in the book, allowing the student to follow the analytical process that the author went through in different analysis modes. Quotes and analysis insights from former students who have previously conducted a strategic business case analysis, aiding reflective practice. As case study analysis continues as a core component of teaching across business schools, this unique text will help to build key skills in advanced undergraduate, postgraduate, MBA, and executive education students conducting strategic business case analysis. Support material includes PowerPoint slides as well as video content. |
| business case for social media: Indian Business Case Studies Volume II V. P. Pawar, 2022-09-15 It has been decades since many business schools outside India adopted the case study methodology for teaching almost all branches of management studies. This trend has been seen in India, too, where top management institutes have implemented the case study-based methodology as an important pedagogical tool in business education. The major issue in India, however, is a severe shortage of Indian case studies through which business schools can provide industry insights to students. This volume fills that gap. It has twenty Indian cases related to different aspects of business management. The cases cover some of the prominent disciplines of management like marketing, finance, human resource management, strategy management, operations management, accounting, and mergers and acquisitions. These cases best serve the purpose of adoption of 'case methodology' in classroom teaching or online lecture sessions for the faculty and students of business management. |
| business case for social media: Research Anthology on Social Media Advertising and Building Consumer Relationships Management Association, Information Resources, 2022-05-13 Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students. |
| business case for social media: Small Business Marketing Strategies All-in-One For Dummies , 2016-05-23 Transform your small business into a revenue-generating machine with this step-by-step marketing resource Running a small business is a fun and rewarding experience. It’s even more fun and rewarding when clients and customers are clamoring to get a hand on your latest product or service. And effective marketing is the key to making that happen. In Small Business Marketing Strategies All-in-One For Dummies, small business experts from the United States Chamber of Commerce walk you through every single step of designing, launching, running, measuring, and improving your company’s next marketing campaign. But don’t worry—with Dummies, it’s all about learning made easy. You’ll discover techniques that work in any kind of small business, from full-time trades to brick-and-mortar shops and online side-hustles. Starting at the beginning of the marketing process, you’ll move on to learn how to blend different marketing methods, such as content, social, search, and traditional, to generate massive customer interest. In this book, you will: Pour the foundation of your marketing strategy by defining your ideal customers, sizing up your market, and setting your goals Kick off a successful campaign the right way by picking the best software, platforms, and techniques to power your marketing Combine content marketing, social media, and traditional strategies to generate the perfect marketing and advertising mix Evolve past gut instincts and measure your results with hard data and reliable metrics Moving beyond individual strategies and techniques, Small Business Marketing Strategies All-in-One For Dummies shows you how to blend every tool at your disposal into one effective marketing strategy. It’s a must-read for any small business owner trying to grow their company. |
| business case for social media: How Brands Become Icons D. B. Holt, 2004-09-15 Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create identity myths that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of cultural branding principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School. |
| business case for social media: Social Media Marketing Dave Evans, 2010-09-14 If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results. Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day. In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube. |
| business case for social media: The Social Media Bible Lon Safko, 2012-05-08 The go-to guide to social media skills, now in an updated and revised Third Edition The Social Media Bible is comprehensive 700-plus page social media resource that will teach corporate, small business, and non-profit marketers strategies for using social media to reach their desired audiences with power messages and efficiency. This newly revised 3rd edition addresses technology updates to the iPad, apps, Foursquare, and other geotargeted networks. New case studies and company profiles provide practical examples of how businesses have successfully implemented these strategies, using the newest social media marketing tools. Updates and changes to Google's search engine algorithms More information on plug-ins, widgets, apps, and integration Updates on Twitter and Yammer and new information on Google+ The latest in mobile marketing Master the latest social media tools and deliver powerful messaging in the most effective way possible with The Social Media Bible. |
| business case for social media: Social Media Marketing All-in-One For Dummies Jan Zimmerman, Doug Sahlin, 2010-08-26 Face Facebook, link up with LinkedIn, and tweet with Twitter using this all-in-one guide! Marketing your business through social media isn't rocket science. Here's how to apply the marketing savvy you already have to the social media your prospects are using, helping you get and keep more customers, make more sales, and boost your bottom line. Find the business side — explore the variety of social media options and research where your target audience hangs out Collect your tools — discover ways to simplify posting in multiple locations and how to monitor activity Establish your presence — start a blog or podcast to build a following Follow and be followed — find the right people to follow on Twitter and get them to follow you Fan out — showcase your company with a customized Facebook business page Follow up — use analytics to assess the success of your social media campaign Open the book and find: Tips for finding your target market Important legal considerations Step-by-step guidance for setting up a campaign Lots of helpful technology tools Blogging and podcasting advice How to make Twitter pay off for your business Tools for analyzing your success in each medium When to move forward and when to pull back |
| business case for social media: The Social Media MBA in Practice Christer Holloman, 2013-10-09 The inside information that marketers and social media practitioners have been dying to get their hands on... It seems like every day another self-appointed social media guru appears on the scene, offering to sell you his or her surefire cure for what ails you. Don't you think it's time you heard from the real experts—i.e., folks like you who are responsible for delivering their companies' social media strategies? Based on extensive interviews with marketing, media and networking professionals at many of today's most admired brands and companies, The Social Media MBA in Practice provides you with detailed examples of the social media strategies in place at ADP, Allianz, Barclaycard, Cisco, Confused.com, Dell, Electrolux, F5, Getty Images, giffgaff, Go-Ahead Group, HCL, Hobart, Honda, Israel Foreign Office, LivingSocial, Macmillan, Nationwide, NHL Minnesota Wild, Nokia, Play.com, PwC, Rentokil, Sony Mobile and Xerox. This book offers: The most comprehensive set of blueprints available in one book for delivering social media strategies more successfully. Includes in-depth case studies packed with hand-on-advice that you can put to work in your company immediately. Covers all-important strategic social media activities - from improving relationships with customers to generating more sales, product testing to team building. |
| business case for social media: Sales Management That Works Frank V. Cespedes, 2021-02-23 Named to the longlist for the 2021 Outstanding Works of Literature (OWL) Award in the Sales & Marketing category In this smart, practical, and research-based guide, Harvard Business School professor Frank Cespedes offers essential sales strategies for a world that never stops changing. The rise of e-commerce. Big data. AI. Given these trends (and many others), there's no doubt that sales is changing. But much of the current conventional wisdom is misleading and not supported by empirical data. If you as a manager fail to separate fact from hype, you will make decisions based on faulty assumptions and, in a competitive market, eventually fall behind those with a keener grasp of the current selling environment. In this no-nonsense book, sales expert and Harvard Business School professor Frank Cespedes provides sales managers and executives with the tools they need to separate the signal from the noise. These include how to: Hire and deploy the right talent Pay and incentivize your sales force Improve ROI from your training programs Create a comprehensive sales model Set and test the right prices Build and manage a multichannel approach Brimming with fascinating examples, insightful research, and helpful diagnostics, Sales Management That Works will help sales managers build a great sales team, create an optimal strategy, and steer clear of hype and fads. Salespeople will be better equipped to respond to changes, executives will be able to track and accelerate ROI, and readers will understand why improving selling is a social as well as an economic responsibility of business. |
| business case for social media: Winning on Purpose Fred Reichheld, Darci Darnell, Maureen Burns, 2021-12-07 Great leaders embrace a higher purpose to win. The Net Promoter System shines as their guiding star. Few management ideas have spread so far and wide as the Net Promoter System (NPS). Since its conception almost two decades ago by customer loyalty guru Fred Reichheld, thousands of companies around the world have adopted it—from industrial titans such as Mercedes-Benz and Cummins to tech giants like Apple and Amazon to digital innovators such as Warby Parker and Peloton. Now, Reichheld has raised the bar yet again. In Winning on Purpose, he demonstrates that the primary purpose of a business should be to enrich the lives of its customers. Why? Because when customers feel this love, they come back for more and bring their friends—generating good profits. This is NPS 3.0 and it puts a new take on the age-old Golden Rule—treat customers the way you would want a loved one treated—at the heart of enduring business success. As the compelling examples in this book illustrate, companies with superior NPS consistently deliver higher returns to shareholders across a wide array of industries. But winning on purpose isn't easy. Reichheld also explains why many NPS practitioners achieve just a small fraction of the system's full potential, and he presents the newest thinking and best practices for doing NPS right. He unveils the Earned Growth Rate (EGR): the first reliable, complementary accounting measure that can truly leverage the power of NPS. With keen insight and moving personal stories, Reichheld advances the thinking and practice of NPS. Winning on Purpose is your indispensable guide for inspiring customer love within your own teams and using Net Promoter to achieve both personal and business success. |
| business case for social media: Social Media Optimization For Dummies Ric Shreves, 2015-04-20 Optimize, optimize, optimize to get the most out of your company's social media presence As it turns out, social media is good for a lot more than funny cat videos, memes, and sharing what you're eating for lunch with the world. As the social media sphere continues to grow and be redefined, it's more important than ever to arm yourself with the latest information on how you can use it to drive traffic to your website, raise awareness of your brand, and promote your products or services. If you're a marketer who has asked yourself how you can possibly stay afloat in these newly chartered and oft overcrowded waters, Social Media Optimization For Dummies serves as your roadmap to smart marketing in the digital age. So, what is Social Media Optimization (SMO), exactly? Well, it's comprised of two closely related practices. First, SMO refers to a set of techniques in which social media is used to drive traffic to a website and create an interest in a product or service. Second, SMO concerns the optimization of the social media presence itself with the goal of building followers, increasing engagement, and, again, generating interest in a product or service. Each of these parts supports the other and, when the channels are managed efficiently, enhances the other's effectiveness. In this plain English, easy-to-follow guide, you'll quickly discover how to apply SMO practices to your marketing plan to accomplish those goals. Integrate social media into your website Drive traffic to your website Build followers and generate a buzz Increase engagement with customers From integrating social media into your website to building your social media presence to everything in between, Social Media Optimization For Dummies points your business toward success. |
| business case for social media: The Business Case for Corporate Social Responsibility Philipp Schreck, 2009-01-29 Profound and conceptual analysis of linkages between CSR and financial performance Overview of recent empirical studies in CSR Econometric analysis of relation between corporate social and firm performance |
| business case for social media: Rural Entrepreneurship and Innovation in the Digital Era Lokuge, Sachithra, Sedera, Darshana, 2020-11-06 Though entrepreneurship has been studied for decades, in recent years, the study of “rural entrepreneurship” has emerged as an upcoming subtopic of the area. With the growth and continual ease of utilizing digital technologies to support entrepreneurial activities, these technologies now provide unique opportunities for advancing rural entrepreneurship. Though prior research focused on challenges for IT use in rural areas that specifically investigated investment and management issues, it is important to study all challenges and opportunities involved in this developing area of research. Rural Entrepreneurship and Innovation in the Digital Era is a pivotal reference source that provides vital research on the utilization of digital technologies in rural business ventures. Unlike other references, this book studies the conceptualization process of rural entrepreneurship and innovation with the intention of providing guidelines and support for entrepreneurs. While highlighting topics such as microfinancing, risk management, and rural development, this publication explores innovative practices as well as the methods of IT investment and management. This book is ideally designed for business professionals, entrepreneurs, business researchers, academics, and business students. |
BUSINESS | English meaning - Cambridge Dictionary
BUSINESS definition: 1. the activity of buying and selling goods and services: 2. a particular company that buys and….
VENTURE | English meaning - Cambridge Dictionary
VENTURE definition: 1. a new activity, usually in business, that involves risk or uncertainty: 2. to risk going….
ENTERPRISE | English meaning - Cambridge Dictionary
ENTERPRISE definition: 1. an organization, especially a business, or a difficult and important plan, especially one that….
INCUMBENT | English meaning - Cambridge Dictionary
INCUMBENT definition: 1. officially having the named position: 2. to be necessary for someone: 3. the person who has or….
AD HOC | English meaning - Cambridge Dictionary
AD HOC definition: 1. made or happening only for a particular purpose or need, not planned before it happens: 2. made….
LEVERAGE | English meaning - Cambridge Dictionary
LEVERAGE definition: 1. the action or advantage of using a lever: 2. power to influence people and get the results you….
ENTREPRENEUR | English meaning - Cambridge Dictionary
ENTREPRENEUR definition: 1. someone who starts their own business, especially when this involves seeing a new opportunity….
CULTIVATE | English meaning - Cambridge Dictionary
CULTIVATE definition: 1. to prepare land and grow crops on it, or to grow a particular crop: 2. to try to develop and….
EQUITY | English meaning - Cambridge Dictionary
EQUITY definition: 1. the value of a company, divided into many equal parts owned by the shareholders, or one of the….
LIAISE | English meaning - Cambridge Dictionary
LIAISE definition: 1. to speak to people in other organizations, etc. in order to work with them or exchange….
BUSINESS | English meaning - Cambridge Dictionary
BUSINESS definition: 1. the activity of buying and selling goods and services: 2. a particular company that buys …
VENTURE | English meaning - Cambridge Dictionary
VENTURE definition: 1. a new activity, usually in business, that involves risk or uncertainty: 2. to risk going….
ENTERPRISE | English meaning - Cambridge Dictionary
ENTERPRISE definition: 1. an organization, especially a business, or a difficult and important plan, …
INCUMBENT | English meaning - Cambridge Dictionary
INCUMBENT definition: 1. officially having the named position: 2. to be necessary for someone: 3. the …
AD HOC | English meaning - Cambridge Dictionary
AD HOC definition: 1. made or happening only for a particular purpose or need, not planned …
