Understanding Social Media: How to Create a Plan for Your Business that Works

Understanding Social Media is a companion title to the highly successful Understanding Digital Marketing. Accessible and practical, this book draws on the experiences of over 200 marketers to create comprehensive guide to current practice including:

- Creating a social media program
- Understanding stakeholders such as blogs, networks and Web 2.0
- Rules governing the relationship between search and social
- Case studies from successful and failed campaigns
- Budgeting for social media activities
- How to set key performance indicators (KPIs)
- Understanding social media ROI
- Customer Experience
- Building a social media team
- Analytics and creating a social media dashboard
- Risk assessment and risk management in social media

Featuring detailed case studies, practical exercises and interviews, this book is an essential guide to social media for marketing students and practitioners.