9780321580085

With the growing popularity of social media and Web 2.0, and the mainstream adoption of blogs, online video, and other new tools, the world of communications has changed forever. It's time for business people to join in the revolution and reap the benefits. But doing so is not simple in a large corporation.

Joel Postman is the principal of Socialized, a consultancy that helps companies make effective use of social media, like blogs, podcasts, and digital newsrooms. Joel was previously EVP of emerging media at Eastwick Communications, a Silicon Valley PR agency

Introduction: Socializing Corporate Communications	p. VII
Social Media Goes Corporate	p. 1
What Is a SocialCorp?	p. 3
Why Your Company Should Become a SocialCorp	p. 3
Social Media and Web 2.0	p. 6
Social Media: Strategy or Tactic?	p. 14
Now What?	p. 16
What Does It Take to Become a SocialCorp?	p. 17
SocialCorp Readiness Quiz	p. 18
Score	p. 20
SocialCorp Readiness	p. 21
What Are Social Media and Web 2.0?	p. 31
Choosing the Right Social Media Tools	p. 32
Social Media Applications for Corporate Communications	p. 34
Rich Media	p. 43
What's the Buzz Out There?	p. 46
Emerging Social Media	p. 48
Launching an Executive Blog	p. 58
Overcoming Personal Fear of Social Media	p. 72
Now What?	p. 75
Can You Control Your Brand, or Just Share It?	p. 77
Corporate Identity in Social Media	p. 79
Unauthorized Social Media Use: Shut It Down or Let It Be?	p. 83
Identifying Company Spokespeople	p. 85
Establishing Corporate Identity in Social Media	p. 86
Using Social Media to Reach the Right People	p. 91
Employee Engagement	p. 92
Analyst and Investor Relations	p. 95
Blogger Relations	p. 96
Customer Service, Support, and Engagement	p. 97
Workplace Collaboration for Engineering, R&D, Product Development, and General Productivity	p. 100
Business Partners	p. 104
Marketing	p. 105
Balancing Social Media Risk and Reward	p. 113
Ethical Issues in Corporate Social Media	p. 114
Regulation Is Changing the Climate in Social Media Ethics	p. 115
Social Media Ethics Made Easy	p. 116
Existing U.S. Legislation	p. 117
Risk Mitigation	p. 123
Can You Count Everything That Counts?	p. 133
Online Metrics	p. 134
Influence, Brand, Engagement, and Public Relations Value of Social Media	p. 136
The Tools	p. 140
Another Perspective	p. 144
Some Closing Thoughts	p. 152
SocialCorp 2.0: Corporate Communications Inside Out	p. 155
Five Changes in the State of Social Media	p. 156
SocialCorp 2.0: Start Now!	p. 165
Glossary	p. 167
Index	p. 183
Table of Contents provided by Ingram. All Rights Reserved.

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Amazon no longer offers textbook rentals. We do!

SocialCorp Social Media Goes Corporate

SocialCorp Social Media Goes Corporate

0321580087

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review