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by Dionne Kasian-Lew
The Social Executive: How to Master Social Media and Why its Good for Business
About the author
Acknowledgements
Introduction
A note on terminology
Let’s fix this problem
Part I: Why is social media important?
1 Gargantuan and growing: the digital economy
How connected are we?
How do we connect?
So what is the digital economy?
And what’s it worth?
Future growth
Digital literacy is the new financial literacy
Chapter summary
2 Six damaging myths about social media
Myth #1: Social media is a fad
Myth #2: Social media is about posting photos of what you ate for lunch
Myth #3: Social media is for code monkeys
Myth #4: Social media is for people under 25
Myth #5: Social media is for marketing
Myth #6: There’s no ROI on social media
Chapter summary
3 Mindshift: from ‘so what’ to ‘social’
Traditional business practices
The unprecedented, accelerating speed of change
High uncertainty and ambiguity
Fear
Chapter summary
4 The high cost of social executive absenteeism
Chapter summary
5 Double jeopardy: why you can’t not be there
You can be drawn in
New media allows people to speak out
People in your organisation use it
The law says so
Chapter summary
6 Professional development at the digital frontier
Open learning
MOOCs
Code: a future language in the future of business?
Crowdsourcing: business opportunity or business threat?
Crowdfunding
Gaming
Customer service and care
Crisis management
Open government
Chapter summary
Part II: How do I use it?
7 Why you must own your digital and social media assets
Defensive: parody, spoofs, impersonation and digital hijacking
Online reputation management
Forward-looking: activate a social media presence when the time is right for you
Over-sharing and the future of reputation
Professional privacy
Chapter summary
8 Set the bar: social media benchmarks
Klout: the standard for influence
Kred: a transparent influence measure
Chapter summary
9 Twitter: the global brain index
The backstory
Remember the library
A Twitter case study: bringing ideas to life
Twitter for professional development
Social issues
Learning by doing: Twitter 101
The anatomy of Twitter
The anatomy of a tweet
Retweeting
Replying
Building your Twitter influence
Building lists
Weekly hygiene
Checklist
Twitter bootcamp
Chapter summary
10 Lock in LinkedIn: a new, global business lunch
Social HR
Case studies
Social issues
Me 3.0
Let’s go — LinkedIn
Build a profile
Use your LinkedIn URL to build influence
What are groups and should I join them?
Who is checking me out?
Create a Company Page
SlideShare
Can I outsource my LinkedIn engagement?
LinkedIn bootcamp
Chapter summary
11 SlideShare: it’s a pump class for PowerPoint
Socialised PowerPoint
Case studies
Social issues
Me 3.0
Let’s go — SlideShare
Getting started
Grow your network
SlideShare bootcamp
Chapter summary
12 Google Plus: your social rolodex
The backstory
Important issues
Case studies
Me 3.0
Let’s go — Google Plus
The Google Plus landscape
Creating a profile
People
Communities
Events
Hangouts
Pages
Google Local
Google Plus bootcamp
Chapter summary
13 Facebook: your new lounge
The backstory
The impacts on business
Me 3.0
Let’s go — Facebook
Facebook bootcamp
Chapter summary
14 Executive Ecosystem: curate, automate, bring it together
Scoop.it
Setting up Scoop.it
Chapter summary
Conclusion
The Social Executive promise fulfilled
Your social strategy
#SOMETHINGMORE
Social media etiquette
Checklists
Index
So, what's next?
Learn more with practical advice from our experts
End User License Agreement
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The Social Executive
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