INDEX

Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.

Accountability, 53

Active network involvement, 52–56

Adams, Scott, 111

Alaska Airlines, 36

Alix Partners, 237, 238

Ambiguity, 26

Apollo 13 (film), 196

Arickx, Randy, 236

Armstrong, Heather, 207

Audience

active involvement with, 52–56

choice of content by, 10–11

and corporate self-protection, 101–3

inside the company, 50

interaction with, 12

for local events, 190–92

meeting needs and expectations of, 261

outside of the company, 50

at social media events, 162–67

Authenticity, 14

Authority

clear lines of, 32–33 (see also Ownership of social media)

establishing, 21

evangelist candidates’ questions about, 73–74

mediating disputes with, 21

to represent company, 121–22

Avery, Sean, 38

Baby showers, 185

Batey, Alan, 229–30

Beane, Billy, 177–78

Berg, Paula, 49

Best Buy, 15, 94

Big brands

bloggers’ perceptions of, 152–53

innovation and creativity by, 15–16

misperceptions of social media leaders for, 50

representing, 49

Binhammer, Richard, 4, 6, 12–13, 22, 42, 47–49, 55, 108, 113

Binkowski, David, 68

Blackshaw, Pete, 235

Blanchard, Olivier, 68, 82

Bloggers, 151–76

compensating, 120–21, 171–72

at conferences and events, 161–76

discussion topics with, 157–59

familiarizing yourself with work of, 153–56

off-line interactions with, 159–61

online interactions with, 152–59

types of, 159–60

BlogHer, 161, 167–68

BlogWell, 161

BlogWorld Expo, 161

Bluhm, Annalisa, 236

BP, 198–99

Brand

finding representatives for, 173–75

personal, 68–69, 71

responsibilities of representing, 137–39

Brand message

blending with personal touch, 60

consistency in, 23–24

control of conversations about, 7–9

from a person vs. from a company, 3

Brand positioning, casual interactions and, 5

Brand presence

and evangelist’s personality, 51

ownership of, 61–62

Brogan, Chris, 94, 141

Budget, 28–29

Bull Durham (film), 17–18

Burke, Connie, 184

Business outlook, 56–59

Business tool, social media as, 4–5, 256

Buzz, 57, 58

Buzzwords, 71

Campaign mistakes, 219–23

Campaigns against companies/brands, 210–18

Carroll, David, 36

Case law, 104–5

Catchphrases, 71

Champion (See Executive champion)

Chevrolet

“Chevy” vs., 224, 229–30

SXSW program, 15, 183–84

Chrysler, 137–38

CNN, 93

Coca-Cola, 15, 96

Cole, Kenneth, 202

Collaboration, 41–43

Colley, Phil, 45

ComcastCares, 15, 49

Communications

during crises, 240–44

evangelist’s expertise in, 59

ownership of social media by, 33–34

Company culture

and inclusive leadership, 46

and use of social media, 5–7

Company time/resources, unauthorized use of, 121

Compensating bloggers, 120–21, 171–72

Competitors, criticizing, 121

Conferences (See Social media events and conferences)

Confidentiality, 119–20

Consultants, relationships with, 27

Content, 10–11, 257–58

Contests, 105–6

Control of online conversations, 7–9

Cost of social media programs, 28, 75

Credibility, 146

Crisis situations, 195–231

campaigns, 210–18

catastrophic, 231 (see also GM bankruptcy crisis)

customer service, 206–10

individual-generated, 202–6

mistakes, 219–23

as opportunities to shine, 196

organizational brain freeze, 223–30

preparing for, 197–200

Criticism, 213–14

Customer expectations, understanding, 12–13

Customer service

crises of, 206–10

as online discussion topic, 122

ownership of social media by, 36–37

Deal breakers, 67–79

in hiring a social media lead, 68–73

when applying for social media lead position, 73–79

Decision making, 58

Delegation, 63–66

Deleting posts, 126–27

Dell, 4, 15, 22, 42, 47–49, 55, 96, 108

Dell, Michael, 42

Digital tools, social tools vs., 14

Dilbert (comic strip), 111

Disclosure, 169, 175

Disney, 15, 94

Dispute mediation, 21

Dooce.com, 207–8

Dunbar’s number, 190

Dunkin’ Donuts, 12, 15, 19

Ecclestone, Jennie, 184, 191

Education program, 131–50

advanced level of, 140–42

base level of, 133–37

conducting training, 142–44

dispersal of, 144–48

and diversity of learners, 132–33

revising and updating, 149–50

second tier of, 137–40

Eliason, Frank, 49

Employees

communicating social media policy to, 113–14, 129

crises generated by, 202–6

in development of social media policy, 115

at local events, 192

social media training for (See Education program)

Engagement, 57–59

as basic currency of social media, 76–77

and conferences, 163

Etiquette (social media)

in dealing with crises, 216–17

education about, 116, 135–36

social media policy vs., 124–25

Evangelist (See Social media evangelist)

Events (See Social media events and conferences)

Executive champion, 17–29

and agency-company relationships, 27

and budget for social media program, 28–29

characteristics of, 19–22

evangelist candidates’ questions about, 74

functions of, 18

inclusive leadership by, 47

leadership style and needs from, 23–24

relationship of evangelist and, 25–26

risk management by, 26–27

Expectations

of customers, 12–13

of events and conferences, 167–71

of social media, 5–6

Expertise

of attorneys, 108–10

dispersal of, 145–48

and employee education, 141

of evangelist, 59

Facebook

number of users, 35

successful use of, 97

Failure, fear of, 255–56

Falls, Jason, 94, 141, 182, 188

FastLane blog, 101

Federal Trade Commission (FTC) guidelines, 14–15, 104, 112, 123, 169

Fey, Tina, 67

Ford Motor Company, 49, 257

Ford Fiesta Movement, 15, 33

FTC guidelines (See Federal Trade Commission guidelines)

The Gap, 224, 228–29

General Motors (GM)

approach to social media, 257

and automotive bloggers, 159–61

bankruptcy of (See GM bankruptcy crisis)

and Chevy crisis, 224, 229–30

education program, 141, 144

executive champion, 19, 20

immerse and disperse program, 146–47

legal department, 100, 101, 108

local programs, 184–86, 188, 193–94

origin of social media program, 43

and Rainforest Action Network, 211–18

regulatory requirements, 123–24

representation of, 138

Social Club, 45–46, 108

social media policy, 118–19

at SXSW, 180, 183–84

training tools for social media, 135

working with bloggers, 166–67, 170–71

GM bankruptcy crisis, 233–52

active listening in, 241–45

follow-up to, 247–52

involving influencers in, 245–47

social media team involvement in, 236–39

SWAT team for social media in, 239–41

Goals

defining, 86–88

nonfinancial, 83–84

setting, 57–58

Goddard, Damian, 38

Google+, 135

Graco, 15, 53–54, 60, 99–100

Greenpeace, 217

Groupon, 223

Harley-Davidson, 186

Harris, Steve, 19, 20, 234, 237

Hate speech, 120

Henderson, Fritz, 45, 234

Henige, Mary, 118

Henry VI, Part 2 (Shakespeare), 99

Hiring, 20

candidates’ considerations in, 73–79

evangelist qualities to look for in, 68–73

H&R Block, 12, 15, 19, 95, 133–34

Human resources

ownership of social media by, 38–39

and social media policy development, 114

IBM, 6, 15, 19–20, 42, 96, 114, 115, 143

Immerse and disperse program (GM), 146–48

Inclusive leadership, 44–48

Influence, measuring, 93–95

Influencer (term), 70 (See also Bloggers)

Information sources, 2–3, 8

Information technology (IT) department

ownership of social media by, 39–40

and social media policy, 114

Interaction(s)

with audience, 12

as basic currency of social media, 76–77

with bloggers, 152–61

at small events, 180–81

IT department (See Information technology department)

Iwata, Jon, 19–20

Jaffe, Joseph, 141

Jargon, 71

Kindergarten Cop (film), 151

Klout, 90, 93–94

Kutcher, Ashton, 93

LaMuraglia, Joe, 229

Large organizations

adoption of technologies and platforms by, 6

and views of social media “gurus,” 101–2

Leadership

by executive champion, 18, 23–24

inclusive, 44–48

Learning, continuous, 260–61 (See also Education program)

Lebresco, Lindsay, 53–54, 60, 99–100, 175

LeFever, Lee, 135

Legal precedent, 104–5

Legal team, 99–110

in implementation strategy, 103–6

and social media policy, 112, 114

working with, 106–10

Lewis, Michael, 177–78

Libel, 120

Links, 127

Listening, 13, 261

Livingston, Geoff, 68, 83

Local programs, 182–94

of GM, 183–84

guiding principles for, 191–94

of Harley-Davidson, 186

relationships developed through, 187–90

of SeaWorld San Antonio, 186–87

Marketing

evangelist’s experience in, 69

evangelist’s expertise in, 59

ownership of social media by, 34–35

tactics and approaches for, 3, 23–24

Maytag, 207–8

Measuring ROI, 88–97

establishing baseline for, 88–90

foundation questions for, 84–86

value of numbers in, 90–97

Media outlets, companies as, 9–11

Mehta, Manish, 22

Menchaca, Lionel, 22, 49

Military families, baby showers for, 185

Mistakes (See also Crisis situations)

acknowledging, 126

campaign, 219–23

organizational, 223–30

Moneyball (Michael Lewis), 177–78

Monty, Scott, 33, 49

Morton’s Steakhouse, 165

Nestlé, 217

Networks, active involvement in, 52–56

Nikon, 167–68

Nondisclosure, 14

Nonprofits, 4, 45

Oakland A’s, 177–78

Obama, Barack, 94, 95

Old Spice Guy, 182–83

Organizational mistakes, 223–30

Ownership of brand presence, 61–62

Ownership of social media, 31–48

an ideal conditions for winning, 40–48

by customer service, 36–37

establishing, 21

by human resources, 38–39

by IT or Web development, 39–40

by marketing, 34–35

by public relations or communications, 33–34

Partners, 114–15, 259–60

People, 261–62

Pepsi, 15

Personal brand (of evangelist)

building program around, 144–45

overemphasis on, 68–69

Personality

balancing brand promotion and, 61–62

revealing, 59–60

“Pizza Crawls” (Miami), 184

Planning, evangelist’s involvement in, 77–79

Politics, as online discussion topic, 122

PR (See Public relations)

Press releases, 152, 153

Price Chopper, 203–6

Professionalism, 60, 71–72

Promotions, legal guidelines for, 105–6

Public relations (PR)

evangelist’s experience in, 69

ownership of social media by, 33–34

Puner, David, 12, 19, 53

Quality of products or services, 5, 8

Rainforest Action Network (RAN), 213–18

Rashid-Merem, Renee, 236

Relationships

with consultants, 27

developed through local programs, 187–90

between evangelist and champion, 25–26

with legal department, 101, 102, 106–10

off-line cementing of, 187

Religion, as online discussion topic, 122

Resistance to social media, 62–63

Resource commitments, questions about, 75–76

Respect, 127

Response time, 209

Return on investment (ROI), 81–98

establishing baseline for, 88–90

increasing, 97–98

measuring, 84–86, 90–97

and revenue generation, 82–83

and what success looks like, 86–88

Reuss, Mark, 174–75

Revenue generation, 82–83

Reynolds, Todd, 38

Risk management, 26–27

Rogers Sportsnet, 38

ROI (See Return on investment)

Roosevelt, Theodore, 255–56

Safe Kids USA, 185

Scott, David Meerman, 141

Search engine results, 240–45

SeaWorld (San Antonio), 186–87

Shankman, Peter, 93, 165

Sheen, Charlie, 94

Site, messages through social media vs., 11

Slogans, 71

SOBCon, 161

Social Fresh, 161

Social media, 1–16

big brands’ use of, 15–16

as business tool, 4–5, 256

and companies as media outlets, 9–11

and control of online conversations, 7–9

digital tools vs., 14

focus of, 2–3

internal resistance to, 62–63

organization’s respect for, 77–79

overemphasis on personal brand in, 68

purpose for organizational use of, 4

traditional media vs., 35

transparency with, 14–15

as two-way tools, 11–14, 257

understanding basic currency of, 76–77

unrealistic expectations of, 5–6

as the “Wild West,” 1–2

Social media agency–company relationships, 27

Social media evangelist (lead), 17, 49–66

active involvement of, 52–55

applying for position as, 73–79

balancing personality of and marketing by, 61–62

business outlook of, 56–59

catchphrases or slogans used by, 71

champion’s backing of, 27

deal breakers in hiring, 68–73

delegation by, 63–66

executive champion support for, 18–19

hiring, 20, 44

homework done by, 69–70

internal role of, 62–63

marketing or PR background of, 69

media-speak abilities of, 70–71

personal brand of, 68–69

personal details revealed by, 59–61

previous experience of, 55–56

professional maturity of, 71–72

relationship of champion and, 25–26

roles of, 49–50

skills for, 53–54

in strategy development, 28–29

strategy responsibilities of, 24

trust in, 25–26

Social media events and conferences, 75, 161–76 (See also Local programs)

finding brand representatives at, 173–75

follow up after, 175–76

and paid vs. earned coverage, 171–73

small, 179–81

trade-show-floor presence at, 162–63

value for audience at, 164–67

your expectations of, 167–71

Social media policy, 111–29

disciplinary violations in, 121–22

educating employees about (See Education program)

elements to include in, 125–26

etiquette vs., 124–25

finding middle ground for, 117–19

fireable offenses in, 119–21

importance of, 111–14

informing development team on social media, 115–16

legal importance of, 117

legal involvement in developing, 105

lesser transgressions in, 122

partners in development of, 114–15

sharing, 128–29

and usage guide, 126–28

writing, 119–24

Social media program

budget for, 28–29

building, 64–66

design of, 57

financial commitment to, 75–76

success of, 96–97

Social Media ROI (Olivier Blanchard), 82

Social media team

crisis information for, 238

dispersal of expertise from, 145–48

evangelist candidates’ questions about, 75–76

relationship with legal team, 101, 102, 106–10

trust in, 25–26

South by Southwest, 161

Southwest Airlines, 15, 49, 96

Starbucks, 15, 94

Stratten, Scott, 82

SXSW, 183–84

Technology, 2, 39–40

“30 Rock” (TV show), 67

Traditional media

social media vs., 35

working with, 193

Training (See Education program)

Transparency, 14–15, 128

Transportation Recall Enhancement, Accountability, and Documentation (TREAD) Act, 123–24

Trust

developing, 198–200

earning, 191

in social media leader and team, 25–26

Turf wars, 42–44

Twitter

BP account parody on, 198–99

follower counts for, 91–93

hashtags on, 135

Nikon dustup on, 167–68

number of users, 35

preventing phony accounts on, 199–200

successful use of, 97–98

Tweet to Drive program, 184–85

Type-A Mom, 161

UAQ, 101

United Airlines, 36

UnMarketing (Scott Stratten), 82

Usage guide, 126–28

USO, 185

“Viral” social media, 92, 257–58

Vision for social media, 21–22

Voce Communications, 253

Web development, ownership of social media by, 39–40

Weist, Zena, 12, 14, 19, 32, 61, 95, 100, 109, 133–34

Winfrey, Oprah, 189

Wing, Mike, 6, 114–15

Winn-Dixie, 185

Winning, ideal conditions for, 40–48

YouTube, 92

Zappos, 36–37

Zoetica, 83

..................Content has been hidden....................

You can't read the all page of ebook, please click here login for view all page.
Reset
3.15.168.73