INDEX
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Accountability, 53
Active network involvement, 52–56
Adams, Scott, 111
Alaska Airlines, 36
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
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
Bloggers, 151–76
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
BlogWell, 161
BlogWorld Expo, 161
Bluhm, Annalisa, 236
BP, 198–99
Brand
finding representatives for, 173–75
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
Budget, 28–29
Bull Durham (film), 17–18
Burke, Connie, 184
Business outlook, 56–59
Business tool, social media as, 4–5, 256
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
Chrysler, 137–38
CNN, 93
Cole, Kenneth, 202
Collaboration, 41–43
Colley, Phil, 45
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
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
Dispute mediation, 21
Dooce.com, 207–8
Dunbar’s number, 190
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
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
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
FTC guidelines (See Federal Trade Commission guidelines)
General Motors (GM)
approach to social media, 257
and automotive bloggers, 159–61
bankruptcy of (See GM bankruptcy crisis)
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 media policy, 118–19
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
Greenpeace, 217
Groupon, 223
Harley-Davidson, 186
Harris, Steve, 19, 20, 234, 237
Hate speech, 120
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 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
Kutcher, Ashton, 93
LaMuraglia, Joe, 229
Large organizations
adoption of technologies and platforms by, 6
and views of social media “gurus,” 101–2
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
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
Military families, baby showers for, 185
Mistakes (See also Crisis situations)
acknowledging, 126
campaign, 219–23
organizational, 223–30
Moneyball (Michael Lewis), 177–78
Morton’s Steakhouse, 165
Nestlé, 217
Networks, active involvement in, 52–56
Nikon, 167–68
Nondisclosure, 14
Oakland A’s, 177–78
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
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)
Price Chopper, 203–6
Promotions, legal guidelines for, 105–6
evangelist’s experience in, 69
ownership of social media by, 33–34
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
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
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
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
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
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
Stratten, Scott, 82
SXSW, 183–84
“30 Rock” (TV show), 67
Traditional media
social media vs., 35
working with, 193
Training (See Education program)
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
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
Winn-Dixie, 185
Winning, ideal conditions for, 40–48
YouTube, 92
Zappos, 36–37
Zoetica, 83