The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business (Hardcover)

How do organizations manage social media effectively?

Every organization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media books focus on strategies for communicating with customers, but they fail to address the internal process that takes place within a business before those strategies can be implemented. This book is geared toward helping you manage every step of the process required to use social media for business.

The Social Media Management Handbook provides a complete toolbox for defining and practicing a coherent social media strategy. It is a comprehensive resource for bringing together such disparate areas as IT, customer service, sales, communications, and more to meet social media goals. Wollan and Smith and their Accenture team explain policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. You will learn how to:

• Empower employees and teams to utilize social media effectively throughout the organization
• Measure the ROI of social media investments and ensure appropriate business value is achieved over time
• Make smarter decisions, make them more quickly, and make them stick

Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook.

From the Book: Making Sure Social Media Content Complies with Regulatory Guidelines
Technology is rushing to catch up with the needs of employers, advertisers, and individuals challenged to comply with FTC requirements, so here are a few suggestions.

Employees and Consumers Publishing Social Media
We suggest that individual social media publishers (such as bloggers, consumers, and employees) take these seven actions to ensure their compliance:

1. Say nothing about a product or service unless there is evidence to support that the statements are truthful and substantiated. The individual is liable for unsubstantiated claims if the statements fall within the definition of an endorsement according to the FTC.
2. Think twice about working with companies that do not provide disclosure information.
3. Push back if companies are not providing the information or support needed to comply with FTC guidelines.
4. Read agreements carefully.
5. Correct inaccurate or misleading information.
6. A quote from someone or description of what someone said should fairly reflect the substance of what the person said; quotes and descriptions should not deliberately or inadvertently distort the original meaning.
7. Always tell the truth, and tell it with confidence.

Employers
We suggest that employers take these seven actions to ensure their compliance and that of their employees:

1. Update social media policies to reflect the FTC Guide revisions in order to proactively inform employees of their obligations.
2. Educate employees. All of them.
3. Monitor to ensure compliance with disclosure requirements and accuracy of information. Ensure that social media listening and monitoring capabilities filter for relevant employee statements.
4. Correct inaccurate or misleading information.
5. Define and implement a process for handling employee statements that create liability for the company, once they are identified through listening and monitoring capabilities.
6. Consider implementing one of the emerging technology solutions that aspire to provide scalable, auditable, and compliant disclaimers for companies.
7. Document the company’s policies and the communication of those policies to employees. (A company can’t just say it did it. It has to be able to prove it.)

組織如何有效管理社交媒體？

每個組織都希望實施社交媒體，但要創建流程並管理員工以實現這一目標並不容易。大多數社交媒體書籍都著重於與客戶溝通的策略，但卻忽略了在實施這些策略之前企業內部所需進行的內部流程。本書旨在幫助您管理使用社交媒體進行業務所需的每一個步驟。

《社交媒體管理手冊》提供了一個完整的工具箱，用於定義和實踐一個一致的社交媒體策略。它是一個綜合資源，將IT、客戶服務、銷售、傳播等不同領域聚集在一起，以實現社交媒體目標。Wollan和Smith及其Accenture團隊解釋了可能出現的政策、程序、角色和責任、指標、策略、激勵措施和法律問題。您將學到如何：

- 授權員工和團隊在整個組織中有效利用社交媒體
- 測量社交媒體投資的回報率，確保長期實現適當的商業價值
- 做出更明智的決策，更快地做出決策，並使其持久

通過《社交媒體管理手冊》，充分利用您在公司的社交媒體投資，並充分發揮其好處。

從書中：確保社交媒體內容符合監管指南

技術正急於滿足雇主、廣告商和個人遵守聯邦貿易委員會要求的需求，因此這裡有一些建議。

員工和消費者發布社交媒體

我們建議個人社交媒體發布者（如博客作者、消費者和員工）採取以下七個行動，以確保他們的合規性：

1. 只有在有證據支持的情況下，才對產品或服務發表言論。如果這些陳述符合聯邦貿易委員會對背書的定義，則個人對未經證實的主張負有責任。
2. 三思而後與不提供披露信息的公司合作。
3. 如果公司未提供遵守聯邦貿易委員會指南所需的信息或支持，則要反駁。
4. 仔細閱讀協議。
5. 更正不準確或具有誤導性的信息。
6. 引用某人的話或對某人所說的描述應該公正反映該人的言論內容；引用和描述不應故意或無意地扭曲原始含義。
7. 始終講真話，並以自信的態度講出。

雇主

我們建議雇主採取以下七個行動，以確保自己和員工的合規性：

1. 更新社交媒體政策，以反映聯邦貿易委員會指南的修訂，以主動告知員工他們的義務。
2. 教育所有員工。
3. 監控以確保披露要求的合規性和信息的準確性。確保社交媒體監聽和監測功能過濾出相關的員工言論。
4. 更正不準確或具有誤導性的信息。
5. 定義並實施一個處理員工言論的流程，一旦通過監聽和監測功能識別出對公司造成責任的言論。
6. 考慮實施一種新興技術解決方案，旨在為公司提供可擴展、可審計和合規的免責聲明。
7. 記錄公司的政策以及將這些政策傳達給員工的溝通。