Introduction: Why Should Anyone Care About Social Media?
Chapter 1 Social Media: An Overview.
Definition of Social Media.
History of Social Media.
A Minefield of Opportunities and Risks.
Chapter 2 Social Media: A Corporate Strategy.
Delivering Value: If Nothing Else — Listen and Learn.
Delivering Value: The Social Media Strategy.
The Evolution of Social Media Strategy.
Developing the Strategy.
The Social Media Plan.
Applying Social Media to Achieve Business Objectives.
Chapter 3 Monitoring and Measuring.
How It Can Go Wrong and What To Do.
Chapter 4 Social Media Policies.
The Social Media Policy Team.
Internal and External Stakeholders.
Elements of an Effective Social Media Policy for Internal Stakeholders.
Elements of an Effective Social Media Policy for External Stakeholders.
Social Media Policy Training.
Chapter 5 Social Media Risks.
Strategy and Planning Risks.
Execution and Process Risks.
Other General Risks.
Chapter 6 Social Media Governance.
Boards of Directors.
Committee Makeup/Department Feedback.
Legal, Compliance, and Risk Assessments.
Chapter 7 The Social Media Audit.
Appendix A Chapter Links.
Appendix B Common and Popular Social Media Tools and Platforms.
Appendix C Common and Popular Social Media Monitoring Tools.
Appendix D Links to Publicly Available Social Media Policies.
Appendix E Links and Information Regarding Regulation, Guidelines, and Legal Issues Involving Social Media.
About the Authors.