SocialCorp: Social Media Goes Corporate: Social Media Goes Corporate (Voices That Matter)

Description

This book will help companies of all sizes develop and implement a strategy to become a SocialCorp, a company that has adopted social media intelligently and effectively, in a way that does not compromise the company's primary obligations as a corporation. While the conversational and engagement values of social media are well understood, many social media theorists often overlook the realities faced by the large corporation, like accountability to shareholders and regulators, and how these factors cannot be overlooked in corporate social media adoption. Using case studies and analysis of available social media tools, and proven corporate social media strategies, the book will help corporate communicators understand the new communications landscape, the power of social media, and how to adopt it intelligently in a corporate environment. Cover Contents INTRODUCTION: Socializing Corporate Communications CHAPTER 1 Social Media Goes Corporate What Is a SocialCorp? Why Your Company Should Become a SocialCorp Social Media and Web 2.0 Social Media: Strategy or Tactic? Now What? CHAPTER 2 What Does It Take to Become a SocialCorp? SocialCorp Readiness Quiz Score SocialCorp Readiness CHAPTER 3 What Are Social Media and Web 2.0? Choosing the Right Social Media Tools Social Media Applications for Corporate Communications Rich Media What’s the Buzz Out There? Emerging Social Media Launching an Executive Blog Overcoming Personal Fear of Social Media Now What? CHAPTER 4 Can You Control Your Brand, or Just Share It? Corporate Identity in Social Media Unauthorized Social Media Use: Shut It Down or Let It Be? Identifying Company Spokespeople Establishing Corporate Identity in Social Media CHAPTER 5 Using Social Media to Reach the Right People Employee Engagement Analyst and Investor Relations Blogger Relations Customer Service, Support, and Engagement Workplace Collaboration for Engineering, R&D, Product Development, and General Productivity Business Partners Marketing CHAPTER 6 Balancing Social Media Risk and Reward Ethical Issues in Corporate Social Media Regulation Is Changing the Climate in Social Media Ethics Social Media Ethics Made Easy Existing U.S. Legislation Risk Mitigation CHAPTER 7 Can You Count Everything That Counts? Online Metrics Influence, Brand, Engagement, and Public Relations Value of Social Media The Tools Another Perspective Some Closing Thoughts CHAPTER 8 SocialCorp 2.0: Corporate Communications Inside Out Five Changes in the State of Social Media SocialCorp 2.0: Start Now! Glossary A B C D E F G H I J K L M N O P R S T V W Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z