Understanding Social Media: How to Create a Plan for Your Business that Works

  • 4h 37m
  • Damian Ryan
  • Kogan Page
  • 2015

Understanding Social Media is a companion title to the highly successful Understanding Digital Marketing. Accessible and practical, this book draws on experience, advice and tips from dozens of digital marketers and social media experts to create a comprehensive guide to current practice including:

  • Creating a social media program
  • Understanding stakeholders such as blogs, networks and Web 2.0
  • Rules governing the relationship between search and social
  • Case studies from successful and failed campaigns
  • Budgeting for social media activities
  • How to set key performance indicators (KPIs)
  • Understanding social media ROI
  • Customer experience
  • Building a social media team
  • Analytics and creating a social media dashboard
  • Risk assessment and risk management in social media

About the Author

Damian Ryan is a digital media and marketing expert who has been working at the forefront of the media industry for over 25 years. He is founder and chairman of The Global Academy of Digital Marketing, a collaborative movement comprised of digital marketers seeking knowledge, case studies, contacts and credible data to help them prosper. He is also a partner with Mediaventura, the UK's leading corporate finance firm for the TIME (Technology, Internet, Media and Entertainment) sector. He is also the author of Understanding Digital Marketing, The Best Digital Marketing Campaigns in the World, and The Best Digital Marketing Campaigns in the World II (Kogan Page).

In this Book

  • Getting Started – How to Create a Compelling Social Media Programme
  • Rules Governing the Relationship between Search and Social
  • How to Budget for Social Media Activities
  • Setting KPIs and Measuring Success
  • Understanding Social Media ROI – What Matters and What Doesn't
  • Why Social Media is Central to Customer Experience
  • How to Build a Social Media Team – How to Pick the Right Suppliers
  • Understanding the Relationship between Online PR and Social Media
  • The Future for Social Media and the Vastly Changing Landscape
  • Risk Assessment and Risk Management in Social Media