Social Media Marketing for Business: Scaling an Integrated Social Media Strategy Across Your Organization

  • 4h 53m
  • Andrew Jenkins
  • Kogan Page
  • 2022

Social media has become an imperative for almost every business. Discover how to successfully implement an effective social media strategy that is supported and integrated throughout every part of your organization, with this essential handbook to enhancing your online presence.

Social Media Marketing for Business provides a step-by-step roadmap to setting up effective workflows, team configurations, governance models and social media policies, alongside creating and measuring content and social media campaigns that have the competitive edge. Featuring insights from leading industry experts, it covers areas such as balancing social media ownership, measuring success using analytics and conducting a social media audit.

Containing an array of international case study examples from organizations such as The World Wildlife Fund (WWF), Deloitte Digital, Dell, Burger King and LVMH, Social Media Marketing for Business explores how to build a supportive culture, get buy-in and the common pitfalls to avoid. Supported by a content calendar templates, content marketing framework and online presentation slides, this book is a one-stop-shop for developing effective social media marketing strategies and integrating them within your business.

About the Author

Andrew Jenkins is Principal of Volterra, a professional services firm specializing in social media and social selling strategies. Based in Toronto, Canada, he was formerly the Head of Social Media Strategy for Royal Bank of Canada (RBC) and has worked with a diverse list of companies in North America and Europe, including CIBC, Rogers, Bell Canada, InfoSpace and The Aga Khan Foundation. A regular international speaker and panellist at numerous industry conferences and events, he also teaches a course on Social Media Strategies for the Enterprise at the University of Toronto's School of Continuing Studies.

In this Book

  • Introduction
  • You’re in Charge of Social Media, Now What?
  • The Who/What/Where of Your Social Media and Content Audit
  • Social Media Governance and Policy Development
  • Content! Content! Content!
  • Training
  • Analytics and ROI
  • Employee Advocacy and Personal Branding
  • In-House or Outsource
  • Beware Bright Shiny Syndrome
  • Your Social Media Operating Model
  • Giving up Control
  • Paid Social Media
  • Hashtags
  • Humanity
  • Bringing it All Together
  • Resources
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