Cover -- Whose Job Is Social Media? -- Who Spends Time on Facebook and Why -- Five Pillars of Facebook Marketing -- Balancing Corporate and Local Initiatives -- The Questions Every Company Should Ask -- What Is Being Said and Who Is Saying It? -- Who Said It and Are They Allowed? -- What Should Be Said? -- What's the ROI? -- Whom Should I Work with and How Much Do I Spend? -- Five Steps to Hitting a Facebook Home Run -- Important Trends -- Acknowledgments -- About the Author.

The condensed guide summarizing everything you need to know to help your business win in the Facebook Era: Learn tools from effective strategy to profitable execution, systems, and policies. Like the Internet before it, Facebook is changing every aspect of business and society. Facebook has in fact become, for all intents and purposes, the new Web. What does this mean for your organization? Fifteen years ago, we had to master email. Today, we must master Facebook to stay relevant with customers. Business leaders who cultivate fans on social media are reaping repeat sales, cross-sales, and referrals. Those who don't are missing out on critical conversations and risking brand irrelevancy. 2010 was about social media strategy, vision, and learning. 2011 is all about execution.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.