NICK SMITH is GlobalManaging Director of MarketingTransformation in the Accenture Customer Relationship Management service line. He has over twenty years of experience in advertising, marketing, and customer relationship management, with a track record of value creation through effective operational sales and marketing initiatives. twitter.com/NickXSmith ROBERT WOLLAN is Global Managing Director of the Accenture Customer Relationship Management service line, including customer analytics and the marketing, sales, and service transformation groups. With over twenty years of experience, he leads a global team of experts in customer-centric marketing, sales, service, and customer operations, as well as driving major growth areas in advanced segmentation, digital transformation/social CRM, multichannel customer contact, and enterprise service delivery across the nineteen industries Accenture serves globally. twitter.com/RobertWollan CATHERINE ZHOU is Managing Director of Customer Analytics in the Accenture Customer Relationship Management service line. She has over fifteen years of experience in multichannel customer experience strategy and execution, segmentation and implementation, digital media analytics, marketing and business intelligence, and customer targeting capabilities. She serves clients in multiple industries including communications, high tech, retail, financial services, and energy. twitter.com/catherinezhou

"Well worth a read if you are thinking of going down the social media road." (HR Magazine, June 2011) "... provides a complete toolbox for defining and practicing a coherent social-media strategy." (EFMA Journal, June 2011) "A breezy read, the compelling discussion by the authors makes a solid case for corporations to revamp their views and policies on social media." (Human Resources)

• Introduction: What is Social Media? ixI Social Media Strategy for Organizations 11 The Power and Business Risks of Social Media 3Nick Smith and Robert Wollan2 How to Develop a Social Media Strategy 16Chris Boudreaux3 Social Media ROI: New Metrics for Customer Health 36Kevin Quiring4 Selling Social Media within the Organization 54Robert WollanII Marketing and Sales in Social Media 655 Social Media and the Voice of the Customer 67Chris Zinner and Catherine Zhou6 Integrating Social CRM Insights into the Customer Analytics Function 91Rayid Ghani and Sarah Bentley7 Using Social Media to Drive Product Development and Find New Services to Sell 104Adi Alon and A.J. Gupta8 Social Community Marketing and Selling 120Robert Wollan and Andr_e TrochymiukIII Customer Service and Support with Social Media 1399 Using Social Media in Customer Service and Support 141Stephanie Sadowski10 Social Media: Responding to Customer Complaints 160Todd R. Wagner11 Staying Out of Trouble: Complying with FTC Disclosures 175Chris BoudreauxIV Beyond the ‘‘Pilot’’ Phase: The Core Components of the Agile Digital Enterprise 18712 Creating and Implementing a Social Media Technology Platform 189Anatoly Roytman and Joseph Hughes13 Social CRM on the Move: Mobility Implications for Social Media Programs 209Greg Jenko, Lars Kamp, and Saj Usman14 New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media 220Robert Wollan and Kelly DempskiV Empowering Employees for Social Media Success 23115 Culture Traits, Employee Incentives, and Training 233Christine Eberle16 New Roles and Responsibilities 250Chris Zinner and Vanessa Godshalk17 Social Media Policies 274Chris Boudreaux18 Social Media, Collaboration, and Value Creation in Organizations 286Robert J. ThomasAppendix 1 299Appendix 2 301Notes 307Index 315