Table of Contents

• PART 1 - PLAN: DEVELOPING A SUCCESSFUL SOCIAL MEDIA STRATEGY
• 1 Defining your objectives
• 2 Measuring success
• 3 Creating an operating system
• PART 2 - DO: HARNESSING THE POWER OF SOCIAL MEDIA TO BOOST YOUR BUSINESS
• 4 Delivering a core social media programme
• 5 Making the most of social intelligence
• 6 Using social media to enhance your sales and marketing
• 7 Embracing social customer service
• 8 Reinvigorating your internal communications
• 9 Transforming your corporate culture
• PART 3 - CHECK: MANAGING RISKS AND MEASURING PERFORMANCE
• 10 Avoiding problems and handling crises
• 11 Auditing your performance
• PART 4 - BE: DEVELOPING YOUR PERSONAL PROFILE AND LEADERSHIP SKILLS
• 12 Enhancing your social media literacy
• 13 Managing your personal brand
• 14 Using social media as a leadership tool

About the Author

Martin Thomas is a highly-experienced marketing communications consultant, trainer, author, public speaker and non-executive director. He has enjoyed a successful career in advertising, PR, sponsorship and media including senior management roles with some of the world's leading marketing services agencies. Much of his work has been focused on helping organisations respond to the opportunities and challenges posed by digital media.  He is the digital and social media course leader for the Institute of Directors.