Table of Contents

• • Chapter - 01: Getting started – how to create a compelling social media programme;
  • Chapter - 02: Rules governing the relationship between search and social;
  • Chapter - 03: How to budget for social media activities;
  • Chapter - 04: Setting KPIs and measuring success;
  • Chapter - 05: Understanding social media ROI – what matters and what doesn’t;
  • Chapter - 06: Why social media is central to customer experience;
  • Chapter - 07: How to build a social media team – how to pick the right suppliers;
  • Chapter - 08: Understanding the relationship between online PR and social media;
  • Chapter - 09: The future for social media and the vastly changing landscape;
  • Chapter - 10: Risk assessment and risk management in social media

About the Author

Damian Ryan 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 and The Best Digital Marketing Campaigns in the World.

Reviews

"This excellent curated collection of observations is an all-in-one resource that should offer business marketers a wealth of guidance."
*Barry Silverstein, Foreword Reviews*

"this is... a textbook that's going to be required reading"
*Vickie Siculiano, Smarter Online Marketing Podcast*

"Takes a fresh approach to teaching the ins and outs of social media. With the case studies and various approaches, it's a comprehensive guide to making social media work for your business. It also goes so far as to illustrate how social media success translates to business success and sales, which is sometimes difficult to explain to clients (and ourselves). Understanding Social Media is perfect for someone who recognizes the benefits of social media marketing and wants to take it to the next level and learn to deliver and measure results."
*Sabrina Williams, Breeni Books*