Strategies for Tapping the Groundswell: A Practical Approach to Developing Your Company's Social Media Strategy
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- Synopsis
- You know your business needs to get involved with social technologies, but the rapidly shifting landscape of social media is so confusing, you don't know where to start-you have "groundswell approach-avoidance syndrome." You're not alone. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff identify the causes of groundswell approach-avoidance and suggest a treatment: clarify your objectives before you turn to the technology. You'll be introduced to the four-step POST planning process-people, objectives, strategy, and technology-that you should use to build your company's social media strategy. The authors then lay out the five primary objectives for groundswell strategy-listening, talking, energizing, supporting, and embracing-and show you how to pick the one that best matches the objectives of your company as a whole. This chapter was originally published as Chapter 4 of "Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies."
- Copyright:
- 2011
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/03/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.