Accenture’s recently published book,
The Social Media Management Handbook: Everything You Need toKnow to Get Social Media Working in Your Business
, is designed to helpexecutives and managers in anybusiness capitalize on the promise,and overcome the challenges, of thispowerful new medium.Social media has captured theattention of companies large andsmall. As more and more peopleare taking to their computers andmobile devices to connect withfriends, post their opinions andengage in conversations, it’s vital forbusiness leaders to understand thisphenomenon and how to preparetheir organizations to thrive whencustomers wield more power andinfluence over businesses than everbefore. Some companies have mademajor strides in leveraging socialmedia to develop more effectivegrowth strategies. In studyingthese leaders, we have foundsuccess requires attention to fivecrucial aspects:
Pick a Strategy Before ItPicks You
Drawing from chapters one to fourof the Social Media ManagementHandbook, this aspect coversdeveloping a robust social mediastrategy that aligns to the overallbusiness strategy and that issupported by appropriate metrics, aswell as getting the entire organizationbehind the effort.
You’re Not on Stage Anymore;Welcome Into The Crowd
With reference to chapters fivethrough eight of the book, this aspectdiscusses the effect of social mediaon marketing and sales, and the newcollaborative nature of the customer-company relationship made possibleby social media.
It’s Not Just a New Channel;The Catalyst of Change atBusiness’ Core
Chapters nine to eleven of the bookexplore the implications of socialmedia on how companies run theircustomer service operations. Whilemany companies recognize thatsocial media can transform how theymarket and sell, fewer understand theprofound ways in which social mediacan help them respond to customerinquiries.
New Rules for Tools; The SocialMedia Technology Platform
At its core, social media is madepossible by technology. With chapters12 to 14 as a background, this aspectshows how an integrated social mediatechnology platform is the enginethat enables a company to provide thenext-generation customer experience.
The Time for ExperimentingIs Up; Act Now and ExpectWide Changes
While the front office is most closelyassociated with social media, thatdoesn’t mean the rest of a companyis immune to social media’s impact.Based on chapters 15 through 18, thisaspect describes the varied impactsof social media on other businessfunctions including R&D, HR and IT.
Five Crucial Aspects to Capitalize on the Promiseand Overcome the Challenges of Social Media
Making Social Media Pay