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The Social Media Strategist: Build a Successful Program from the Inside Out [Hardcover]

Christopher Barger
4.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

Dec 20 2011

Build a powerful social media strategy to increase buzz—and the bottom line

“Whether you’re Fortune 500 or a small business owner, if you’re looking for success in this field, you owe it to yourself to read this book.”
—George G. Smith Jr., Social Strategist, PepsiCo

“After working with hundreds of organizations in their efforts to adopt social technologies, I can safely say The Social Media Strategist is the best guide available. Christopher Barger elevates the social media conversation with an experienced pragmatic insider’s discussion about real adoption. This book should be on every corporate and agency practitioner’s shelf.”
—Geoff Livingston, author of Welcome to the Fifth Estate and Now Is Gone

“This book is an absolute must-read for anyone seeking to better understand how to plug social media into their business from both a strategic and an operational standpoint, and should be required reading for communications and business management students around the world.”
—Olivier A. Blanchard, author of Social Media ROI

The Social Media Strategist is refreshing because it has substance amidst a sea of social media superficiality. It will help you think strategically and realistically so you can act efficiently and creatively. If you’re serious about business and committed about leveraging social media, you need to read this book.”
—Esteban Contreras, Social Media Marketing Manager, Samsung USA

“Christopher offers a refreshing point of view as a seasoned practitioner and leader in the earliest days of the social media evolution. He describes the challenges of large-scale internal change and the rewards of integrating social media business planning, and he shares real-world examples of successful campaigns.”
—Shauna Causey, Head of Social Media, Nordstrom

About the Book:

In today’s fast-paced professional climate, large companies are learning that launching a website and taking a wait-and-see approach to engaging customers is not enough. Competition is fierce, and those who master the social media space are the ones who come out on top. There is greater urgency than ever before to establish a vibrant social media program—and it all starts with a key strategist who can best organize and leverage all of the organization’s resources to cut through the bureaucracy and get real-time results.

This is where The Social Media Strategist comes in. Before tackling specific social media programs, you first have to get your own organization—and everyone in it—on board with making social media a business strategy priority.

Christopher Barger, the award-winning former social media director at General Motors and IBM’s former “blogger-in-chief,” describes all the challenges particular to getting a comprehensive social media program off the ground in a large firm. The Social Media Strategist teaches you how to:

  • Manage internal office politics, from your legal team to the policy makers to the human resource department
  • Present new ideas to lawyers and executives in a compelling, convincing way
  • Teach your employees the guidelines and protocols they’ll need to represent your company
  • Turn your organization into a true media outlet, publishing content that is generated by in-house employees and is truly engaging to an outside audience

“Telling a company from the outside what it should do is one thing,” writes Barger. “Actually making it happen from the inside is quite another.” Here, he takes the bold step of starting where all successful endeavors begin: by planning well, by putting all the moving parts in the right place, by constructing a solid foundation.

Consult The Social Media Strategist and build the best-suited social media infrastructure for your company. Then, and only then, can you begin to raise your profile, connect with customers, and increase your profits using the most powerful new business tool.



Product Details


Product Description

About the Author

Christopher Barger is senior vice president of global programs at Voce Connect, a division of Porter Novelli, which assists clients around the world in developing social media programs and strategies. He spent four years as director of global social media at General Motors, and he served as IBM’s “blogger-in-chief,” playing a crucial role in developing IBM’s online presence.


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most helpful customer reviews
By Bustin'
Format:Hardcover
Great book by the guy who led General Motor's social media team through their bankruptcy and bail out and IBM's pioneering social media efforts. The book is aimed at people working in large organizations facing structural and cultural barriers to adopting and implementing social media programs.

Pros
* Focuses on principles and guidelines, not tools
* Lays out "The Lucky Seven" requirements for social media success in large organizations right in the intro
* Points out the gap that often exists between consultant advice and the reality of implementing SM in big orgs
* Measurement: spends a good deal of time dispelling the numbers myth (i.e. it's all about how many likes/followers) and arguing for metrics tied to real business goals
* Encourages people to share what doesn't work as much as what does
* Gives lots of specific case studies
* Crises: Explains why, in a crisis, being reactive on the social Web IS proactive.
* Says don't just focus on people with lots of followers.

Cons
* Regarding measuring your social media program, he says 'eliminate other factors' to find out if it's your SM program driving change but doesn't explain how to do it since you can't do things over.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.7 out of 5 stars  17 reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars Insights into social media strategy development from a true expert - an excellent read! Jan. 24 2012
By M. Gomez - Published on Amazon.com
Format:Hardcover|Verified Purchase
It is refreshing to find a book about social media strategy that has compelling, timely and useful content AND is a joy to read. Christopher Barger calls upon his corporate communications and social media development experiences at General Motors and IBM to offer an excellent resource for organizations of all sizes, filled with real-life examples, anecdotes and lessons-learned.

What truly impressed me about The Social Media Strategist was the focus on developing an effective and successful social media strategy. This may sound like a colossal no-brainer (I can hear you saying, "Yes, but that's the name of the book!") - trust me when I say that I've read far too many books, posts and articles that SAY they'll help you develop a strategy, but don't. The author provides concrete advice, actionable ideas and insights that make sense from both a business perspective and a social media perspective. All too often you get one or the other - rarely do you get both in one place.

Christopher Barger learned by doing, and he shares his hard-won knowledge in an eminently readable book. I'd say it belongs on the shelf of every organization that values excellence in social media, but you'll reach for it so often that it might be easier to keep it on your desk. Simply stated, if you want to develop a successful social media strategy or if you want to enhance an existing strategy, do yourself a favor and read this book.
2 of 2 people found the following review helpful
5.0 out of 5 stars Essential reading from the trenches Jan. 25 2012
By Maddie Grant - Published on Amazon.com
Format:Hardcover|Verified Purchase
I stand by my praise quote: "This book is a MUST READ for anyone implementing social media for a large organization--you'll learn the true, valuable lessons from someone who's been there and learned the craft the hard way."

We need more books like this. So many businesses are doing the work of social media management - and, if they are doing it successfully, humanizing themselves in the process - and we want to read more insights from people who are actually living and breathing it, not those who are just playing with it and presenting the same old ideas everywhere they go to audiences who don't know any better. THIS is the kind of book you should be reading - with lessons from the trenches, not just from the podium. (Though if Christopher is speaking somewhere - go, and relish the opportunity to ask him questions as someone who's truly immersed in the real work of social media.)
1 of 1 people found the following review helpful
4.0 out of 5 stars Good Info June 13 2013
By tabbykiki - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
I enjoyed this book very much, being relatively new to my position as a Social Media Strategist. However, I would have liked to see a bit more on strategy - specifically strategic plan examples. Overall though, great information.
1 of 1 people found the following review helpful
4.0 out of 5 stars Very Good March 21 2012
By D. Lawyer - Published on Amazon.com
Format:Hardcover|Verified Purchase
I really just started getting into the meat and potatoes of The Social Media Strategist but what I've read so far is pretty good. Still driving through parts of the book which I am familiar with (having already been involved in social media strategy design), there are always tid bits here and there which I have found useful.

Despite the fact that I already provide Social Media Strategy Design assistance to businesses and individuals, this book is still a trusty resource to have on the shelf...
2 of 3 people found the following review helpful
5.0 out of 5 stars Learned a lot Jan. 12 2012
By Ed - Published on Amazon.com
Format:Hardcover
I thought the book would be simplistic, but there are a lot of great insights here. The author takes lessons he learned from GM and IBM and really makes them relevant to anyone (most of whom would not be at a mega-company like those two). It's well-written and interesting. If you're interested in the topic, you'll get a lot out of this book.
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