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Social Media Success Formula

"Social Media Success Formula" explores the vital role of social media in marketing. We delve into how blogs and social networks have become more affordable and accessible, and how they are evolving to be more user-friendly. This book introduces the concept of Word of Mouth (WOM) marketing, highlighting its powerful impact on customer acquisition compared to traditional event marketing. We discuss the importance of hashtags and sharing on platforms like Twitter, Instagram, Snapchat, and Facebook in creating significant buzz. Whether positive or negative, WOM can shape the fate of any organization. Our comprehensive guide helps you design effective online marketing strategies through social Word of Mouth (sWOM). We provide a detailed framework and practical tips to build a sustainable WOM environment. Through current case studies, best practices, and actionable advice, we deliver smart social media plans and cost-effective tactics you can deploy immediately. Our book also covers the role and influence of social consumers in WOM and addresses the impact of negative WOM. "Social Media Success Formula" is essential for marketing academics, students, researchers, and practitioners seeking insights into eWOM, sWOM, and the future of marketing.

How to Go Digital

Advice on how companies can succeed in the new digital business environment. The most important skills a leader needs to succeed in a digital environment are not technical in nature but managerial—strategic vision, forward-looking perspective, change-oriented mindset. A company's digital transformation does not involve abandoning widget-making for app developing or pursuing “disruption” at the cost of stability. Rather, it is about adopting business processes and practices that position organizations to compete effectively in the digital environment. More important than technology implementation are strategy, talent management, organizational structure, and leadership aligned for the digital world. How to Go Digital offers advice from management experts on how to steer your company into the digital future. The book will put you on the right strategic path, with articles from MIT Sloan Management Review on developing a digital strategy, reframing growth for a digital world, monetizing data, and generating sustainable value from social media. Talent acquisition and retention are addressed, with articles on HR analytics, data translators, and enabling employees to become brand ambassadors outside of the office. Operational makeovers are discussed in terms of sales, services, new technologies, and innovation. Contributors Allan Alter, Stephen J. Andriole, Bart Baesens, Gloria Barczak, Cynthia M. Beath, Alpheus Bingham, Didier Bonnet, Chris Brady, Joseph Byrum, Marina Candi, Manuel Cebrian, Marie-Cécile Cervellon, Simon Chadwick, Sophie De Winne, Mike Forde, Gerald C. Kane, Rahul Kapoor, David Kiron, Thomas Klueter, Mary C. Lacity, Rikard Lindgren, Pamela Lirio, Tucker J. Marion, Lars Mathiassen, Pete Maulik, Paul Michelman, Narendra Mulani, Pierre Nanterme, Doug Palmer, Alex “Sandy” Pentland, Anh Nguyen Phillips, Frank T. Piller, Iyad Rahwan, Deborah L. Roberts, Jeanne W. Ross, Ina M. Sebastian, Luc Sels, James E. Short, Fredrik Svahn, Steve Todd, Leslie P. Willcocks, H. James Wilson, Barbara H. Wixom

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