Understanding Social Mediais a companion title to the highly successfulUnderstanding Digital Marketing. Accessible and practical, this book draws on experience, advice and tips from dozens of digital marketers and social media experts to create a comprehensive guide to current practice including:- Creating a social media program- Understanding stakeholders such as blogs, networks and Web 2.0- Rules governing the relationship between search and social- Case studies from successful and failed campaigns- Budgeting for social media activities- How to set key performance indicators (KPIs)- Understanding social media ROI- Customer experience- Building a social media team- Analytics and creating a social media dashboard- Risk assessment and risk management in social media | Understanding Social Media by Damian Ryan, Paperback | Indigo Chapters