The Financial Times Guide to Social Media Strategy

INTRODUCTION

Social media has become an integral part of our professional and private lives. It is transforming customer service, market research, recruitment, sales, marketing and internal communication and encouraging the development of alternative business models and new corporate structures. It is also creating new challenges and risks. There has never been a more important time for all of us to understand its power, potential and pitfalls.

The book will demonstrate how by taking a more strategic approach to your use of social media you can generate better results, deliver more effective campaigns, build more valuable networks, gather smarter business intelligence, enhance customer loyalty and transform your corporate culture while, at ...