The community manager's playbook : how to build brand awareness and customer engagement /: how to build brand awareness and customer engagement. (2015)

• Record Type: Book
• Further Information: Note: Lauren Perkins.
• Authors: Perkins, Lauren
• Contents: ""Contents""; ""About the Author""; ""Acknowledgments""; ""Introduction""; ""Part I: Learning""; ""Chapter 1: What Is Community Management?""; ""What Is Community?""; ""What Defines a Community?""; ""8 Key Reasons People Join Communities""; ""What Community Means to Business""; ""Small Business Knows Communities""; ""What Is Community in the Digital Age?""; ""3 Types of Online Communities for Business""; ""The Power of Community Can Make or Break a Business""; ""What Happens When You Neglect Community Management""; ""What Is a Community Manager?"" ""Measuring the Value of Community Management""""How Community Creates Tangible Value""; ""Almost Ready to Dive In . . .""; ""The Value of Community Management in Your Organization""; ""Donâ€?t Say Itâ€?s Over""; ""Chapter 2: Not All Communities Are Created Equal""; ""Background: the Expansion and Scope of the CM Role""; ""What Is a Community Manager Today?""; ""Defining Community Management for Your Organization""; ""What Should the Role Look Like?""; ""Primary Responsibilities""; ""Who Should the CM Report To?""; ""The Risk of Hiring Without Forethought"" ""Factor in the Probability of Change""""Debate: Social Media Manager or Community Manager?""; ""Community Manager""; ""Social Media Manager""; ""How Do I Find This Magical Person?""; ""1. Narrow the Field: Five Qualities That Every CM Must Have""; ""Personality Characteristics""; ""Work Style Characteristics""; ""2. Choose the Right Candidate: Identify the Characteristics Needed for the CM role Youâ€?ve Defined""; ""Experience""; ""Exercises""; ""For Hiring Managers""; ""For Community Managers""; ""Find Your Own Communities""; ""This Chapter Is History""; ""Chapter 3: Hired!"" ""Choose Wisely""""Jack or Jill of All Trades?""; ""Customizing Community Management for Your Company""; ""Job Descriptions""; ""CM Job #1""; ""Takeaways""; ""CM Job #2""; ""Takeaways""; ""CM Job #3""; ""Takeaways""; ""CM Job #4""; ""Takeaways""; ""CM Job #5""; ""Takeaways""; ""CM Job #6""; ""Takeaways""; ""CM Job #7""; ""Takeaways""; ""Now Go Write the CM Job Description""; ""Hire the Right CM""; ""Setting up the CM Role for Success""; ""Get Hired""; ""How to Build Your Credentials and Portfolio""; ""What Do I Need to Know and to Prepare for the Interview Process?""; ""Toolbox"" ""Tools for Aspiring CMs""""Tools for Hiring Managers""; ""Summary""; ""Chapter 4: How Community Creates Business Value""; ""Customer First, but How?""; ""Think like a Brand. Act like a Startup.â?¢""; ""What Real Community Management Looks Like""; ""Customer: At the Heart of Strategy""; ""Customer Experience""; ""Customer Journey""; ""From Funnel to Ongoing Engagement""; ""Discovery and Validation: The Learning Loop""; ""Discovery""; ""Validation""; ""Brand: An Outgrowth and Representation of Customer Desires""; ""The Four Main Business Quadrants""; ""Product & Service""
• Publisher Details: Berkeley : Apress
• Publication Date: 2015
• Copyright Date: 2015
• Extent: 1 online resource (xii, 316 pages), illustrations
• Subjects: 658.8/12; Business; Customer relations -- Management; Branding (Marketing); BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Branding (Marketing); Customer relations -- Management; Management science; Business & management; Electronic books
• Languages: English
• ISBNs: 9781430249962; 1430249951; 9781430249955
• Related ISBNs: 143024996X; 9781430249955
• Notes: Note: Includes bibliographical references and index.; Note: Online resource; title from PDF title page (SpringerLink, viewed January 16, 2015).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.