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CITATION

Metz, Adam. The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers. US: McGraw-Hill, 2011.

The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers

Authors: Adam Metz

Published:  August 2011

eISBN: 9780071762144 0071762140 | ISBN: 9780071759182
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  • Contents
  • Foreword
  • Preface
  • Acknowledgments
  • Introduction
  • Disclosures
  • 1. The Brand as a Social Object and the Business Case for Social CRM
  • 2. The “HOW" and “WHERE" of Engagement and the Four Social Customer Scenarios
  • 3. Social Customer Relationship Management
  • 4. Social Customer Insights and an Introduction to the 23 Use Cases of Social CRM
  • 5. Social Marketing
  • 6. Social Sales
  • 7. Social Support
  • 8. Social Innovation and Product Development
  • 9. Collaboration
  • 10. Seamless Customer Experience
  • 11. Metrics and Rationale
  • 12. The Methodology
  • 13. Social CRM Strategy
  • 14. Misunderstandings and Failures in Social CRM
  • 15. The 98 Percent Customer Management Model
  • 16. Social Customer Analytics: How to Tell if Your Team’s Doing it Right
  • 17. Work Flows and Escalation Paths
  • 18. Social Advertising, the Social/Mobile Platform, and Integration with Retail
  • 19. The Social Customer and the Law
  • 20. Consumer Trust and Ethics
  • 21. International Feel
  • Conclusion
  • Afterword
  • Notes
  • Index