<P><I>Understanding Social Media</I> is a companion title to the highly successful <I>Understanding Digital Marketing</I>. Accessible and practical, this book draws on the experiences of over 200 marketers to create comprehensive guide to current practice including:</P><p>- Creating a social media program<BR>- Understanding stakeholders such as blogs, networks and Web 2.0<BR>- Rules governing the relationship between search and social<BR>- Case studies from successful and failed campaigns<BR>- Budgeting for social media activities<BR>- How to set key performance indicators (KPIs)<BR>- Understanding social media ROI<BR>- Customer Experience<BR>- Building a social media team<BR>- Analytics and creating a social media dashboard<BR>- Risk assessment and risk management in social media <p>Featuring detailed case studies, practical exercises and interviews, this book is an essential guide to social media for marketing students and practitioners.