Part 1: Social media program development -- Creating the social company -- Aligning social media to business goals -- Planning for performance measurement -- Establishing clarity of vision, purpose, and execution -- Part 2: Social media program integration -- Understanding how social media plugs into the organization -- The people principle -- Establishing social media guidelines for the organization -- Laying the operational groundwork for effective social management -- The new rules of brand communications in the age of social media -- Part 3: Social media program management -- Listening before talking -- Social media and digital brand management -- Real-time digital support : fixing customer service once and for all -- Social media program management - putting it all together -- Part 4: Social media program measurement -- Creating measurement practice for social media programs -- ROI and other social media outcomes -- F.R.Y. (Frequency, reach, and yield) and social media -- Social media program analysis and reporting afterword

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