Understanding Social Media is a companion title to the highly successful Understanding Digital Marketing. Accessible and practical, this book draws on experience, advice and tips from dozens of digital marketers and social media experts to create a comprehensive guide to current practice including:- Creating a social media program- Understanding stakeholders such as blogs, networks and Web 2.0- Rules governing the relationship between search and social- Case studies from successful and failed campaigns- Budgeting for social media activities- How to set key performance indicators (KPIs)- Understanding social media ROI- Customer experience- Building a social media team- Analytics and creating a social media dashboard- Risk assessment and risk management in social media