Social Media ROI

Marketing expert Olivier Blanchard sets out how to give a social media program real business discipline and tie it to an organization's goals. He gathers practices for planning, strategy, execution, analysis, measurement and optimization, and shows how to define the financial and non-financial results a program should aim for. Topics run from structuring programs and attracting followers to choosing metrics, handling crises, offering real-time customer support through social channels and beginning by listening before talking. Blanchard also introduces FRY, a measure of frequency, reach and yield. Brian Solis wrote the foreword, and the book came out in 2011.

Jeff Gibbard, chief brand officer at From The Future, listed it among five books he suggests to young people interested in his line of work.