The social customer : how brands can use social CRM to acquire, monetize, and retain fans, friends, and followers / Adam Metz.

Incluye bibliografía.

The brand as a social object and the business case for social CRM -- The ´how´ and ´where´ of engagement and the four social customer scenarios -- Social customer relationship management -- Social customer insights and an introduction to the 23 use cases of social CRM -- Social marketing -- Social sales -- Social support -- Social innovation and product development -- Collaboration -- Seamless customer experience -- Metrics and rationale -- The methodology -- Social CRM strategy -- Misunderstandings and failures in social CRM -- The 98 percent customer management model -- Social customer analytics : how to tell if your team´s doing it right -- Work flows and escalation paths -- Social advertising, the social/mobile platform, and integration with retail -- The social customer and the law -- Consumer trust and ethics -- International feel.