Account issues, 127
Account ownership, 127–128
Account status, 126–127
Acronyms, 150–151
Altruists, 40
Amplified word of mouth, 7
Audience, 11
Authority, 177–178
Boomerangs, 40
Brand advocates, 46
Brand ambassadors, 44
Brand awareness, 19
Brand voice, 77–80, 128
Business-to-business (B2B) market, 23
Business-to-customer (B2C) market, 23
Call-to-action, 153–154
Careerists, 40
Celebrities, 44, 91
Clear and conspicuous disclosures, 98–101
Coca-Cola Company, 133
Co-creation, 14
Collaborative word of mouth, 7
Commitment, 179–181
Communication, 12, 13
Company-generated communication, 16
Competition, 64–66
Compliance, 126–127
Connectors, 40
Consistency, 179–181
Consumer base, 64
Consumer content, 15–16
Consumer feedback, 5
Consumer satisfaction, 20–21
Content marketing, 137–138
Creative strategies, 148–150
Customer services, 81–82
Deception, 93–94
Disclosure format, 109–112
Earned media, 5
Electronic word of mouth, 8–10
Emotional arousal, 146–148
Employee engagement, 70
Endorsers, 109
Environmental Protection Agency (EPA), 134
EPA. See Environmental Protection Agency
Everyday consumers, 45
Executive buy-in and support, 66–69
Experts, 46
Explicit sharing, 38
Facebook, 199–203
Federal Trade Commission (FTC)
commonly asked questions, 107–112
definition of, 94
disclosure, 96–97
endorsement guidelines for clear and conspicuous disclosures, 98–101
industry regulations, 104–105
material connections, 95–96
meeting guidelines, 107
method of disclosure, 101–104
responsibilities, 98
FTC. See Federal Trade Commission
Hashtags, 154–155
Hipsters, 40
Image attributes, 164–166
Implicit sharing, 38
Independence, 126
Influencer programs, 49–52
Innovation, 72–74
Instagram, 206–207
Intel, 132–133
Legal and regulatory issues, 22. See also Federal Trade Commission (FTC)
Length, 150
Liking, 182–183
LinkedIn, 197–200
Links, 154
Marketing communications, 75–76
Message valence, 146–148
New York Times, 40
Official accounts, 126
Online media, 5
Organic word of mouth, 7
Owned media, 5
Paid media, 5
Paid social influencers, 43–44
Personal accounts, 11
Persuasion principles
authority, 177–178
commitment, 179–181
consistency, 179–181
liking, 182–183
reciprocity, 175–177
scarcity, 178–179
social proof, 181
Pinterest, 207–210
Policy statement, 125
Public information, 63
Quotes, 155–156
Reciprocity, 175–177
Referral programs, 47–48
SAP. See Systems Applications and Products
Scalability, 13
Scarcity, 178–179
Selectives, 40
Social B2B companies, 84–86
Social business
definition of, 60
overview of, 59–60
in sWOM, 22
Social business maturity model
brand voice, 77–80
competition, 64–66
consumer base, 64
customer services, 81–82
employee engagement, 70
executive buy-in and support, 66–69
humanizing brand, 76–77
human resources, 74–75
innovation, 72–74
marketing communications, 75–76
maturity phase, 82–84
presentation of, 61
public information, 63
social connections, 63–64
strategic insights and execution, 71–72
transition phase, 70–82
trial phase, 63–69
Social connections, 63–64
Social consumer
accessing social media, 32–33
definition of, 29–30
description of, 30–32
levels of engagement, 33–34
social influencers, 42–43
social listener, 35–37
social sharers, 37–42
in sWOM, 22
Social influence marketing programs
influencer programs, 49–52
referral programs, 47–48
Social influencer, 42–43
examples, 92–93
Social listener, 35–37
Social media
deception, 93–94
employees on, 105–107
engagement, 20
Social Media Advisory Board, 121–122
Social media engagement pyramid, 33–34
Social media policy
company culture, 120–121
distributing feedback, 125
drafting document, 125
examples of, 132–134
introducing, 130–132
necessity of, 116–119
overview of, 115–116
periodic review, 132
purpose of, 119–120
research, 122–125
Social Media Advisory Board, 121–122
in sWOM, 22–23
Social media policy inclusions
account issues, 127
account ownership, 127–128
account status, 126–127
approved platforms, 125–126
best practices, 129–130
brand voice, 128
legal issues, 127
policy statement, 125
Social proof, 181
Social sharers, 37–42
Social sharing applied, 23
Social word of mouth (sWOM)
company information, 191–193
content, 193–197
cover photograph, 189–190
definition of, 10
examples of, 19–21
explanation of, 10–11
Facebook, 199–203
importance of, 18–19
Instagram, 206–207
LinkedIn, 197–200
Pinterest, 207–210
profile photograph, 190–191
scope of, 12
Twitter, 202–205
typology of, 16
YouTube, 210–215
Storytelling
content and, 142–145
creative strategies, 148–150
keys to successful, 140–142
message valence and emotional arousal, 146–148
overview of, 137–138
in sWOM, 23
textual, 150–152
visual, 156–161
visual analytics and commerce, 162–166
Strong ties, 9
Structuring influencer programs, 50–52
Systems Applications and Products (SAP), 86–87
Target Corporation, 133–134
Termination, 127
Textual storytelling
acronyms, 150–151
call-to-action, 153–154
hashtags, 154–155
length, 150
links, 154
quotes, 155–156
word choice, 152–153
Tourism Australia, social sharing
authority, 184–185
commitment, 185
consistency, 185
liking, 185–186
overview of, 183–184
reciprocity, 184
social proof, 185
Traditional word of mouth, 6–8
Unofficial accounts, 126
Unpaid social influencers, 45–46
User descriptors, 11–12
Visual analytics, 162–166
Visual commerce, 162–166
Visual storytelling
not for options, 160–161
photos and consumption practices, 158–159
popularity, 158
power of images, 156–157
videos and other digital assets, 159–160
Weak ties, 9
WOM. See Word of mouth
WOMMA. See Word of Mouth Marketing Association
Word choice, 152–153
Word of mouth (WOM)
electronic, 8–10
importance of, 3
organic, 7
reasons for, 2–6
social. See Social word of mouth marketing (sWOM)
traditional, 6–8
Word of Mouth Marketing Association (WOMMA), 3
YouTube, 210–215