How many pitches have you gotten from people claiming to be social media experts? How many times have you heard that social media is critical to your marketing strategy? Have you heard that the key to your success is the number of 'likes' on your corporate Facebook page? Have you ever wondered how to measure the impact of your company's presence on Facebook, Twitter, and Pinterest, or even whether these activities contribute to your bottom line at all? The most savvy executives understand that establishing a social media presence is not just a matter of hiring an unpaid intern, nor will engaging an expensive consultant guarantee a successful outcome in the digital space. This book offers you the basics - what every executive needs to know about social media, from strategy, to resourcing, to ROI. Specifically, you'll learn: * How to determine the best social media strategy for your business model * How to establish social media objectives that can be measured and evaluated * How to staff social media activities * How to social media can be used to support marketing and sales strategies * How social media works as an engagement tool for internal and external constituencies As an executive you don't have time to be an expert in everything. With this handy resource, you don't have to be.