%0 Journal Article
%T Review of Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization, by Olivier Blanchard, Boston: Que Publishing, 2011, 350 pages
%A Raluca Silvia CIOCHINA
%J Revista Roman£¿ de Comunicare £¿i Rela£¿ii Publice
%D 2012
%I National School of Political Studies and Public Administration
%X Social media and their impact on organizational strategic communication have become an important part of research in public relations, marketing and management. Whereas social media is genuinely presented as an unstable environment, characterized by constant changes and shifts of directions, these channels of communication still remain a fertile ground for leveragingthe relationship between organizations and their publics.Olivier Blanchard's book called Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization is built on the idea of setting out a social media program in order to achieve business objectives and goals. The book appears to be more a justification process ("business justification", as the author calls it) and, at the same time, a pitch for organizations looking to invest in social media, but that are not yet convinced of its value, nor they understand their current success. The structure of the book is actually built up as a guideline for a Social Media Program Manager who would experience difficulties along the way of developingand implementing a social media program into an organization. Althoughreaders may initially link the book title to the specific relation between investment and its return (by numbers, with inferring justifications and methods of achieving them), they will find also clear examples of the way in which social media planning should be approached and integrated inside an organization. By all means, throughout the entire book, the author gives the reader the possibility to explicitly formulate discourses which can enhance and stand for the proper use and acceptance of social media into an organized system. Blanchard's book can be described as a training tool for future social media managers who understand the relevancy of integrating a social communication tool into the overall business objectives and goals.
%U http://journalofcommunication.ro/27/Ciochina_27.pdf