第１章　社会化媒体述..........................................................2
1.1　博客（Blog）.............................................................3
1.2　维基（Wiki）.............................................................7
1.3　视频分享网站（Video）....................................................9
1.4　论坛（BBS）.............................................................12
1.5　社交网络（SNS）.........................................................15
1.6　主题分享社区（Community）................................................17
1.7　微博（MicroBlog）........................................................22
1.8　微信（Wechat）...........................................................25
第2章　社会化商务的定义......................................................33
2.1　社会化品牌形象..........................................................34
2.2　社会化公共关系（Public Relation）.......................................37
2.3　社会化口碑管理（Public Praise Manage）..................................41
第3章　构建立体社媒体系......................................................45
3.1　第一级：基础构建（Basic Structure）.....................................46
3.2　第二级：传递构建（Spread Structure）....................................51
3.3　 第三级：整合构建（IntegratedStructure）............................... 54
3.4　 第四级：社区构建（Community Structure）................................59
3.5　第五级：移动构建（Mobile Structure）....................................60
第4章　社媒体系之微博........................................................63
4.1　微博定位................................................................63
4.2　资料设置................................................................67
4.3　账号矩阵................................................................72
4.4　粉丝管理...............................................................74
4.5　内容规划...............................................................76
4.6　微博礼仪...............................................................77
4.7　舆情监测...............................................................78
第5章　社媒体系之微信.......................................................82
5.1　微信会员系统...........................................................83
5.2　微信微商城.............................................................85
5.3　微信客服系统...........................................................88
5.4　微信O2O解决方案........................................................90
第6章　社会化关系...........................................................95
6.1　六度分隔理论...........................................................95
6.2　社会化网络关系管理....................................................100
第7章　社会化消费者的崛起................................................. 110
7.1　社会化消费者概述..................................................... 110
7.2　社会化消费者行为特征................................................. 113
7.3　与消费者建立联系的新途径..............................................122
7.4　通过社会化媒体提升品牌忠诚度..........................................124
第8章　社会化商务的兴起....................................................128
8.1　2012年社会化奥运会....................................................128
8.2　小米求合体............................................................131
8.3　社会化游戏Draw Something..............................................135
8.4　荣威350豆瓣互动营销...................................................137
8.5　 迈锐宝时光巡礼——首部微博“互动史诗”...............................141
8.6　《舌尖上的中国》话题引爆..............................................143
8.7　招商银行——社会化媒体矩阵............................................146
8.8　口袋小秘书——人性化的微信导购........................................155
8.9　太平洋咖啡微信便捷支付................................................160
8.10　海口美兰机场微信值机通关.............................................163
8.11　耐克微信跑团.........................................................165
8.12　去哪儿呼叫中心式微信客服.............................................166
8.13　绫致集团无缝O2O营销..................................................167
第9章　社会化商务的8个发展趋势.............................................175
9.1　SMO迅速普及...........................................................175
9.2　社会化商务与传统商务趋于融合..........................................179
9.3　企业积极构建SCRM......................................................181
9.4　企业社会化媒体预算逐年增加............................................183
9.5　广告植入式微电影趋于成熟..............................................186
9.6　C2B与反向团购.........................................................188
9.7　无处不在的移动营销....................................................191
9.8　读图时代的来临........................................................194
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