Why are establishing social media guidelines or governance important to a business’s social media program?

Discussion 1 ________________________________________ Social Media Policy & Governance Why are establishing social media guidelines or governance important to a business’s social media program? What types of issues might arise for a business? How does a business become a social business and create a social media culture? Explain. Discussion 2 ________________________________________ Social Media for Leads Generation What are leads and how do they align to a business’ goals? Are there different types of leads? How does a business identify leads using social media? Explain. ***PLEASE KEEP EACH DISCUSSION SEPARATE AS IT IS ON THE INSTRUCTIONS. DISCUSSION ONE SHOULD BE ANSWERED AFTERWARDS DICUSSION TWO SEPREATELY. Required Text Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization (Que Biz-Tech). Indianapolis, IN: Que Publishing. • Chapter 7: Established Social Media Guidelines for the Organization • Chapter 8: Laying the Operational Groundwork for Effective Social Media Management • Chapter 9: The New Rules of Brand Communications in the Age of Social Media Kelly, N. (2012). How to measure social media: A step-by-step guide to developing and accessing social media ROI (Que Biz-Tech). Indianapolis, IN: Que Publishing. • Chapter 6: Measuring Social Media for Lead Generation • Chapter 7: Customer Service, Referrals and Strategies Required References Colon, R. (2010, March 3). Corporate social media guidelines – protecting your organization from hidden risks [Slideshare file]. Retrieved from http://www.slideshare.net/surfwar/corporate-social-media-guidelines-protecting-your-organization-from-hidden-risks Oasis Solutions Group. (2013, April 5). Social media policy for your small business [Slideshare file]. Retrieved from http://www.slideshare.net/elaineoasisky/social-media-for-your-small-business-p4 Symphony3. (2012, October 8). Social media guidelines. Retrieved from http://www.slideshare.net/Symphony3/social-media-guidelines-infographic?from_search=5 Recommended References Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41-49. Lynch, J., & De Chernatony, L. (2004). The power of emotion: Brand communication in business-to-business markets. Journal of Brand Management, 11(5), 403-419. Sedereviciute, K., & Valentini, C. (2011). Towards a more holistic stakeholder analysis approach: Mapping known and undiscovered stakeholders from social media. International Journal of Strategic Communication, 5(4), 221-239. Retrieved from http://www.tandfonline.com/doi/full/10.1080/1553118X.2011.592170 Sniukas, M. (2009, July 6). What is strategy? [Slideshare file]. Retrieved from http://www.slideshare.net/sniukas/what-is-strategy-1687829?from_search=4 Weinberg, B. D., & Pehlivan, E. (2011). Social spending: Managing the social media mix. Business Horizons, 54(3), 275-282.