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Foreword Ashton Kutcher xiii Preface xv Introduction Welcome to the Revolution xvii Chapter 1 The Social Media Manifesto 1 The Socialization of Media is Years in the Making 1 The Future of Business is Already Here 3 We are the Champions, We are not Messengers 4 Conversations Happen with or without You 5 Social Media is One Component of a Broader Communications and Marketing Strategy 6 Building a Bridge between You and Your Customers 7 Being Human versus Humanizing Your Story 8 Social Science is no Longer an Elective 9 You are not Alone 11 Notes 12 Chapter 2 Making the Case for Social Media: The Five Ws+H+E 13 The Rise of Unmarketing 13 People Influence Buying Decisions, Online and Offline 15 The Democratization and Socialization of Branded Media 15 Notes 17 Chapter 3 The New Media University 19 Integrated Marketing: The Tools 19 Defining Social Media 20 When Words Lose Their Meaning 21 Chapter 4 The New Media University 101: Blogs, Podcasts, and Livecasts 25 Blogs 26 Blog Example: Southwest Airlines and Dell 29 Podcasts 30 Podcast Examples: Fidelity Investments 31 Wikis 31 Wiki Example: Oracle 32 Notes 32 Chapter 5 The New Media University 201: Communities, Social Calendars, and Livecasting 33 Crowd-Sourced Content Communities 33 Social Calendars and Events 35 Livecasting 37 Chapter 6 The New Media University 301: Images and Multimedia 39 Images 39 Images Example: JetBlue and the American Red Cross on Flickr 40 Chapter 7 The New Media University 401: Dashboards, Social Networks, and Brands 43 Social Media Dashboards 43 Social Networks 46 Branded and Purpose-Driven Social Networks 47 Branded Social Network Examples: Panasonic Living in HD 48 Chapter 8 The New Media University 501: Microblogs, Monetization, and Twitter 51 Microblogs, Microcommunities 51 Top 10 Monetization Trends for Social Media and Microcommunities 52 Tips for Twitter and Social Media for Socially Savvy Businesses 53 Note 61 Chapter 9 The New Media University 601: Mobile Marketing and Video Broadcasting 63 Geo Location and Mobile Networking 63 Video Broadcast Networks 65 Video Example: Home Depot 69 Chapter 10 The New Media University 701: Social Media Optimization, SEO, and Content Distribution 71 Social Objects 71 Getting Noticed: Social Media Optimization a New Chapter of SEO 73 What is Social Media Optimization? 74 Titles 75 Descriptions 75 Tags 75 Content Distribution 76 Links 77 Liking: Micro Acts of Appreciation Yield Macro Impacts 78 Notes 79 Chapter 11 The New Media University 801: Syndication, Illustration, and Aggregation 81 Establishing a Syndication Network 81 Syndicating Social Objects: An Illustration 82 Channeling Illustration: An Activity Stream 83 Aggregation: Assembling the Pieces 84 Example of Activity Stream 85 In-Network Aggregation 86 Syndication: Webcasting Social Objects 87 Autoposts and Syndication 88 Don t Cross the Streams 88 Destination Unknown: Defining the Journey through Your Experience 89 Notes 95 Chapter 12 The New Media University 901: Brand Personality, Discovery, and Promise 97 Establishing an Online Presence and Defining the Brand Persona 97 Online Profiles Speak Volumes about You and Your Brand 98 Multiple Personality Disorder 99 Multiple Personality Order 99 Discovery and Actualization 101 Shaping the Brand Persona 102 The Center of Gravity: Core Values 103 Brand Pillars 104 Brand Characteristics 104 Promise 104 Brand Aspirations 105 Opportunities 105 Culture 105 Personality 106 Notes 106 Chapter 13 The New Media University 1001: Attention and Word of Mouth Marketing 107 From Introversion to Extroversion 107 The Now Web 108 The Rise of the Statusphere 109 News No Longer Breaks, It Tweets 110 The Attention Rubicon 111 Channeling Our Focus: The Attention Dashboard 114 The Social Effect: The Future of Branding and Word of Mouth Marketing 115 Notes 118 Chapter 14 The New Media University 1101: Social Landscape and Initiatives 119 Improving the Signal-to-Noise Ratio 119 Chapter 15 Fusing the Me in Social Media and the We in the Social Web 121 Casting a Digital Shadow: Your Reputation Precedes You 121 Defining Your Online Persona 123 Your Brand versus the Brands You Represent 123 Managing Your Online Reputation 124 We are all Brand Managers 125 Note 125 Chapter 16 Learning and Experimentation Lead to Experience 127 Becoming the Expert 127 You re the Real Thing 128 When POV Becomes a Point of Validation 129 Let s Talk About Meaningful Exchanges 129 Who Owns Social Media? 130 Getting Down to Business 131 Chapter 17 Defining the Rules of Engagement 133 Inside the Outside: Assessing Threats and Opportunities 134 Policies and Guidelines 136 Example Guidelines and Policies 141 The Louisiana Purchase and the Great Brand Grab 148 Rules of Engagement 150 Intel s Digital IQ Program 152 With Social Media Comes Great Responsibility 154 Notes 155 Chapter 18 The Conversation Prism 157 I m Your Customer ... Remember Me? 157 The Value Cycle: You, Me, and Mutual Value 159 The Conversation Prism 160 The Art and Science of Listening and Monitoring 164 Listeners Make the Best Conversationalists 165 Charting a Social Map 166 Conversation Workflow 167 Taking Center Stage 167 Level One: The Epicenter 168 Charting the Course 170 Establishing a Conversation Index 171 The Community Starts Within 171 Notes 178 Chapter 19 Unveiling the New Influencers 179 We are Media 179 Building a Bridge between Brands and Markets 180 Engage with Purpose 181 The Shift from Monitoring to Action 182 X-Ray Glasses and Bionic Hearing 184 Searching the Social Web 186 Note 190 Chapter 20 The Human Network 191 Breathing Life into the Human Network 191 The Human Network: Alive and Clicking! 192 Visualizing Social Order 197 Social Technographics 197 Tenets of Community Building 199 Notes 206 Chapter 21 The Social Marketing Compass 209 The Calm before the Storm 209 The Social Marketing Compass 210 Creating a Plan: Defining the Future, Now 215 Social Media Plan Outline 216 Notes 220 Chapter 22 Facebook is Your Home Page for the Social Web 221 The Top 10 Brands by Population (Rounded Out) 221 The State of the Facebook 222 It s Not a Fan Page; It s a Brand Page 223 From E-Commerce to F-Commerce 224 Facebook Tabs Are the New Web Pages 226 Madison Ave. is Moving to California Ave. 227 Chapter 23 Divide and Conquer 229 Social Media Takes a Community Effort 229 Decentralization and Centralization: Assembling and Conducting an Orchestra 230 The Society and Culture of Business 231 Meeting of the Minds: Consensus ad Idem 231 Outside the Inside: Establishing an Insider Program 232 Example: New Media Board of Advisors 233 Example: Internal Task Force 236 Example: Organizational Transformation 238 New Roles and Responsibilities in the Era of Emerging Media 240 Notes 242 Chapter 24 A Tale of Two Cities 245 Web 2.0 and the Evolution of CRM 2.0 245 Twitter and Social Networks Usher in a New Era of Relationships 247 When the S in SCRM Stands for SELF-SERVING 250 Vendor Relationship Management (VRM) 252 The Value of Social Customers 253 VRM + SCRM = SRM 254 No Brand is an Island 256 Social Business Takes a Human Touch; No, Really 256 Social Science is the Center of Social Business 259 Notes 260 Chapter 25 We Earn the Relationships We Deserve 263 Earning the Three FS: Friends, Fans, and Followers 263 # Hashtags 264 Hashtags: A Proactive Approach 265 Offers and Specials 266 Pay per Tweet 267 Notes 269 Chapter 26 The New Media Scorecard 271 The Disparity between Social Media Adoption and Measurement 272 ROA: Return on Acronyms 272 The Essential Guide to Social Media: Resources Personnel and Budgets 274 The Social Barometer 275 Start with the Results, then Work Backward: Defining Goals and Objectives 276 Authority: The Ability to Galvanize Action and Quantify It 281 The CS of Measuring Action through Cost 285 The Engagement Phase 287 Share of Voice and Share of Conversation 290 Comparative Data Analysis 291 Notes 292 Conclusion You Are More Influential than You May Realize 295 Appendix 30-Day Listening Report: A Template for Capturing and Presenting Social Media Activity 297 Glossary 300 Index 307

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