Includes bibliographical references and index.

I. Social media is for hippies, social media marketing is for business : Ignore the hype, believe the facts : Social media and the hype cycle ; The problem with what social media purists preach ; But asking about ROI is asking the wrong question ; Seven things social media marketing can do for your business ; When you add "marketing," it's about business -- It's not them, it's you! : Today's consumer is different, you're still the same old dinosaur ; You never controlled your message ; If social media can help overthrow a government, what will it do to a company? ; It's not about being on social, it's about being social ; If you don't trust your employees, you hired the wrong people ; Don't blame it on IT, compliance, or legal ; So what can you do with social media? ; The ball is in your court -- Your competition may have already kicked your ass ; But we're a B2B company, we don't count ; Destroy your printer ; The shipping industry goes social ; But it doesn't have to be that complicated -- Here's the secret: there is no damn secret! : Social media marketing is not about technology, it's about communication ; Tools change, the need for messaging won't ; Social media is not an advertising medium, but social platforms can be ; This ain't "rocket surgery" ; Social media marketing is about planning and measuring ; Five mind-set shifts that make successful social media marketing managers (and one caveat) -- II. How social media marketing really works : Make some noise: social media marketing aids in branding and awareness: Your brand is what the community says it is ; Traditional marketing and its metrics have lied to you for years ; Compare costs between social media and traditional media ; The 500 million water coolers are now one big one ; Putting metrics around branding and awareness -- It's your house: social media marketing protects your reputation : What is "crisis communication"? ; You just can't wait for traditional media to catch up or get it right ; When you don't listen or respond, you get chi-chi'd ; SIx steps for dealing with detractors ; But it's not always about the negative ; Protecting your reputation has a technology side, too ; Putting metrics around protecting your reputation --

Relating to your public: social media marketing and public relations : Public relations is not only about the mainstream media anymore ; Quit waiting for traditional media to catch up ; The new media relations landscape ; Crisis communication starts months before you have a crisis ; Dealing with detractors ; Putting metrics around public relations -- The kumbaya effect: social media marketing builds community : Understanding different types of communities ; There's more to building community that just making friends ; Measuring community ; You can even build community around scissors! ; Okay, so how do you do this and how much will it cost? -- It's about them: social media marketing drives customer service : Why do you want to hear from your customers? ; Putting your people where your mouth is ; You can't help everyone ; You're not the "jackass whisperer" ; Sometimes it's just two little words ; Putting metrics around customer service ; Measuring customer service savings -- Getting smarter: social media marketing drives research and development : Collaboration is the new black ; Collaborating with customers breeds customers ; Papa's R&D is in the house -- It's all about the Benjamins: social media marketing drives sales : Nothing's wrong with advertising ; Advertising is outbound, social media is inbound ; Case studies in social media marketing for sales ; The PIs and the KPIs ; Putting metrics around sales ; We know what it can do, now how do we do it? -- III. Get off your ass, would ya! : Remedy your fears with sound policy : Why do we need a social media policy? ; The question of ownership ; Telecommuting is not the same as personal networking ; What should a social media policy include ; Trust employees, but not everyone should speak for the company ; Who should enforce it -- Assign responsibility and be accountable : The question of ownership : A quick review of the pros and cons ; Who should not be in charge ; The ideal setup ; Social media management is for the senior staff, not interns ; Who are the ideal social media practitioners? ; What if your employee becomes a social media rock star? ; The models of social media management ; Hole your team accountable ; This is not a sandbox, it's a business : You know what it can do, now decide ; Done is better than perfect ; Turn your plan into action ; Planning for the unexpected ; Sometimes you can't do it alone -- Being social : Being a social business makes customers proud to wear your badge ; Social media marketing is more than just business ; Five kickstarters to change a traditional mind-set ; In the end, it's a business.