Cover -- Contents -- Introduction: Everything You Ever Wanted to Know About Social Media But Were Too Embarrassed to Ask -- Chapter 1 Why You Need Social Media -- What Is Social Media? -- Why Is Social Media Growing So Rapidly? -- How Strong Is Social Media? -- Are All Traditional Forms of Media Going to Wither and Die Because of Social Media? -- Is Social Media Going to Change the World So Humans Don't Know How to Communicate in Person Anymore? -- What Social Media Delivers -- Why You Can't Live Without Social Media -- Chapter 2 Shut Up and Listen! -- Listen to What People Are Saying About Your Industry -- Listen to What People Are Saying About Your Organization -- Listen to What People Are Saying About Your Products (or Services) -- Why Go to All This Trouble? -- The Risk of Not Being at the Party -- Case Studies -- Case Study #1: Mayo Clinic -- Case Study #2: James Wood Motors -- Case Study #3: Anheuser-Busch -- Case Study #4: Bodycology -- Case Study #5: Eve Mayer Orsburn and Social Media Delivered -- Case Study #6: Lane Bryant -- Chapter 3 Opposites Attract -- Pick the Right Room! -- Why Opposites Attract -- Case Studies -- Case Study #7: 21st Century Dental -- Case Study #8: Cable & Wireless Worldwide -- Case Study #9: Beauty Cakes Cupcakes -- Case Study #10: Starwood Hotels and Resorts Worldwide, Inc. -- Case Study #11: The Women's Museum -- Case Study #12: In The Know -- Chapter 4 You Need More Than One Ball to Juggle -- Leveraging Social Media for Customer Service -- Using Social Media for Marketing -- Harnessing Social Media for Company Goal Fulfillment -- Case Studies -- Case Study #13: The Adolphus Hotel -- Case Study #14: Stand Up To Cancer (SU2C) and Virgin America -- Case Study #15: General Motors -- Case Study #16: The Fresh Diet -- Case Study #17: Pink Elephant -- Case Study #18: Sears Blue Blogger Group.

Chapter 5 The Social Media Business Equation -- The Social Media Business Equation: 100-Percent Effective -- Informing: 20 Percent -- Entertaining: 20 Percent -- Interacting: 40 Percent -- Converting to Business: 20 Percent -- Chapter 6 The ROI of Social Media -- The Two Keys for Measuring ROI in Social Media -- Measuring ROI: An Example -- Less Really Is More -- Parting Words About the ROI of Social Media -- Conclusion -- Acknowledgments -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J-K -- L -- M -- O -- P -- Q -- R -- S -- T -- V -- W -- Y.