Includes index.

Contents: Why do we want a social media strategy: Socially connected -- Online and face to face networking -- The new way of communicating: Is this the new fad for the 21st century -- Why do you need social connections -- The new way of marketing to your customers -- Your social media success plan: Spotting the social media snake oil salesman -- Measurements and metrics -- What is right for your organisation -- Social media is not the new way of communicating -- The growth of the web 2.0 world -- Socialising and interacting -- Your strong and weak ties -- The tools of the new web: The tools of web 2.0 -- The power of collective human knowledge -- Tools.tools,tools -- Virtual worlds and gaming -- Networks: A site for every purpose -- Classifieds -- The instant news channel -- Social networks and the younger generation -- The new way of marketing -- The online brand: Managing your brand -- Starting to create your personal brand -- The potential for reputation damage -- Brand impact and brand success: The impact of social media inside your business -- Using twitter to grow your business-dell style -- Corporate guidelines and policies -- Managing re brands and brand migration -- Connections and reputation: Making sense of social networking -- Community connections and recommendations -- Consolidating your approach -- Your existing brand -- Discovery: Creating and publishing your brand -- Using social media for recruitment -- Discovering the influences in your audience -- Starting your social media plan -- Scaling networks: Scaling networks -- Our behavior is influenced by our age -- Other ways of broadcasting your message -- Inside the firewall -- Customer service -- Relationships and engagement: Twitter for your business -- Relationships and engagement -- Cultivating your advocates -- Social marketing -- Dealing with the flood of information -- Amplifying your message: Communities and influencers -- Viral awareness -- Online gaming for social causes -- Recording and tracking -- Where is it all going: The new way of using the platform -- The mobile opportunity.