Engage

Foreword. <br />Preface. <br />Introduction: Welcome to the Revolution. <br />Part One: The New Reality of Marketing and Customer Service. <br />Chapter 1 The Social Media Manifesto: Engage or Die. <br />Chapter 2 The Case for Social Media, by the Numbers. <br />Part Two: Forever Students of New Media. <br />Chapter 3 New Media University: Social Media 101. <br />Chapter 4 New Media University: Social Media 201. <br />Chapter 5 New Media University: Social Media 202. <br />Chapter 6 New Media University: Social Media 203. <br />Chapter 7 New Media University: Social Media 301. <br />Chapter 8 New Media University: Social Media 302. <br />Chapter 9 New Media University: Social Media 303. <br />Chapter 10 New Media University: Social Media 401. <br />Chapter 11 New Media University: Social Media 402. <br />Chapter 12 New Media University: Social Media 403. <br />Chapter 13 New Media University: MBA, Year One. <br />Chapter 14 New Media University: MBA, Year Two. <br />Part Three: Brand Representative vs. the Brand You. <br />Chapter 15 Managing the “Me” in Social Media and the “We” in the Social Web. <br />Chapter 16 Learning and Experimentation Lead to Experience. <br />Part Four: We Are the Champions. <br />Chapter 17 Defining the Rules of Engagement. <br />Chapter 18 The Conversation Prism: Listeners Make the Best Conversationalists. <br />Chapter 19 Unveiling the New Influencers: We Are Media. <br />Part Five: The Social Architect: Developing a Blueprint for New Marketing. <br />Chapter 20 The Human Network. <br />Chapter 21 Social Marketing Compass: Creating a Social Media Plan. <br />Chapter 22 Divide and Conquer: Building Marketing and Service Teams around Social Media Programs. <br />Part Six: A Little Less Conversation, A Little More Action: Rising above the Noise. <br />Chapter 23 A Tale of Two Cities: Social CRM and Relationship Management. <br />Chapter 24 The Contrast between Earned and Paid: When Paying for Friends Makes Cents. <br />Chapter 25 The New Media Scorecard: Measuring Investment Returns. <br />Conclusion. <br />Glossary. <br />Notes. <br />Index.