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Acknowledgments
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Living in a socially connected world, I nd myself beholden to more people than I can say and many more who have no idea how much they helped me. But I am pleased to list a few who have been in uential, inspirational, informative, and supportive, whether they knew it or not. My thanks to: Akin Arikan, Anil Batra, Shanee Ben-Zur, Susan Bratton, Vicky Brock, Chris Brogan, Joseph Carrabis, Pete Cashmore, Larry Chase, Barbara Coll, Alistair Croll, Ren Dechamps e Otamendi, Laura Lee Dooley, Rick Eagle, Bryan Eisenberg, Steve Ennen, Ashley Friedlein, Mark Gibbs, Seth Godin, Mike Grehan, Andrea Hadley, Josh Hallett, St phane Hamel, e Shel Israel, Mitch Joel, Beth Kanter, Avinash Kaushik, Vida Killian, Matthew Lange, Alex Langshur, Charlene Li, June Li, Rebecca Lieb, Dylan Lewis, Neil Mason, Jodi McDermott, John McKean, Lisa Morgan, Dennis Mortensen, Jim Novo, Jeremiah Owyang, Katie Paine, Bob Page, Eric Peterson, Sean Power, Jack Powers, David Rhee, Howard Rheingold, Robert Scoble, David Meerman Scott, Rachel Scotto, Peter Shankman, Philip Sheldrake, Crispin Sheraden, Rand Schulman, Marshall Sponder, Karl Sterne, Suresh Vittal, Daniel Waisberg, and Ed Wu.
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INTRODUCTION
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Introduction: Getting Started Understanding the Ground Rules
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When you pick up a book in a bookstore or look inside online, you want the briefest, clearest, most meaningful description of the content you can get, along with a feel for the writing style. Allow me to help:
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This Book Is About Measuring the business value of social media Measuring the importance of social media to organizations Making the most of social media for business in a community-acceptable, brand enhancing way How to gauge the value of your social media efforts This Book Is Not About Measuring social media s size and popularity Measuring the importance of social media to mankind Auto-posting and auto-tweeting your make-money-fast message in a scorched-earth marketing way How to do social media really well
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Why Because:
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While much has been written questioning the value of social media, this landmark study has found that the most valuable brands in the world are experiencing a direct correlation between top nancial performance and deep social media engagement. The relationship is apparent and signi cant: Socially engaged companies are in fact more nancially successful. ENGAGEMENTdb: Ranking the Top 100 Global Brands
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Social Media De ned
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The Internet has always been a social medium. It is unique because it is the rst many-to-many communication channel. The telephone is one-to-one. Broadcast is one-to-many. The Internet is so unique because it has always been all about the average Joe being able to communicate with the rest of the world. It started when bulletin board systems gave up their direct modem banks and became newsgroups. The ability to post and respond expanded beyond those who knew the code (the telephone number). As e-mail became more ubiquitous, discussion lists sprang up and never went away. Next, people learned how to build web sites. It was cheap and required neither a permit nor an advanced degree. It was the great playing eld leveler, allowing David to square off against the media-controlling Goliath. Blogging melded together the power of the conversation with a giant leap forward in ease of use. Flickr and YouTube made uploading pictures and videos a snap. Then Twitter
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Introduction
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made opt-in, instant messaging so simple, it couldn t help but catch re. A perfect storm. What was always a hyperdrive communication tool became a nuclear-powered communication tool on steroids. For the purposes of this book, social media is that which allows anybody to communicate with everybody. In other words, consumer-generated content distributed through easy to-access online tools. Is this out-of-control capability that has people uploading pictures of their lunch really useful to business Oh yes. How valuable Ahhh . . . That is an excellent question.
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