Part I: The Foundation of Social Media

Building on the personal empowerment and liberation that the Internet offers, consumers are actively connecting with each other and talking about everything from cars and health to scrapbooking techniques and pool chemicals. In the process, they are either reinforcing marketing efforts or beating marketers at their own game by directly sharing their own experiences and thoughts on the social web. Welcome to social media marketing.

In Part I, you’ll gain an understanding of not only the substantial consumer attraction to social media but also the causes of consumer frustration with traditional media. These trends—each significant in its own right—amplify each other when combined. I’ll end with a working definition of social media and a framework to help you understand how to apply social media to your business or organization.

Chapter 1 Backlash

Chapter 2 The Marketer’s Dilemma

Chapter 3 So What Is Social Media?