Foreword
I would rather engage in a Twitter conversation with a single customer than see our company attempt to attract the attention of millions in a coveted Super Bowl commercial.
Why? Because having people discuss your brand directly with you, actually connecting one-on-one, is far more valuable—not to mention far cheaper!
But if you think this position is about social media, you’re wrong. As you’ll come to see in this book, this is less about media and more about understanding what it means to lead in the Social Age—less to do with campaigning and more to do with engaging.
It is, in fact, about a better way to do business.
But my point of ...
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