Contents at a Glance
2 Surveying the Technology Supermarket
3 Establishing a Governance Model
4 Embracing the Social Consumer
5 In Response to the Social Customer: Social CRM
6 Establishing a Measurement Philosophy
7 How to Choose the Right Vendors, Agencies, and Technology Partners
8 Marketing Investments on the Rise for Social Business Initiatives
9 Creating a Comprehensive Social Media Strategic Plan
10 The Rise of Customer Advocacy
11 Ethical Bribe: Relevant Content Matters
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