Contents at a Glance
Part I: The Basics of Social Media
1 It’s Not Easy, Quick, or Cheap
2 Understanding Social Media Strategies
4 It’s ROC (Return on Conversation) not ROI (Return on Investment)
5 Know Who Your Audience Is and What They are Doing
Part II: It’s About Conversation
6 The Conversation Happens With or Without You
8 Don’t Be Afraid of the Negative
9 Understanding Each Community
11 Bloggers Have No Boundaries
12 Every Business Is Different
14 Don’t Be Afraid to Throw Out What Isn’t Working
15 Be Open to Trying New Things (but Don’t Fall Off the Bleeding Edge)
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