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The Social Media Bible: Tactics, Tools, and Strategies for Business Success, Second Edition

Book Description

The bestselling bible for social media is now completely revised and updated!

The Social Media Bible, Second Edition (www.TSMB2.com) is the most comprehensive resource that transforms the way corporate, small business, and non-profit companies use social media to reach their desired audiences with power messages and efficiency. In this Second Edition, each of the three parts - Tactics, Tools, and Strategies - have been updated to reflect the most current social media trends.

  • Covers all major new software applications, including features and benefits, in detail

  • Lists more than 120 companies integral to the social media industry with updated data, products, services, and links

  • Includes advanced topics like measuring social media return on investment (ROI) and how to develop and implement the Five Steps to Social Media Success strategy plan

  • Includes dozens of social media ROI case studies

  • Author is a widely acknowledged social media authority with numerous media appearances and speaking engagements

The Social Media Bible, Second Edition gives you a fully up-to-date toolbox to revamp your marketing strategy and create new opportunities for growth.

Table of Contents

  1. Copyright
  2. ACKNOWLEDGMENTS
  3. INTRODUCTION
    1. Part I—Tactics
    2. Part II—Tools
    3. Part III—Strategy
    4. The Five Steps to Social Media Success
    5. Social Media Experts
    6. The ROI of Social Media
    7. Chapter Commandments
    8. Readings and Resources
      1. www.theSocialMediaBible.com
  4. I. TACTICS
    1. 1. What Is Social Media?
      1. 1.1. Ask Your Audience
      2. 1.2. So What Is It?
      3. 1.3. Why Social Media?
      4. 1.4. Word of Mouth at the Speed of Light
      5. 1.5. Other Customers
        1. 1.5.1. B2B
        2. 1.5.2. Internal Customers
      6. 1.6. 15 Social Media Categories
      7. 1.7. Category Descriptions and Their Tools
        1. 1.7.1. Category 1: Social Networking
        2. 1.7.2. Category 2: Publish
        3. 1.7.3. Category 3: Photo Sharing
        4. 1.7.4. Category 4: Audio
        5. 1.7.5. Category 5: Video
        6. 1.7.6. Category 6: Microblogging
        7. 1.7.7. Category 7: Livecasting
        8. 1.7.8. Category 8: Virtual Worlds
        9. 1.7.9. Category 9: Gaming
        10. 1.7.10. Category 10: Productivity Applications
        11. 1.7.11. Category 11: Aggregators
        12. 1.7.12. Category 12: RSS
        13. 1.7.13. Category 13: Search
        14. 1.7.14. Category 14: Mobile
        15. 1.7.15. Category 15: Interpersonal
      8. 1.8. Credits
    2. 2. Say Hello to Social Networking
      1. 2.1. What's in It for You?
      2. 2.2. Back to the Beginning
      3. 2.3. What You Need to Know
        1. 2.3.1. Life Cycle
        2. 2.3.2. Contributing
        3. 2.3.3. Dunbar's Number
        4. 2.3.4. Social Network Examples
        5. 2.3.5. MySpace
        6. 2.3.6. LinkedIn
      4. 2.4. Providers
      5. 2.5. Commandments
      6. 2.6. Conclusion
      7. 2.7. Readings and Resources
      8. 2.8. Downloads
      9. 2.9. Credits
    3. 3. Everyone's a Publisher
      1. 3.1. What's in It for You?
      2. 3.2. Back to the Beginning
        1. 3.2.1. Cave Painting
        2. 3.2.2. Mnemonic Symbols
        3. 3.2.3. Cuneiform Script
        4. 3.2.4. Papyrus Scrolls and Hieroglyphs
        5. 3.2.5. Papyrus
        6. 3.2.6. Woodblock Printing
        7. 3.2.7. Movable Type
        8. 3.2.8. The Gutenberg Printing Press
        9. 3.2.9. Lithography
        10. 3.2.10. LaserWriter Printer
        11. 3.2.11. Self-Publishing
        12. 3.2.12. Print-On-Demand
      3. 3.3. What You Need to Know
      4. 3.4. Conclusion
      5. 3.5. Readings and Resources
      6. 3.6. Downloads
      7. 3.7. Credits
    4. 4. It's Not Your Father's E-Mail
      1. 4.1. What's in It for You?
      2. 4.2. Back to the Beginning
      3. 4.3. What You Need to Know
        1. 4.3.1. E-Mail Terminology
        2. 4.3.2. Spam with Your SPAM?
        3. 4.3.3. Spam Filters or Content Filters
        4. 4.3.4. Content Really Is King
      4. 4.4. Tips, Techniques, and Tactics
        1. 4.4.1. The 1.54-Second Rule/5.0-Second Rule
        2. 4.4.2. Segment to Maximize Conversion
        3. 4.4.3. Day Parting Will Get It Read
      5. 4.5. Providers
      6. 4.6. Commandments
      7. 4.7. Conclusion
      8. 4.8. Readings and Resources
      9. 4.9. Downloads
      10. 4.10. Credits
    5. 5. The World of Web Pages
      1. 5.1. What's in It for You?
      2. 5.2. Back to the Beginning
      3. 5.3. What You Need to Know
        1. 5.3.1. Awareness
        2. 5.3.2. Search
        3. 5.3.3. Research
        4. 5.3.4. Buy
        5. 5.3.5. Your Home Page Is Causing You Harm
        6. 5.3.6. Design Elements to Consider
        7. 5.3.7. Psychological Marketing
        8. 5.3.8. It's All about Conversion
        9. 5.3.9. B2B Success Metrics
        10. 5.3.10. Testing Different Landing Pages
      4. 5.4. Techniques and Tactics
        1. 5.4.1. "Trademark Sucks"
        2. 5.4.2. Keyword Placement
        3. 5.4.3. Frames
        4. 5.4.4. Flash
        5. 5.4.5. Page Titles
        6. 5.4.6. Constructing Regional and Local Campaigns
        7. 5.4.7. Offline Marketing Strategy
        8. 5.4.8. Affiliate Marketing
        9. 5.4.9. Web Site Platforms
      5. 5.5. Providers
        1. 5.5.1. In-House–Out-House
      6. 5.6. Commandments
      7. 5.7. Conclusion
      8. 5.8. Readings and Resources
      9. 5.9. Downloads
      10. 5.10. Credits
    6. 6. The Internet Forum
      1. 6.1. What's in It for You?
      2. 6.2. Back to the Beginning
      3. 6.3. What You Need to Know
        1. 6.3.1. Forum Rules and Regulations
        2. 6.3.2. Forum Moderator
        3. 6.3.3. Forum Administrator
        4. 6.3.4. Forum Registration
        5. 6.3.5. Forum Post
        6. 6.3.6. Forum Member
        7. 6.3.7. Forum Subscription
        8. 6.3.8. Forum Troll
        9. 6.3.9. Forum Spamming
        10. 6.3.10. Forum User Groups
        11. 6.3.11. Forum Guest
        12. 6.3.12. Text Message Shortcuts
        13. 6.3.13. Emoticons
        14. 6.3.14. Forum Social Networking
      4. 6.4. Providers
        1. 6.4.1. Create Your Own Forum Software
        2. 6.4.2. Forum Web Site
      5. 6.5. Commandments
      6. 6.6. Conclusion
      7. 6.7. Downloads
      8. 6.8. Credits
    7. 7. The Ubiquitous Blog
      1. 7.1. What's in It for You?
      2. 7.2. Back to the Beginning
      3. 7.3. What You Need to Know
      4. 7.4. Providers
      5. 7.5. Commandments
        1. 7.5.1. 50 Rapid Fire Tips for Power Blogging
      6. 7.6. Conclusion
      7. 7.7. Readings and Resources
      8. 7.8. Downloads
      9. 7.9. Credits
    8. 8. The Wisdom of the Wiki
      1. 8.1. What's in It for You?
      2. 8.2. Back to the Beginning
      3. 8.3. What You Need to Know
        1. 8.3.1. Editing and Creating
        2. 8.3.2. Simple Markup Language Tools
        3. 8.3.3. Security
        4. 8.3.4. Wikipedia
        5. 8.3.5. MyGads
      4. 8.4. Providers
      5. 8.5. Commandments
      6. 8.6. Conclusion
      7. 8.7. Readings and Resources
      8. 8.8. Downloads
      9. 8.9. Credits
    9. 9. A Picture Is Worth a Thousand Words (Photo Sharing)
      1. 9.1. What's in It for You?
      2. 9.2. Back to the Beginning
        1. 9.2.1. A Little about Digital Cameras
      3. 9.3. What You Need to Know
        1. 9.3.1. Privacy versus Piracy
      4. 9.4. Techniques and Tactics
      5. 9.5. Providers
      6. 9.6. Commandments
      7. 9.7. Conclusion
      8. 9.8. Readings and Resources
      9. 9.9. Downloads
      10. 9.10. Credits
    10. 10. Talking about the Podcast (Audio Create)
      1. 10.1. What's in It for You?
      2. 10.2. Back to the Beginning
        1. 10.2.1. The Birth of iPod
        2. 10.2.2. The Birth of Podcasting
        3. 10.2.3. Podcasting and You
      3. 10.3. What You Need to Know
        1. 10.3.1. Podcast Components
        2. 10.3.2. The Value of Podcasting
      4. 10.4. Tips, Techniques, and Tactics
        1. 10.4.1. How to Create Your Own Podcast
        2. 10.4.2. Planning
        3. 10.4.3. Introducing Your Podcast
        4. 10.4.4. Recording
        5. 10.4.5. Signing Off
        6. 10.4.6. Editing
        7. 10.4.7. Publishing
        8. 10.4.8. Special Effects
        9. 10.4.9. Software
        10. 10.4.10. Hardware
        11. 10.4.11. Web Sites and Podcast Distributors
      5. 10.5. Providers
      6. 10.6. Commandments
      7. 10.7. Conclusion
      8. 10.8. Readings and Resources
      9. 10.9. Downloads
      10. 10.10. Credits
    11. 11. Got Audio? (Audio Sharing)
      1. 11.1. What's in It for You?
      2. 11.2. Back to the Beginning
      3. 11.3. What You Need to Know
        1. 11.3.1. iTunes
        2. 11.3.2. Podbean
      4. 11.4. Providers
      5. 11.5. Commandments
      6. 11.6. Conclusion
      7. 11.7. Readings and Resources
      8. 11.8. Downloads
      9. 11.9. Credits
    12. 12. Watch Out for Vlogs (Video Create)
      1. 12.1. What's in It for You?
      2. 12.2. Back to the Beginning
        1. 12.2.1. What Is Video?
        2. 12.2.2. Yay for Apple QuickTime!
        3. 12.2.3. Bandwidth and Storage
        4. 12.2.4. Along Comes YouTube
        5. 12.2.5. Lifecasting
      3. 12.3. What You Need to Know
        1. 12.3.1. Uploading Your Videos
      4. 12.4. Tips, Techniques, and Tactics
        1. 12.4.1. Creating Your Own Video
        2. 12.4.2. Script Your Thoughts
        3. 12.4.3. Editing Your Video
        4. 12.4.4. Note
      5. 12.5. Providers
      6. 12.6. Commandments
      7. 12.7. Conclusion
      8. 12.8. Readings and Resources
      9. 12.9. Downloads
      10. 12.10. Credits
    13. 13. Got Video? (Video Sharing)
      1. 13.1. What's in It for You?
      2. 13.2. Back to the Beginning
      3. 13.3. What You Need to Know
        1. 13.3.1. Uploading Your Videos
        2. 13.3.2. Peer-to-Peer
        3. 13.3.3. Napster
        4. 13.3.4. BitTorrent
      4. 13.4. Providers
      5. 13.5. Commandments
      6. 13.6. Conclusion
      7. 13.7. Readings and Resources
      8. 13.8. Downloads
      9. 13.9. Credits
    14. 14. Thumbs Up for Microblogging
      1. 14.1. What's in It for You?
      2. 14.2. Back to the Beginning
      3. 14.3. What You Need to Know
      4. 14.4. The Microsphere Is Not All Good
        1. 14.4.1. Trivial Pursuit
        2. 14.4.2. Microspam
        3. 14.4.3. Microadvertising
        4. 14.4.4. The Fail Whale
        5. 14.4.5. How Safe Are Your Tweets?
      5. 14.5. On the Lighter Side of Microblogging
        1. 14.5.1. Some Twitter Jargon
        2. 14.5.2. Corporate Twitterers
        3. 14.5.3. Tweets in the News
      6. 14.6. Providers
        1. 14.6.1. Microblogging beyond Twitter?
      7. 14.7. Commandments
      8. 14.8. Conclusion
      9. 14.9. Readings and Resources
      10. 14.10. Downloads
      11. 14.11. Credits
    15. 15. Live from Anywhere—It's Livecasting
      1. 15.1. What's in It for You?
      2. 15.2. Back to the Beginning
        1. 15.2.1. Internet Radio
        2. 15.2.2. Commercial Internet-Only Radio Stations
        3. 15.2.3. Livecasting
        4. 15.2.4. Justin.tv
        5. 15.2.5. Enter Justine Ezarik
      3. 15.3. What You Need to Know
        1. 15.3.1. Do-It-Yourself Radio
        2. 15.3.2. Conventional Radio Stations Weren't Happy
        3. 15.3.3. Webinar, Web Conferencing, and Webcasting
        4. 15.3.4. Videoblog
        5. 15.3.5. Ustream.tv
      4. 15.4. Providers
      5. 15.5. Commandments
      6. 15.6. Conclusion
      7. 15.7. Readings and Resources
      8. 15.8. Downloads
      9. 15.9. Credits
    16. 16. Virtual Worlds—Real Impact
      1. 16.1. What's in It for You?
      2. 16.2. Back to the Beginning
        1. 16.2.1. SoftVoice/SenSei
        2. 16.2.2. Second Life
      3. 16.3. What You Need to Know
        1. 16.3.1. Virtual Economy
        2. 16.3.2. Enterprise in Second Life
        3. 16.3.3. The Social Media Bible in Second Life
        4. 16.3.4. Your Own Second Life
        5. 16.3.5. The Avatar
        6. 16.3.6. Expenses in Second Life
        7. 16.3.7. Second Life Stats
        8. 16.3.8. The Viewer
      4. 16.4. Providers
      5. 16.5. Commandments
      6. 16.6. Conclusion
      7. 16.7. Readings and Resources
      8. 16.8. Downloads
      9. 16.9. Credits
    17. 17. Gaming the System: Virtual Gaming
      1. 17.1. What's in It for You?
      2. 17.2. What You Need to Know
      3. 17.3. Back to the Beginning
        1. 17.3.1. Social Impact
        2. 17.3.2. The CDC in MMORPG WoW
        3. 17.3.3. Virtual Economies
        4. 17.3.4. Raids
        5. 17.3.5. Single Player
        6. 17.3.6. User-Generated Content
        7. 17.3.7. Console-Based MMORPGs
        8. 17.3.8. The Largest MMORPG: World of Warcraft
        9. 17.3.9. Halo3
        10. 17.3.10. In-Game Advertising
      4. 17.4. Providers
      5. 17.5. Commandments
      6. 17.6. Conclusion
      7. 17.7. Readings and Resources
      8. 17.8. Downloads
      9. 17.9. Credits
    18. 18. RSS—Really Simple Syndication Made Simple
      1. 18.1. What's in It for You?
      2. 18.2. Back to the Beginning
        1. 18.2.1. Atom
      3. 18.3. What You Need to Know
        1. 18.3.1. Reader or Aggregator
        2. 18.3.2. Social Bookmarks
      4. 18.4. Providers
      5. 18.5. Commandments
      6. 18.6. Conclusion
      7. 18.7. Readings and Resources
      8. 18.8. Downloads
      9. 18.9. Credits
    19. 19. Spotlight on Search (Search Engine Optimization)
      1. 19.1. What's in It for You
      2. 19.2. Back to the Beginning
        1. 19.2.1. Hypertext and the 1960s
        2. 19.2.2. Enter the Military and ARPAnet
      3. 19.3. What You Need to Know
        1. 19.3.1. Search Engine Optimization
        2. 19.3.2. The Infamous Algorithm
        3. 19.3.3. The Key to Keywords
        4. 19.3.4. Content Is King
        5. 19.3.5. The Fresher, the Better
        6. 19.3.6. External Reputable Links
        7. 19.3.7. Practices to Avoid
      4. 19.4. Tips, Techniques, and Tactics
      5. 19.5. Providers
      6. 19.6. Commandments
      7. 19.7. Conclusion
      8. 19.8. Readings and Resources
      9. 19.9. Downloads
      10. 19.10. Credits
    20. 20. Marketing Yourself (Search Engine Marketing)
      1. 20.1. What's in It for You?
        1. 20.1.1. SEM Stands for Search Engine Marketing
      2. 20.2. Back to the Beginning
        1. 20.2.1. SEM Is Named and Introduced
      3. 20.3. What You Need to Know
        1. 20.3.1. Start Your SEM Campaign
        2. 20.3.2. What Are You Willing to Pay?
        3. 20.3.3. How the Search Engines Charge You
      4. 20.4. Tips, Techniques, and Tactics
      5. 20.5. Providers
      6. 20.6. Commandments
      7. 20.7. Conclusion
      8. 20.8. Readings and Resources
      9. 20.9. Downloads
      10. 20.10. Credits
    21. 21. The Formidable Fourth Screen (Mobile)
      1. 21.1. What's in It for You?
      2. 21.2. Back to the Beginning
        1. 21.2.1. The Handset
        2. 21.2.2. Phone Features
        3. 21.2.3. Mobile Applications
        4. 21.2.4. Rich Media
      3. 21.3. What You Need to Know
        1. 21.3.1. Twitter
        2. 21.3.2. Real-Time Social Engagement
        3. 21.3.3. Reviews
        4. 21.3.4. Mobile Marketing
        5. 21.3.5. Mobile Web Marketing
        6. 21.3.6. Bluetooth Connection
        7. 21.3.7. Location-Based Services
        8. 21.3.8. Mobile Gaming
        9. 21.3.9. MMORPG
        10. 21.3.10. Location-Based Games
        11. 21.3.11. Mobile In-Game Marketing
        12. 21.3.12. Mobile Viral Marketing
        13. 21.3.13. Mobile Marketing Future
        14. 21.3.14. Messaging Convergence
        15. 21.3.15. The Mobile Marketing Association
        16. 21.3.16. Mobile Phone Technology
      4. 21.4. Providers
      5. 21.5. Commandments
      6. 21.6. Conclusion
      7. 21.7. Readings and Resources
      8. 21.8. Downloads
      9. 21.9. Credits
    22. 22. Let the Conversation Begin (Interpersonal)
      1. 22.1. What's in It for You?
      2. 22.2. What You Need to Know
        1. 22.2.1. One-to-One
        2. 22.2.2. One-to-Many
        3. 22.2.3. Many-to-Many
      3. 22.3. Commandments
      4. 22.4. Conclusion
      5. 22.5. Readings and Resources
      6. 22.6. Downloads
      7. 22.7. Credits
  5. II. TOOLS
    1. 23. Social Networks
      1. 23.1. Bebo
        1. 23.1.1. What Is It?
        2. 23.1.2. How Can It Be Used?
        3. 23.1.3. What Other Applications Does It Work With?
        4. 23.1.4. Who Uses It?
        5. 23.1.5. Should You Use It?
        6. 23.1.6. Who Started It?
      2. 23.2. Facebook
        1. 23.2.1. What Is It?
        2. 23.2.2. How Can It Be Used?
        3. 23.2.3. What Other Applications Does It Work With?
        4. 23.2.4. Who Uses It?
        5. 23.2.5. Should You Use It?
        6. 23.2.6. Who Started It?
      3. 23.3. Fast Pitch!
        1. 23.3.1. What Is It?
        2. 23.3.2. How Can It Be Used?
        3. 23.3.3. What Other Applications Does It Work With?
        4. 23.3.4. Who Uses It?
        5. 23.3.5. Should You Use It?
        6. 23.3.6. Who Started It?
      4. 23.4. Friendster
        1. 23.4.1. What Is It?
        2. 23.4.2. How Can It Be Used?
        3. 23.4.3. What Other Applications Does It Work With?
        4. 23.4.4. Who Uses It?
        5. 23.4.5. Should You Use It?
        6. 23.4.6. Who Started It?
      5. 23.5. Gather.com
        1. 23.5.1. What Is It?
        2. 23.5.2. How Can It Be Used?
        3. 23.5.3. What Other Applications Does It Work With?
        4. 23.5.4. Who Uses It?
        5. 23.5.5. Should You Use It?
        6. 23.5.6. Who Started It?
      6. 23.6. KickApps
        1. 23.6.1. What Is It?
        2. 23.6.2. How Can It Be Used?
        3. 23.6.3. What Other Applications Does It Work With?
        4. 23.6.4. Who Uses It?
        5. 23.6.5. Should You Use It?
        6. 23.6.6. Who Started It?
      7. 23.7. LinkedIn
        1. 23.7.1. What Is It?
        2. 23.7.2. How Can It Be Used?
        3. 23.7.3. What Other Applications Does It Work With?
        4. 23.7.4. Who Uses It?
        5. 23.7.5. Should You Use It?
        6. 23.7.6. Who Started It?
      8. 23.8. MOLI
        1. 23.8.1. What Is It?
        2. 23.8.2. How Can It Be Used?
        3. 23.8.3. What Other Applications Does It Work With?
        4. 23.8.4. Who Uses It?
        5. 23.8.5. Should You Use It?
        6. 23.8.6. Who Started It?
      9. 23.9. MySpace
        1. 23.9.1. What Is It?
        2. 23.9.2. How Can It Be Used?
        3. 23.9.3. What Other Applications Does It Work With?
        4. 23.9.4. Who Uses It?
        5. 23.9.5. Should You Use It?
        6. 23.9.6. Who Started It?
      10. 23.10. Ning
        1. 23.10.1. What Is It?
        2. 23.10.2. How Can It Be Used?
        3. 23.10.3. What Other Applications Does It Work With?
        4. 23.10.4. Who Uses It?
        5. 23.10.5. Should You Use It?
        6. 23.10.6. Who Started It?
      11. 23.11. Orkut
        1. 23.11.1. What Is It?
        2. 23.11.2. How Can It Be Used?
        3. 23.11.3. What Other Applications Does It Work With?
        4. 23.11.4. Who Uses It?
        5. 23.11.5. Should You Use It?
        6. 23.11.6. Who Started It?
      12. 23.12. Plaxo
        1. 23.12.1. What Is It?
        2. 23.12.2. How Can It Be Used?
        3. 23.12.3. What Other Applications Does It Work With?
        4. 23.12.4. Who Uses It?
        5. 23.12.5. Should You Use It?
        6. 23.12.6. Who Started It?
      13. 23.13. Tool Scorecard for Chapter 23: Social Networks
    2. 24. Publish
      1. 24.1. Blogger
        1. 24.1.1. What Is It?
        2. 24.1.2. How Can It Be Used?
        3. 24.1.3. What Other Applications Does It Work With?
        4. 24.1.4. Who Uses It?
        5. 24.1.5. Should You Use It?
        6. 24.1.6. Who Started It?
      2. 24.2. Infusionsoft
        1. 24.2.1. What Is It?
        2. 24.2.2. How Can It Be Used?
        3. 24.2.3. What Other Applications Does It Work With?
        4. 24.2.4. Who Uses It?
        5. 24.2.5. Should You Use It?
        6. 24.2.6. Who Started It?
      3. 24.3. Joomla
        1. 24.3.1. What Is It?
        2. 24.3.2. How Can It Be Used?
        3. 24.3.3. What Other Applications Does It Work With?
        4. 24.3.4. Who Uses It?
        5. 24.3.5. Should You Use It?
        6. 24.3.6. Who Started It?
      4. 24.4. Knol
        1. 24.4.1. What Is It?
        2. 24.4.2. How Can It Be Used?
        3. 24.4.3. What Other Applications Does It Work With?
        4. 24.4.4. Who Uses It?
        5. 24.4.5. Should You Use It?
        6. 24.4.6. Who Started It?
      5. 24.5. RatePoint
        1. 24.5.1. What Is It?
        2. 24.5.2. How Can It Be Used?
        3. 24.5.3. What Other Applications Does It Work With?
        4. 24.5.4. Who Uses It?
        5. 24.5.5. Who Started It?
      6. 24.6. SlideShare
        1. 24.6.1. What Is It?
        2. 24.6.2. How Can It Be Used?
        3. 24.6.3. What Other Applications Does It Work With?
        4. 24.6.4. Who Uses It?
        5. 24.6.5. Should You Use It?
        6. 24.6.6. Who Started It?
      7. 24.7. TypePad
        1. 24.7.1. What Is It?
        2. 24.7.2. How Can It Be Used?
        3. 24.7.3. What Other Applications Does It Work With?
        4. 24.7.4. Who Uses It?
        5. 24.7.5. Should You Use It?
        6. 24.7.6. Who Started It?
      8. 24.8. VerticalResponse
        1. 24.8.1. What Is It?
        2. 24.8.2. How Can It Be Used?
        3. 24.8.3. What Other Applications Does It Work With?
        4. 24.8.4. Who Uses It?
        5. 24.8.5. Should You Use It?
        6. 24.8.6. Who Started It?
      9. 24.9. Volusion
        1. 24.9.1. What Is It?
        2. 24.9.2. How Can It Be Used?
        3. 24.9.3. What Other Applications Does It Work With?
        4. 24.9.4. Who Uses It?
        5. 24.9.5. Should You Use It?
        6. 24.9.6. Who Started It?
      10. 24.10. Wikia
        1. 24.10.1. What Is It?
        2. 24.10.2. How Can It Be Used?
        3. 24.10.3. What Other Applications Does It Work With?
        4. 24.10.4. Who Uses It?
        5. 24.10.5. Should You Use It?
        6. 24.10.6. Who Started It?
      11. 24.11. Wikipedia
        1. 24.11.1. What Is It?
        2. 24.11.2. How Can It Be Used?
        3. 24.11.3. What Other Applications Does It Work With?
        4. 24.11.4. Who Uses It?
        5. 24.11.5. Should You Use It?
        6. 24.11.6. Who Started It?
      12. 24.12. WordPress
        1. 24.12.1. What Is It?
        2. 24.12.2. How Can It Be Used?
        3. 24.12.3. What Other Applications Does It Work With?
        4. 24.12.4. Who Uses It?
        5. 24.12.5. Should You Use It?
        6. 24.12.6. Who Started It?
      13. 24.13. Tool Scorecard for Chapter 24: Publish
    3. 25. Photo
      1. 25.1. Flickr
        1. 25.1.1. What Is It?
        2. 25.1.2. How Can It Be Used?
        3. 25.1.3. What Other Applications Does It Work With?
        4. 25.1.4. Who Uses It?
        5. 25.1.5. Should You Use It?
        6. 25.1.6. Who Started It?
      2. 25.2. Photobucket
        1. 25.2.1. What Is It?
        2. 25.2.2. How Can It Be Used?
        3. 25.2.3. What Other Applications Does It Work With?
        4. 25.2.4. Who Uses It?
        5. 25.2.5. Should You Use It?
        6. 25.2.6. Who Started It?
      3. 25.3. Picasa
        1. 25.3.1. What Is It?
        2. 25.3.2. How Can It Be Used?
        3. 25.3.3. What Other Applications Does It Work With?
        4. 25.3.4. Who Uses It?
        5. 25.3.5. Should You Use It?
        6. 25.3.6. Who Started It?
      4. 25.4. Slide
        1. 25.4.1. What Is It?
        2. 25.4.2. How Can It Be Used?
        3. 25.4.3. What Other Applications Does It Work With?
        4. 25.4.4. Who Uses It?
        5. 25.4.5. Should You Use It?
        6. 25.4.6. Who Started It?
      5. 25.5. SmugMug
        1. 25.5.1. What Is It?
        2. 25.5.2. How Can It Be Used?
        3. 25.5.3. What Other Applications Does It Work With?
        4. 25.5.4. Who Uses It?
        5. 25.5.5. Should You Use It?
        6. 25.5.6. Who Started It?
      6. 25.6. Twitxr
        1. 25.6.1. What Is It?
        2. 25.6.2. How Can It Be Used?
        3. 25.6.3. What Other Applications Does It Work With?
        4. 25.6.4. Who Uses It?
        5. 25.6.5. Should You Use It?
        6. 25.6.6. Who Started It?
      7. 25.7. Zooomr
        1. 25.7.1. What Is It?
        2. 25.7.2. How Can It Be Used?
        3. 25.7.3. What Other Applications Does It Work With?
        4. 25.7.4. Who Uses It?
        5. 25.7.5. Should You Use It?
        6. 25.7.6. Who Started It?
      8. 25.8. Tool Scorecard for Chapter 25: Photo
    4. 26. Audio
      1. 26.1. iTunes
        1. 26.1.1. What Is It?
        2. 26.1.2. How Can It Be Used?
        3. 26.1.3. What Other Applications Does It Work With?
        4. 26.1.4. Who Uses It?
        5. 26.1.5. Should You Use It?
        6. 26.1.6. Who Started It?
      2. 26.2. Podbean
        1. 26.2.1. What Is It?
        2. 26.2.2. How Can It Be Used?
        3. 26.2.3. What Other Applications Does It Work With?
        4. 26.2.4. Who Uses It?
        5. 26.2.5. Should You Use It?
        6. 26.2.6. Who Started It?
      3. 26.3. Podcast.com
        1. 26.3.1. What Is It?
        2. 26.3.2. How Can It Be Used?
        3. 26.3.3. What Other Applications Does It Work With?
        4. 26.3.4. Who Uses It?
        5. 26.3.5. Should You Use It?
        6. 26.3.6. Who Started It?
      4. 26.4. Rhapsody
        1. 26.4.1. What Is It?
        2. 26.4.2. How Can It Be Used?
        3. 26.4.3. What Other Applications Does It Work With?
        4. 26.4.4. Who Uses It?
        5. 26.4.5. Should You Use It?
        6. 26.4.6. Who Started It?
      5. 26.5. Tool Scorecard for Chapter 26: Audio
    5. 27. Video
      1. 27.1. Brightcove
        1. 27.1.1. What Is It?
        2. 27.1.2. How Can It Be Used?
        3. 27.1.3. What Other Applications Does It Work With?
        4. 27.1.4. Who Uses It?
        5. 27.1.5. Should You Use It?
        6. 27.1.6. Who Started It?
      2. 27.2. Google Video
        1. 27.2.1. What Is It?
        2. 27.2.2. How Can It Be Used?
        3. 27.2.3. What Other Applications Does It Work With?
        4. 27.2.4. Who Uses It?
        5. 27.2.5. Should You Use It?
        6. 27.2.6. Who Started It?
      3. 27.3. Hulu
        1. 27.3.1. What Is It?
        2. 27.3.2. How Can It Be Used?
        3. 27.3.3. What Other Applications Does It Work With?
        4. 27.3.4. Who Uses It?
        5. 27.3.5. Should You Use It?
        6. 27.3.6. Who Started It?
      4. 27.4. Metacafe
        1. 27.4.1. What Is It?
        2. 27.4.2. How Can It Be Used?
        3. 27.4.3. What Other Applications Does It Work With?
        4. 27.4.4. Who Uses It?
        5. 27.4.5. Should You Use It?
        6. 27.4.6. Who Started It?
      5. 27.5. Viddler
        1. 27.5.1. What Is It?
        2. 27.5.2. How Can It Be Used?
        3. 27.5.3. What Other Applications Does It Work With?
        4. 27.5.4. Who Uses It?
        5. 27.5.5. Should You Use It?
        6. 27.5.6. Who Started It?
      6. 27.6. YouTube
        1. 27.6.1. What Is It?
        2. 27.6.2. How Can It Be Used?
        3. 27.6.3. What Other Applications Does It Work With?
        4. 27.6.4. Who Uses It?
        5. 27.6.5. Should You Use It?
        6. 27.6.6. Who Started It?
      7. 27.7. Tool Scorecard for Chapter 27: Video
    6. 28. Microblogging
      1. 28.1. Plurk
        1. 28.1.1. What Is It?
        2. 28.1.2. How Can It Be Used?
        3. 28.1.3. What Other Applications Does It Work With?
        4. 28.1.4. Who Uses It?
        5. 28.1.5. Should You Use It?
        6. 28.1.6. Who Started It?
      2. 28.2. Twitter
        1. 28.2.1. What Is It?
        2. 28.2.2. How Can It Be Used?
        3. 28.2.3. What Other Applications Does It Work With?
        4. 28.2.4. Who Uses It?
        5. 28.2.5. Should You Use It?
        6. 28.2.6. Who Started It?
      3. 28.3. Twitxr
      4. 28.4. Tool Scorecard for Chapter 28: Microblogging
    7. 29. Livecasting
      1. 29.1. BlogTalkRadio
        1. 29.1.1. What Is It?
        2. 29.1.2. How Can It Be Used?
        3. 29.1.3. What Other Applications Does It Work With?
        4. 29.1.4. Who Uses It?
        5. 29.1.5. Should You Use It?
        6. 29.1.6. Who Started It?
      2. 29.2. Live365
        1. 29.2.1. What Is It?
        2. 29.2.2. How Can It Be Used?
        3. 29.2.3. What Other Applications Does It Work With?
        4. 29.2.4. Who Uses It?
        5. 29.2.5. Should You Use It?
        6. 29.2.6. Who Started It?
      3. 29.3. Justin.tv
        1. 29.3.1. What Is It?
        2. 29.3.2. How Can It Be Used?
        3. 29.3.3. What Other Applications Does It Work With?
        4. 29.3.4. Who Uses It?
        5. 29.3.5. Should You Use It?
        6. 29.3.6. Who Started It?
      4. 29.4. SHOUTcast
        1. 29.4.1. What Is It?
        2. 29.4.2. How Can It Be Used?
        3. 29.4.3. What Other Applications Does It Work With?
        4. 29.4.4. Who Uses It?
        5. 29.4.5. Should You Use It?
        6. 29.4.6. Who Started It?
      5. 29.5. TalkShoe
        1. 29.5.1. What Is It?
        2. 29.5.2. How Can It Be Used?
        3. 29.5.3. What Other Applications Does It Work With?
        4. 29.5.4. Who Uses It?
        5. 29.5.5. Should You Use It?
        6. 29.5.6. Who Started It?
      6. 29.6. Tool Scorecard for Chapter 29: Livecast
    8. 30. Virtual Worlds
      1. 30.1. Active Worlds
        1. 30.1.1. What Is It?
        2. 30.1.2. How Can It Be Used?
        3. 30.1.3. What Other Applications Does It Work With?
        4. 30.1.4. Who Uses It?
        5. 30.1.5. Should You Use It?
        6. 30.1.6. Who Started It?
      2. 30.2. Kaneva
        1. 30.2.1. What Is It?
        2. 30.2.2. How Can It Be Used?
        3. 30.2.3. What Other Applications Does It Work With?
        4. 30.2.4. Who Uses It?
        5. 30.2.5. Should You Use It?
        6. 30.2.6. Who Started It?
      3. 30.3. Second Life
        1. 30.3.1. What Is It?
        2. 30.3.2. How Can It Be Used?
        3. 30.3.3. What Other Applications Does It Work With?
        4. 30.3.4. Who Uses It?
        5. 30.3.5. Should You Use It?
        6. 30.3.6. Who Started It?
      4. 30.4. Tool Scorecard for Chapter 30: Virtual Worlds
    9. 31. Gaming
      1. 31.1. Entropia Universe
        1. 31.1.1. What Is It?
        2. 31.1.2. How Can It Be Used?
        3. 31.1.3. What Other Applications Does It Work With?
        4. 31.1.4. Who Uses It?
        5. 31.1.5. Should You Use It?
        6. 31.1.6. Who Started It?
      2. 31.2. EverQuest
        1. 31.2.1. What Is It?
        2. 31.2.2. How Can It Be Used?
        3. 31.2.3. What Other Applications Does It Work With?
        4. 31.2.4. Who Uses It?
        5. 31.2.5. Should You Use It?
        6. 31.2.6. Who Started It?
      3. 31.3. World of Warcraft
        1. 31.3.1. What Is It?
        2. 31.3.2. How Can It Be Used?
        3. 31.3.3. What Other Applications Does It Work With?
        4. 31.3.4. Who Uses It?
        5. 31.3.5. Should You Use It?
        6. 31.3.6. Who Started It?
      4. 31.4. Tool Scorecard for Chapter 31: Gaming
    10. 32. Productivity Applications
      1. 32.1. Acteva
        1. 32.1.1. What Is It?
        2. 32.1.2. How Can It Be Used?
        3. 32.1.3. What Other Applications Does It Work With?
        4. 32.1.4. Who Uses It?
        5. 32.1.5. Should You Use It?
        6. 32.1.6. Who Started It?
      2. 32.2. AOL
        1. 32.2.1. What is it?
        2. 32.2.2. How Can It Be Used?
        3. 32.2.3. What Other Applications Does It Work With?
        4. 32.2.4. Who Uses It?
        5. 32.2.5. Should You Use It?
        6. 32.2.6. Who Started It?
      3. 32.3. BitTorrent
        1. 32.3.1. What Is It?
        2. 32.3.2. How Can It Be Used?
        3. 32.3.3. What Other Applications Does It Work With?
        4. 32.3.4. Who Uses It?
        5. 32.3.5. Should You Use It?
        6. 32.3.6. Who Started It?
      4. 32.4. Eventful
        1. 32.4.1. What Is It?
        2. 32.4.2. How Can It Be Used?
        3. 32.4.3. What Other Applications Does It Work With?
        4. 32.4.4. Who Uses It?
        5. 32.4.5. Should You Use It?
        6. 32.4.6. Who Started It?
      5. 32.5. Google Alerts
        1. 32.5.1. What Is It?
        2. 32.5.2. How Can It Be Used?
        3. 32.5.3. What Other Applications Does It Work With?
        4. 32.5.4. Who Uses It?
        5. 32.5.5. Should You Use It?
        6. 32.5.6. Who Started It?
      6. 32.6. Google Docs
        1. 32.6.1. What Is It?
        2. 32.6.2. How Can It Be Used?
        3. 32.6.3. What Other Applications Does It Work With?
        4. 32.6.4. Who Uses It?
        5. 32.6.5. Should You Use It?
        6. 32.6.6. Who Started It?
      7. 32.7. Google Gmail
        1. 32.7.1. What Is It?
        2. 32.7.2. How Can It Be Used?
        3. 32.7.3. What Other Applications Does It Work With?
        4. 32.7.4. Who Uses It?
        5. 32.7.5. Should You Use It?
        6. 32.7.6. Who Started It?
      8. 32.8. MSGTAG
        1. 32.8.1. What Is It?
        2. 32.8.2. How Can It Be Used?
        3. 32.8.3. What Other Applications Does It Work With?
        4. 32.8.4. Who Uses It?
        5. 32.8.5. Should You Use It?
        6. 32.8.6. Who Started It?
      9. 32.9. ReadNotify
        1. 32.9.1. What Is It?
        2. 32.9.2. How Can It Be Used?
        3. 32.9.3. What Other Applications Does It Work With?
        4. 32.9.4. Who Uses It?
        5. 32.9.5. Should You Use It?
        6. 32.9.6. Who Started It?
      10. 32.10. SurveyMonkey
        1. 32.10.1. What Is It?
        2. 32.10.2. How Can It Be Used?
        3. 32.10.3. What Other Applications Does It Work With?
        4. 32.10.4. Who Uses It?
        5. 32.10.5. Should You Use It?
        6. 32.10.6. Who Started It?
      11. 32.11. TiddlyWiki
        1. 32.11.1. What Is It?
        2. 32.11.2. How Can It Be Used?
        3. 32.11.3. What Other Applications Does It Work With?
        4. 32.11.4. Who Uses It?
        5. 32.11.5. Should You Use It?
        6. 32.11.6. Who Started It?
      12. 32.12. Yahoo!
        1. 32.12.1. What Is It?
        2. 32.12.2. How Can It Be Used?
        3. 32.12.3. What Other Applications Does It Work With?
        4. 32.12.4. Who Uses It?
        5. 32.12.5. Should You Use It?
        6. 32.12.6. Who Started It?
      13. 32.13. Zoho
        1. 32.13.1. What Is It?
        2. 32.13.2. How Can It Be Used?
        3. 32.13.3. What Other Applications Does It Work With?
        4. 32.13.4. Who Uses It?
        5. 32.13.5. Should You Use It?
        6. 32.13.6. Who Started It?
      14. 32.14. Zoomerang
        1. 32.14.1. What Is It?
        2. 32.14.2. How Can It Be Used?
        3. 32.14.3. What Other Applications Does It Work With?
        4. 32.14.4. Who Uses It?
        5. 32.14.5. Should You Use It?
        6. 32.14.6. Who Started It?
      15. 32.15. Tool Scorecard for Chapter 32: Productivity Applications
    11. 33. Aggregators
      1. 33.1. Digg
        1. 33.1.1. What Is It?
        2. 33.1.2. How Can It Be Used?
        3. 33.1.3. What Other Applications Does It Work With?
        4. 33.1.4. Who Uses It?
        5. 33.1.5. Should You Use It?
        6. 33.1.6. Who Started It?
      2. 33.2. FriendFeed
        1. 33.2.1. What Is It?
        2. 33.2.2. How Can It Be Used?
        3. 33.2.3. What Other Applications Does It Work With?
        4. 33.2.4. Who Uses It?
        5. 33.2.5. Should You Use It?
        6. 33.2.6. Who Started It?
      3. 33.3. Google Reader
        1. 33.3.1. What Is It?
        2. 33.3.2. How Can It Be Used?
        3. 33.3.3. What Other Applications Does It Work With?
        4. 33.3.4. Who Uses It?
        5. 33.3.5. Should You Use It?
        6. 33.3.6. Who Started It?
      4. 33.4. iGoogle
        1. 33.4.1. What Is It?
        2. 33.4.2. How Can It Be Used?
        3. 33.4.3. What Other Applications Does It Work With?
        4. 33.4.4. Who Uses It?
        5. 33.4.5. Should You Use It?
        6. 33.4.6. Who Started It?
      5. 33.5. MyYahoo!
        1. 33.5.1. What Is It?
        2. 33.5.2. How Can It Be Used?
        3. 33.5.3. What Other Applications Does It Work With?
        4. 33.5.4. Who Uses It?
        5. 33.5.5. Should You Use It?
        6. 33.5.6. Who Started It?
      6. 33.6. Reddit
        1. 33.6.1. What Is It?
        2. 33.6.2. How Can It Be Used?
        3. 33.6.3. What Other Applications Does It Work With?
        4. 33.6.4. Who Uses It?
        5. 33.6.5. Should You Use It?
        6. 33.6.6. Who Started It?
      7. 33.7. Yelp
        1. 33.7.1. What Is It?
        2. 33.7.2. How Can It Be Used?
        3. 33.7.3. What Other Applications Does It Work With?
        4. 33.7.4. Who Uses It?
        5. 33.7.5. Should You Use It?
        6. 33.7.6. Who Started It?
      8. 33.8. Tool Scorecard for Chapter 33: Aggregators
    12. 34. RSS
      1. 34.1. Atom
        1. 34.1.1. What Is It?
        2. 34.1.2. How Can It Be Used?
        3. 34.1.3. What Other Applications Does It Work With?
        4. 34.1.4. Who Uses It?
        5. 34.1.5. Should You Use It?
        6. 34.1.6. Who Started It?
      2. 34.2. Google FeedBurner
        1. 34.2.1. What Is It?
        2. 34.2.2. How Can It Be Used?
        3. 34.2.3. What Other Applications Does It Work With?
        4. 34.2.4. Who Uses It?
        5. 34.2.5. Should You Use It?
        6. 34.2.6. Who Started It?
      3. 34.3. PingShot
        1. 34.3.1. What Is It?
        2. 34.3.2. How Can It Be Used?
        3. 34.3.3. What Other Applications Does It Work With?
        4. 34.3.4. Who Uses It?
        5. 34.3.5. Should You Use It?
        6. 34.3.6. Who Started It?
      4. 34.4. RSS 2.0
        1. 34.4.1. What Is It?
        2. 34.4.2. How Can It Be Used?
        3. 34.4.3. What Other Applications Does It Work With?
        4. 34.4.4. Who Uses It?
        5. 34.4.5. Should You Use It?
        6. 34.4.6. Who Started It?
      5. 34.5. Tool Scorecard for Chapter 34: RSS
    13. 35. Search
      1. 35.1. RAMP
        1. 35.1.1. What Is It?
        2. 35.1.2. How Can It Be Used?
        3. 35.1.3. What Other Applications Does It Work With?
        4. 35.1.4. Who Uses It?
        5. 35.1.5. Should You Use It?
        6. 35.1.6. Who Started It?
      2. 35.2. Google Search
        1. 35.2.1. What Is It?
        2. 35.2.2. How Can It Be Used?
        3. 35.2.3. What Other Applications Does It Work With?
        4. 35.2.4. Who Uses It?
        5. 35.2.5. Should You Use It?
        6. 35.2.6. Who Started It?
      3. 35.3. Ice Rocket
        1. 35.3.1. What Is It?
        2. 35.3.2. How Can It Be Used?
        3. 35.3.3. What Other Applications Does It Work With?
        4. 35.3.4. Who Uses It?
        5. 35.3.5. Should You Use It?
        6. 35.3.6. Who Started It?
      4. 35.4. MetaTube
        1. 35.4.1. What Is It?
        2. 35.4.2. What Other Applications Does It Work With?
        3. 35.4.3. Who Uses It?
        4. 35.4.4. Should You Use It?
        5. 35.4.5. Who Started It?
      5. 35.5. Redlasso
        1. 35.5.1. What Is It?
        2. 35.5.2. How Can It Be Used?
        3. 35.5.3. What Other Applications Does It Work With?
        4. 35.5.4. Who Uses It?
        5. 35.5.5. Should You Use It?
        6. 35.5.6. Who Started It?
      6. 35.6. Technorati
        1. 35.6.1. What Is It?
        2. 35.6.2. How Can It Be Used?
        3. 35.6.3. What Other Applications Does It Work With?
        4. 35.6.4. Who Uses It?
        5. 35.6.5. Should You Use It?
        6. 35.6.6. Who Started It?
      7. 35.7. Yahoo! Search
        1. 35.7.1. What Is It?
        2. 35.7.2. How Can It Be Used?
        3. 35.7.3. What Other Applications Does It Work With?
        4. 35.7.4. Who Uses It?
        5. 35.7.5. Should You Use It?
        6. 35.7.6. Who Started It?
      8. 35.8. Tool Scorecard for Chapter 35: Search
    14. 36. Mobile
      1. 36.1. airG
        1. 36.1.1. What Is It?
        2. 36.1.2. How Can It Be Used?
        3. 36.1.3. What Other Applications Does It Work With?
        4. 36.1.4. Who Uses It?
        5. 36.1.5. Should You Use It?
        6. 36.1.6. Who Started It?
      2. 36.2. AOL Mobile
        1. 36.2.1. What Is It?
        2. 36.2.2. How Can It Be Used?
        3. 36.2.3. What Other Applications Does It Work With?
        4. 36.2.4. Who Uses It?
        5. 36.2.5. Should You Use It?
        6. 36.2.6. Who Started It?
      3. 36.3. Brightkite
        1. 36.3.1. What Is It?
        2. 36.3.2. How Can It Be Used?
        3. 36.3.3. What Other Applications Does It Work With?
        4. 36.3.4. Who Uses It?
        5. 36.3.5. Should You Use It?
        6. 36.3.6. Who Started It?
      4. 36.4. CallWave
        1. 36.4.1. What Is It?
        2. 36.4.2. How Can It Be Used?
        3. 36.4.3. What Other Applications Does It Work With?
        4. 36.4.4. Who Uses It?
        5. 36.4.5. Should You Use It?
        6. 36.4.6. Who Started It?
      5. 36.5. Jott
        1. 36.5.1. What Is It?
        2. 36.5.2. How Can It Be Used?
        3. 36.5.3. What Other Applications Does It Work With?
        4. 36.5.4. Who Uses It?
        5. 36.5.5. Should You Use It?
        6. 36.5.6. Who Started It?
      6. 36.6. Jumbuck
        1. 36.6.1. What Is It?
        2. 36.6.2. How Can It Be Used?
        3. 36.6.3. What Other Applications Does It Work With?
        4. 36.6.4. Who Uses It?
        5. 36.6.5. Should You Use It?
        6. 36.6.6. Who Started It?
      7. 36.7. SMS.ac
        1. 36.7.1. What Is It?
        2. 36.7.2. How Can It Be Used?
        3. 36.7.3. What Other Applications Does It Work With?
        4. 36.7.4. Who Uses It?
        5. 36.7.5. Should You Use It?
        6. 36.7.6. Who Started It?
      8. 36.8. Tool Scorecard for Chapter 36: Mobile
    15. 37. Interpersonal
      1. 37.1. Acrobat Connect
        1. 37.1.1. What Is It?
        2. 37.1.2. How Can It Be Used?
        3. 37.1.3. What Other Applications Does It Work With?
        4. 37.1.4. Who Uses It?
        5. 37.1.5. Should You Use It?
        6. 37.1.6. Who Started It?
      2. 37.2. AOL Instant Messenger
        1. 37.2.1. What Is It?
        2. 37.2.2. How Can It Be Used?
        3. 37.2.3. What Other Applications Does It Work With?
        4. 37.2.4. Who Uses It?
        5. 37.2.5. Should You Use It?
        6. 37.2.6. Who Started It?
      3. 37.3. GoToMeeting
        1. 37.3.1. What Is It?
        2. 37.3.2. How Can It Be Used?
        3. 37.3.3. What Other Applications Does It Work With?
        4. 37.3.4. Who Uses It?
        5. 37.3.5. Should You Use It?
        6. 37.3.6. Who Started It?
      4. 37.4. Apple iChat
        1. 37.4.1. What Is It?
        2. 37.4.2. How Can It Be Used?
        3. 37.4.3. What Other Applications Does It Work With?
        4. 37.4.4. Who Uses It?
        5. 37.4.5. Should You Use It?
        6. 37.4.6. Who Started It?
      5. 37.5. Jott
        1. 37.5.1. What Is It?
        2. 37.5.2. How Can It Be Used?
        3. 37.5.3. What Other Applications Does It Work With?
        4. 37.5.4. Who Uses It?
        5. 37.5.5. Should You Use It?
        6. 37.5.6. Who Started It?
      6. 37.6. Meebo
        1. 37.6.1. What Is It?
        2. 37.6.2. How Can It Be Used?
        3. 37.6.3. What Other Applications Does It Work With?
        4. 37.6.4. Who Uses It?
        5. 37.6.5. Should You Use It?
        6. 37.6.6. Who Started It?
      7. 37.7. Skype
        1. 37.7.1. What Is It?
        2. 37.7.2. How Can It Be Used?
        3. 37.7.3. What Other Applications Does It Work With?
        4. 37.7.4. Who Uses It?
        5. 37.7.5. Should You Use It?
        6. 37.7.6. Who Started It?
      8. 37.8. WebEx
        1. 37.8.1. What Is It?
        2. 37.8.2. How Can It Be Used?
        3. 37.8.3. What Other Applications Does It Work With?
        4. 37.8.4. Who Uses It?
        5. 37.8.5. Should You Use It?
      9. 37.9. ZooLoo
        1. 37.9.1. What Is It?
        2. 37.9.2. How Can It Be Used?
        3. 37.9.3. What Other Applications Does It Work With?
        4. 37.9.4. Who Uses It?
        5. 37.9.5. Should I Use It?
        6. 37.9.6. Who Started It?
      10. 37.10. Tool Scorecard for Chapter 37: Interpersonal
  6. III. STRATEGY
    1. 38. Analyze Your Existing Media
      1. 38.1. Identifying Your Existing Media Mediums
        1. 38.1.1. Analyze Your Existing Media Strategy
        2. 38.1.2. Expense/Conversion (ROI)
        3. 38.1.3. Who Is Doing It?
        4. 38.1.4. Analyze Your Many Demographics
        5. 38.1.5. Identify Your Demographic Groups
        6. 38.1.6. How Many Groups Are There and What Are They?
      2. 38.2. Who Are You?
      3. 38.3. Conclusion
      4. 38.4. Credits
    2. 39. The Social Media Trinity
      1. 39.1. Trinity Number One—Blogs
      2. 39.2. Understand the Terms
        1. 39.2.1. Identify Your Tools
        2. 39.2.2. Identify Your Content
        3. 39.2.3. Identify Plug-Ins and Widgets
        4. 39.2.4. SEO Advantages
        5. 39.2.5. RSS and Readers
        6. 39.2.6. Interconnection
        7. 39.2.7. Blogging Conclusion
      3. 39.3. Trinity Number Two—Microblogging (Twitter)
        1. 39.3.1. Coming to Terms
        2. 39.3.2. Manage the Tweets
        3. 39.3.3. Determine Your Strategy
      4. 39.4. Trinity Number Three—Social Networks
        1. 39.4.1. What Are the Terms
        2. 39.4.2. Identify the Tools (Sites)
        3. 39.4.3. Determining the Strategy
      5. 39.5. Conclusion
      6. 39.6. Credits
    3. 40. Integrate Strategies
      1. 40.1. Integrate Your Existing Strategy into the Trinity
      2. 40.2. Selecting the Best of Both
      3. 40.3. Develop Clear Individual Goals (Conversions)
      4. 40.4. Quality Content, Not Quality Production
      5. 40.5. Integrate Existing Conventional and New Digital
      6. 40.6. Conclusion
      7. 40.7. Credits
    4. 41. Identify Resources
      1. 41.1. Management Buy-In
      2. 41.2. Reputation Management
      3. 41.3. Successful Campaigns
      4. 41.4. Identify Resources
      5. 41.5. In-House
        1. 41.5.1. Existing Staff
        2. 41.5.2. Outside Staff
        3. 41.5.3. Changing the Mind-set Challenge
      6. 41.6. Out-House
        1. 41.6.1. Marketing and Public Relations Firms
        2. 41.6.2. Consultants
      7. 41.7. Conclusion
      8. 41.8. Credits
    5. 42. Implement and Measurement
      1. 42.1. Implementing Your Strategy, Metrics, and Analytics
      2. 42.2. Determine Your Measurement Tools
        1. 42.2.1. Web, Blog Page, and Tweet Measurement—Check the Pages
        2. 42.2.2. Listen for the Tweets
        3. 42.2.3. More Sophisticated Surveillance
        4. 42.2.4. Video Sharing
        5. 42.2.5. Traffic Analytics
        6. 42.2.6. External Reputable Links
        7. 42.2.7. Cyber Surveillance
      3. 42.3. Know Your Competition
      4. 42.4. Analyze Each Marketing Channel
      5. 42.5. Managing Your Expectations
      6. 42.6. Putting the Pedal to the Metal!
      7. 42.7. Conclusion
      8. 42.8. Credits
    6. BIOGRAPHIES OF OUR EXPERTS