Tabla de Contenidos: “…IT'S NOT A FAN PAGE -- IT'S A BRAND PAGE -- FROM E-COMMERCE TO F-COMMERCE -- FACEBOOK TABS ARE THE NEW WEB PAGES -- MADISON AVE. IS MOVING TO CALIFORNIA AVE. -- Chapter 23: Divide and Conquer -- SOCIAL MEDIA TAKES A COMMUNITY EFFORT -- DECENTRALIZATION AND CENTRALIZATION: ASSEMBLING AND CONDUCTING AN ORCHESTRA -- THE SOCIETY AND CULTURE OF BUSINESS -- MEETING OF THE MINDS: CONSENSUS AD IDEM -- OUTSIDE THE INSIDE: ESTABLISHING AN INSIDER PROGRAM -- EXAMPLE: NEW MEDIA BOARD OF ADVISORS -- EXAMPLE: INTERNAL TASK FORCE -- EXAMPLE: ORGANIZATIONAL TRANSFORMATION -- NEW ROLES AND RESPONSIBILITIES IN THE ERA OF EMERGING MEDIA -- NOTES -- Chapter 24: A Tale of Two Cities -- WEB 2.0 AND THE EVOLUTION OF CRM 2.0 -- TWITTER AND SOCIAL NETWORKS USHER IN A NEW ERA OF RELATIONSHIPS -- WHEN THE S IN SCRM STANDS FOR SELF-SERVING -- VENDOR RELATIONSHIP MANAGEMENT (VRM) -- THE VALUE OF SOCIAL CUSTOMERS -- VRM + SCRM = SRM -- NO BRAND IS AN ISLAND -- SOCIAL BUSINESS TAKES A HUMAN TOUCH -- NO, REALLY -- SOCIAL SCIENCE IS THE CENTER OF SOCIAL BUSINESS -- NOTES -- Chapter 25: We Earn the Relationships We Deserve -- EARNING THE THREE FS: FRIENDS, FANS, AND FOLLOWERS -- #HASHTAGS -- HASHTAGS: A PROACTIVE APPROACH -- OFFERS AND SPECIALS -- PAY PER TWEET -- NOTES -- Chapter 26: The New Media Scorecard -- THE DISPARITY BETWEEN SOCIAL MEDIA ADOPTION AND MEASUREMENT -- ROA: RETURN ON ACRONYMS -- THE ESSENTIAL GUIDE TO SOCIAL MEDIA: RESOURCES-PERSONNEL AND BUDGETS -- THE SOCIAL BAROMETER -- START WITH THE RESULTS, THEN WORK BACKWARD: DEFINING GOALS AND OBJECTIVES -- AUTHORITY: THE ABILITY TO GALVANIZE ACTION AND QUANTIFY IT -- THE CS OF MEASURING ACTION THROUGH COST -- THE ENGAGEMENT PHASE -- SHARE OF VOICE AND SHARE OF CONVERSATION -- COMPARATIVE DATA ANALYSIS -- NOTES -- Conclusion -- YOU ARE MORE INFLUENTIAL THAN YOU MAY REALIZE -- Appendix: 30-Day Listening Report -- Glossary…”

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