Foreword. Preface. Introduction: Welcome to the Revolution. Part One: The New Reality of Marketing and Customer Service. Chapter 1 The Social Media Manifesto: Engage or Die. Chapter 2 The Case for Social Media, by the Numbers. Part Two: Forever Students of New Media. Chapter 3 New Media University: Social Media 101. Chapter 4 New Media University: Social Media 201. Chapter 5 New Media University: Social Media 202. Chapter 6 New Media University: Social Media 203. Chapter 7 New Media University: Social Media 301. Chapter 8 New Media University: Social Media 302. Chapter 9 New Media University: Social Media 303. Chapter 10 New Media University: Social Media 401. Chapter 11 New Media University: Social Media 402. Chapter 12 New Media University: Social Media 403. Chapter 13 New Media University: MBA, Year One. Chapter 14 New Media University: MBA, Year Two. Part Three: Brand Representative vs. the Brand You. Chapter 15 Managing the Me in Social Media and the We in the Social Web. Chapter 16 Learning and Experimentation Lead to Experience. Part Four: We Are the Champions. Chapter 17 Defining the Rules of Engagement. Chapter 18 The Conversation Prism: Listeners Make the Best Conversationalists. Chapter 19 Unveiling the New Influencers: We Are Media. Part Five: The Social Architect: Developing a Blueprint for New Marketing. Chapter 20 The Human Network. Chapter 21 Social Marketing Compass: Creating a Social Media Plan. Chapter 22 Divide and Conquer: Building Marketing and Service Teams around Social Media Programs. Part Six: A Little Less Conversation, A Little More Action: Rising above the Noise. Chapter 23 A Tale of Two Cities: Social CRM and Relationship Management. Chapter 24 The Contrast between Earned and Paid: When Paying for Friends Makes Cents. Chapter 25 The New Media Scorecard: Measuring Investment Returns. Conclusion. Glossary. Notes. Index.
