About This Book xv Cast of Characters xix Foreword Andy Markowitz xxxv Preface xxxix Acknowledgments xlv Introduction 1 Notes 11 SECTION I BRAND AS NETWORK 13 Chapter 1 Beyond Publishing 15 Publisher''s Advantage 15 Redefining the Audience 16 Keeping in Touch 17 Telling Stories 17 Beyond Publishing 18 Notes 19 Chapter 2 Social Media Is an Octopus 21 Marketing 22 Customer Relations 23 Public Relations 25 Crisis Management 26 Journalism 27 Media 28 Politics 31 Search 32 Vanishing Act 33 Notes 34 Chapter 3 Social Media Is a Complex System 37 Who Owns Social? 38 Cross Channels 40 Anywhere and Everywhere 40 A Holistic Approach to Social 41 Notes 42 Chapter 4 The Brand Network 43 Think Like a Network 43 Channel Architecture 46 The Grid 48 Notes 53 Chapter 5 Business Solutions 54 Social Commerce 55 Brandfluence 56 Advocacy 59 User-Generated Content 60 Gaming 62 Paid Social 63 Notes 65 SECTION II THE VALUE OF THE NETWORK 67 Chapter 6 Higher Highs and Higher Lows 69 Paid, Owned, and Earned Media 69 Extending the Life Span of Content 71 Notes 72 Chapter 7 Amplification 73 Tent Poles 73 Extending Conversations 75 Notes 78 Chapter 8 Continuity 79 Channel Architecture 80 Brand Channel Management 83 Community Management 84 Breaking Through the Clutter 86 Notes 87 Chapter 9 Operations 89 Technology 89 Talent 90 The Network Team 92 SECTION III AUDIENCE FIRST 97 Chapter 10 Building Bridges 99 Social Is Global 99 Passion Points 100 A Lot to Learn 102 Notes 105 Chapter 11 Welcome to the Party 106 Meeting Expectations 106 Welcome to the Party 109 Listen First, Sell Later 110 The Opening Line 111 The Right Fit 112 Influencers and Advocates 113 Notes 115 Chapter 12 Mutual Priorities 116 In Sync 116 Stick to the Point 117 Notes 118 Chapter 13 Audience Insights 119 Mashing Up Strategy and Analytics 119 Take the Time to Listen 121 Setting Standards 123 Success Tracking and Evaluation 123 Content Optimization 124 Audience Insight Analysis 125 Notes 126 Chapter 14 The Art and Science of Listening 127 Social Personas 128 Listening Tools 129 Audience Truths Are Brand Truths 130 The Engagement Point 131 Consistent Conversations 132 Notes 134 SECTION IV CONTENT IS CURRENCY 135 Chapter 15 Content at the Speed of Culture 137 Internet Time on Steroids 138 Caught Short 140 Faster Equals More 141 A Matter of Control 142 Notes 145 Chapter 16 Content That Connects 146 Design for Social Media 146 Interactive Technology for Social 149 Video for Social Media 150 Development and Production Slates 151 Notes 153 Chapter 17 The Creative Process 155 Building a Franchise 155 Campaigns Come in Two Parts 156 Target Audiences 156 The Social Ecosystem 157 In the Moment 159 Learning As You Go 160 Making Connections 160 Spheres of Influence 160 Filling the Gap 165 Notes 166 Chapter 18 Taking Measure 167 Three Decision Pillars 168 Inspiration 169 Distribution 170 Scorekeeping 172 A Work in Progress 172 Notes 173 SECTION V LOOKING AHEAD 175 Chapter 19 Looking Out 177 Emerging Social Markets 177 Mutual Relationships 179 Going Mobile 180 Doing Social Business around the World 181 Notes 185 Chapter 20 Looking In 186 Toward the Social Organization 186 Notes 189 SECTION VI EPILOGUE 191 Chapter 21 The Question 193 Scott Monty: Global Digital and Multimedia Communications Manager, Ford 194 B. Bonin Bough: Vice President of Global Media and Consumer Engagement, Mondelez International 196 Leslie Reiser: Director of WW Digital Marketing, IBM General Business 199 Rikard Steiber: Global Director of Mobile and Social Ads, Google 201 Reggie Bradford: Senior Vice President of Product Development, Oracle Former Founder and Chief Executive Officer, Vitrue 204 Sharon Feder: Chief Operating Officer, Mashable 206 Mike Edelhart: President of the Pivot Conference and Social Week in New York 209 Karen Spiegel: Senior Vice President, Managing Director of Marketing and Communications, R/GA 211 Karen Robinovitz: Cofounder and Chief Creative Officer, Digital Brand Architects 214 Stephanie Agresta: Global Director of Social Media and Digital, MSLGROUP 216 Ian Schafer: Chief Executive Officer and Founder, Deep Focus 218 Joe Burton: President and Chief Operating Officer, SocialChorus 220 Alan Osetek: Global President, Resolution Media, an Omnicom Media Group Company 224 Index 227.