Includes bibliographical references (p. 263-268) and index.
Contents
Machine generated contents note: ch. 1 The Lay of the Land -- ch. 2 The Executive Champion -- ch. 3 Owning Social Media -- ch. 4 The Social Media Evangelist -- ch. 5 Deal Breakers -- ch. 6 ROI and Measurement -- ch. 7 The First Thing We Do ... Let's Work With the Lawyers -- ch. 8 A Solid Social Media Policy -- ch. 9 Teaching the Organization to Fish -- ch. 10 Working with Bloggers -- ch. 11 Moneyball: Winning Big by Going Small -- ch. 12 When all Hell breaks Loose -- ch. 13 Three Mile Island: The GM Bankruptcy Crisis.
