Chapter 6: Connect

It’s been over fifteen years since the marketing aspect of social first started.[1] So many brilliant people have been writing, speaking, and sharing marketing-related case studies during that time that if I only listed a few, I’d miss some really important thinkers. And if I tried to list them all, I’d hit the word limit on this book. But despite this outpouring of expertise, many organizations still find it ridiculously hard to do (if at all).

This chapter builds on the previous two; I’ve already discussed how to organize to create value (chapter 4) and how to deliver value (chapter 5). This chapter addresses how the third part of any business model—how you capture value via sales and marketing. The Organize/Deliver/Capture ...

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