How to Innovate in Marketing (Collection), 2/e

66. Social Media: Build Your Brand and Connect with Customers

The rapid rise of social media may be the most important evolution to impact marketing in decades. It changes everything. It enables businesses to influence new buyers (rather than sell to them), interact and engage with customers (instead of having a one-way dialogue), and it puts the consumer in control of shaping and influencing a brand (not marketers).

The next several chapters will highlight the key trends driving social media, summarize the benefits of the most popular social networks, and describe the metrics and results of businesses that are using it to market and sell. As I send this book to my editor for publishing, I am keenly aware that by the time it is in your hands, ...