Social media is, in many ways, akin to the wild, Wild West—lawless, crazy, messy, and sometimes, a little brutal. If you agree, feel some sympathy for us who attempt to teach this topic. Without question, social media is a fascinating subject, and let’s face it, it’s not going anywhere. So, let’s take the horse by the reigns, follow the regulatory laws, develop some order, and learn more about how you can use social media in your company. But, before we get carried away, we should warn you—this book is not a “Complete Guide to Social Media” (there are plenty of books that have tackled that monster). This book focuses on what lies at both the heart and soul of social media: what motivates consumers to update their Facebook status, retweet ...

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