This is not a book about social media marketing. Within these pages, you’ll find no hidden formula that will teach a business how to increase friends, fans, and followers. It’s not a book about viral marketing, and it doesn’t condone using social media to broadcast one-way messages to the masses. This book is different.

Many organizations today spend a lot of time, resources, and money trying to understand the social landscape and engaging externally with their customers and prospects. They’re on a quest to become a social brand. They’re investing in Facebook applications, branded communities, and blogs; many also are using online monitoring solutions to listen and see what people are saying about the brand. From this perspective, ...

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