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Table of Contents
About the Author
How to Use This Book
Part I The Foundation of Social Media
Chapter 1: Backlash
The Early Social Networks
The Pushback Begins
The Backlash: Measured and Formalized
The Main Points
Chapter 2: The Marketer’s Dilemma
The Roots of Avoidance
Early Online Word of Mouth
The Social Web Blooms
Nielsen Adds Social Metrics
Chapter 3: What Is Social Media?
Social Media Defined
Social Media and Marketing
Social Media as a Guidepost
The Elements of Social Media
Part II Month 1: Prepare for Social Marketing
Chapter 4: Week 1: Web 2.0, The Social Web
Social Networks: The Power ...