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BRIAN SOLIS is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business, sales, and marketing. He is principal of FutureWorks, an award-winning business consultancy in San Francisco, and has led social programs and change management initiatives for Fortune 500 companies and Web 2.0 startups. His blog, BrianSolis.com, is among the world's leading business and marketing websites.

Foreword Ashton Kutcher xiii Preface xv Introduction Welcome to the Revolution xvii Chapter 1 The Social Media Manifesto 1 The Socialization of Media is Years in the Making 1 The Future of Business is Already Here 3 We are the Champions, We are not Messengers 4 Conversations Happen with or without You 5 Social Media is One Component of a Broader Communications and Marketing Strategy 6 Building a Bridge between You and Your Customers 7 Being Human versus Humanizing Your Story 8 Social Science is no Longer an Elective 9 You are not Alone 11 Notes 12 Chapter 2 Making the Case for Social Media: The Five Ws+H+E 13 The Rise of Unmarketing 13 People Influence Buying Decisions, Online and Offline 15 The Democratization and Socialization of Branded Media 15 Notes 17 Chapter 3 The New Media University 19 Integrated Marketing: The Tools 19 Defining Social Media 20 When Words Lose Their Meaning 21 Chapter 4 The New Media University 101: Blogs, Podcasts, and Livecasts 25 Blogs 26 Blog Example: Southwest Airlines and Dell 29 Podcasts 30 Podcast Examples: Fidelity Investments 31 Wikis 31 Wiki Example: Oracle 32 Notes 32 Chapter 5 The New Media University 201: Communities, Social Calendars, and Livecasting 33 Crowd-Sourced Content Communities 33 Social Calendars and Events 35 Livecasting 37 Chapter 6 The New Media University 301: Images and Multimedia 39 Images 39 Images Example: JetBlue and the American Red Cross on Flickr 40 Chapter 7 The New Media University 401: Dashboards, Social Networks, and Brands 43 Social Media Dashboards 43 Social Networks 46 Branded and Purpose-Driven Social Networks 47 Branded Social Network Examples: Panasonic Living in HD 48 Chapter 8 The New Media University 501: Microblogs, Monetization, and Twitter 51 Microblogs, Microcommunities 51 Top 10 Monetization Trends for Social Media and Microcommunities 52 Tips for Twitter and Social Media for Socially Savvy Businesses 53 Note 61 Chapter 9 The New Media University 601: Mobile Marketing and Video Broadcasting 63 Geo Location and Mobile Networking 63 Video Broadcast Networks 65 Video Example: Home Depot 69 Chapter 10 The New Media University 701: Social Media Optimization, SEO, and Content Distribution 71 Social Objects 71 Getting Noticed: Social Media Optimization a New Chapter of SEO 73 What is Social Media Optimization? 74 Titles 75 Descriptions 75 Tags 75 Content Distribution 76 Links 77 Liking: Micro Acts of Appreciation Yield Macro Impacts 78 Notes 79 Chapter 11 The New Media University 801: Syndication, Illustration, and Aggregation 81 Establishing a Syndication Network 81 Syndicating Social Objects: An Illustration 82 Channeling Illustration: An Activity Stream 83 Aggregation: Assembling the Pieces 84 Example of Activity Stream 85 In-Network Aggregation 86 Syndication: Webcasting Social Objects 87 Autoposts and Syndication 88 Dont Cross the Streams 88 Destination Unknown: Defining the Journey through Your Experience 89 Notes 95 Chapter 12 The New Media University 901: Brand Personality, Discovery, and Promise 97 Establishing an Online Presence and Defining the Brand Persona 97 Online Profiles Speak Volumes about You and Your Brand 98 Multiple Personality Disorder 99 Multiple Personality Order 99 Discovery and Actualization 101 Shaping the Brand Persona 102 The Center of Gravity: Core Values 103 Brand Pillars 104 Brand Characteristics 104 Promise 104 Brand Aspirations 105 Opportunities 105 Culture 105 Personality 106 Notes 106 Chapter 13 The New Media University 1001: Attention and Word of Mouth Marketing 107 From Introversion to Extroversion 107 The Now Web 108 The Rise of the Statusphere 109 News No Longer Breaks, It Tweets 110 The Attention Rubicon 111 Channeling Our Focus: The Attention Dashboard 114 The Social Effect: The Future of Branding and Word of Mouth