Focuses on building an internal business case for using social media, highlighting its importance, the benefits it can provide, and how to implement a successful strategy and measure its effectiveness. Examines such topics as the types of social media and their followers; how to increase discoverability; and how to define and protect your brand; legal challenges with social media, and more.

Discusses what social media is, how it has changed the marketing landscape, how to implement a tactical and strategic social media plan across your organization, how to best measure the ROI of a social media campaign, and more.