Chpt1    Social Media: the what, why and how

It's not about the brand, it's about the customer

More than a basic introduction, in this section the foundations of the book's subject are laid. Starting with definitions of social media, it moves on to what concepts drive social interaction - and how it is segmented into its digital forms and platforms. Also included are an array of facets of social media, including; Web 2.0, Dark social, the Social Graph, the Prosumer and lurkers.

This is followed by 'why people use social media' and why - and how - organizations use social media, which combine to prepare the reader for the ways in which marketers can use social media as part of an integrated marketing communication strategy. Or, indeed, how social media can be used for marketing; full stop.

The final section looks at why - and how - organizations use social media. This includes the key considerations for all organizations considering the use of social media marketing in their marketing:
1 What do their customers expect from the organization?
2 Will social media marketing be worth the effort?
3 Is it right for the organization?
4 Does it fit in with the organization's other marketing efforts?