Social media marketing, the next generation of Business Engagement

Abstract

This book is, first and foremost, an acknowledgement to the collective contri- butions of professionals, business executives, organizational leaders and an entire “social media” industry that has dedicated itself to delivering on the opportunities that the Social Web offers: the opportunity to understand, first-hand, what markets are saying, the opportunity to identify specific influencers and to quantify the impact that social media has as a result on markets and the businesses and organizations that serve them, and the opportunity to learn faster, to adapt more quickly, and to build and bring to market the next generation of globally acceptable, sustainable goods and services. Following the founding principles of the Web, I’ve built on shared knowledge: There is barely a page that is 100 percent “mine.” Instead, this book is my point of view and my insights—shaped by my experiences largely in business—in the context of a growing, collective body of knowledge that is itself available to all via the Social Web. For the professionals whose names appear inside I am indebted: It is my hope that I have likewise contributed. In particular, I’d like to acknowledge Starbucks and Dell, both of whom I am passionate about and whose products I buy. Their work in redefining their own business processes—driven by marketplace realities that emerged through the Social Web—which they have then shared openly so that others may benefit stands as tes- tament to what can be accomplished when customers and their points-of-view and willingness to collaborate toward the betterment of the brands they love are fully recognized. As well, an acknowledgement to my friends at SAS Institute, Lithium Technologies, Alterian, and each of the professional services and consulting firms I often work with. For my family and friends, and the business executives and organiza- tional leaders I’ve had the pleasure to work with. I’ve learned from all of you. Thank you.