Steve O'Leary is chairman of O'Leary and Partners, a full-service advertising agency in Orange County, CA. Kim Sheehan, PhD, is professor of advertising and director of the Strategic Communication Master's Program of the School of Journalism and Communication at the University of Oregon. Sterling Lentz is market analyst at the marketing firm Adpearance, Portland, OR.

• AcknowledgmentsIntroduction1An Introduction to Strategic Social Media2Online Listening: Monitoring Customer Conversations Wherever They Happen?Getting Started with Blogging3Building Relationships: How to Build Social Networks and Engage Customers Using Social Media?Getting Started with Facebook4Social Messaging: Best Practices for Social Communication?Getting Started with Twitter5Say Goodbye to the Yellow Pages: Strategies to Optimize Search?Getting Started with Google Places6Better than the Rotary: Using Social Media to Create a Business Network?Getting Started with LinkedIn7Media Metrics: Measuring the Effects of Social Media8Social Media Audits: A Tool to Create Your StrategyAppendixReferencesIndex

Steve O'Leary is chairman of O'Leary and Partners, a full-service advertising agency in Orange County, CA. Kim Sheehan, PhD, is professor of advertising and director of the Strategic Communication Master's Program of the School of Journalism and Communication at the University of Oregon. Sterling Lentz is market analyst at the marketing firm Adpearance, Portland, OR.

• AcknowledgmentsIntroduction1An Introduction to Strategic Social Media2Online Listening: Monitoring Customer Conversations Wherever They Happen?Getting Started with Blogging3Building Relationships: How to Build Social Networks and Engage Customers Using Social Media?Getting Started with Facebook4Social Messaging: Best Practices for Social Communication?Getting Started with Twitter5Say Goodbye to the Yellow Pages: Strategies to Optimize Search?Getting Started with Google Places6Better than the Rotary: Using Social Media to Create a Business Network?Getting Started with LinkedIn7Media Metrics: Measuring the Effects of Social Media8Social Media Audits: A Tool to Create Your StrategyAppendixReferencesIndex

Steve O'Leary is chairman of O'Leary and Partners, a full-service advertising agency in Orange County, CA. Kim Sheehan, PhD, is professor of advertising and director of the Strategic Communication Master's Program of the School of Journalism and Communication at the University of Oregon. Sterling Lentz is market analyst at the marketing firm Adpearance, Portland, OR.

• AcknowledgmentsIntroduction1An Introduction to Strategic Social Media2Online Listening: Monitoring Customer Conversations Wherever They Happen?Getting Started with Blogging3Building Relationships: How to Build Social Networks and Engage Customers Using Social Media?Getting Started with Facebook4Social Messaging: Best Practices for Social Communication?Getting Started with Twitter5Say Goodbye to the Yellow Pages: Strategies to Optimize Search?Getting Started with Google Places6Better than the Rotary: Using Social Media to Create a Business Network?Getting Started with LinkedIn7Media Metrics: Measuring the Effects of Social Media8Social Media Audits: A Tool to Create Your StrategyAppendixReferencesIndex