The thought of putting part of the message in the hands of their customers can be a frightening proposition for some businesses. But, when you have something you completely believe in, there is no reason not to shine a spotlight on your products, services, and your business. Using social media can result in gaining massive exposure through empowering customers. People today are much more likely to trust an authentic tweet, Facebook(r) update, Foursquare(tm) tip or Yelp review than they are an ad from the business itself. This book tells the story of how two different businesses in Milwaukee,...