Social media is changing the way people think about marketing. It's much more than pushing out the same content through new channels. The biggest shift is that communications is now bi-directional; you can (and must) listen to your customers rather than just talking to (at) them. But, with so many social media channels and new rules of engagement, even seasoned marketing professionals sometimes get stuck on where to begin.

This book was created for business-to-business (B2B) marketing professionals who need to move quickly towards a marketing mix that now includes social media. While...