This book is a concise, insightful, and actionable series of chapters that communicate strategic and timeless fundamentals to help organizations, companies, and brands develop and manage their social media marketing efforts.One of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, including traditional platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, have evolved significantly over the past 10 years; so much so that keeping...