Bruce W. Marcus

Michelle Golden

Teaching firms how to integrate new media into their marketing strategy involves showing professionals that they are actually accomplishing familiar marketing tactics, just in newer, slightly different ways. In Social Media for Professionals, emphasis is placed on the strategies achieved through the tools, rather than just a focus on the tools, themselves. This helps keep the book timely even as new tools emerge—suggestions will be provided for applying the concepts within as newer technologies emerge. Appropriate tool choice will hinge on strategic purpose—discussed in depth-and culminating with how one determines return on investment (ROI) in SM use. Author will provide step-by-step approaches to successful professional blogging. High-level strategies for using Twitter, LinkedIn, Friendfeed and Facebook will also be covered. Again, because these tools evolve continuously, the purpose of use will be emphasized with each rather than click-by-click instructions which would be obsolete probably before publication.

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