Beverly Macy - The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World

Praise for The Power of Real-Time Social Media Marketing

This carefully researched and detailed inquiry will provide considerable insight and benefit to a truly new era of marketing.

Roger Weir
Professor and Creator of The Learning Civilization
a twenty-first century differential learning ecology

Smart. Insightful. A must-read for media and marketers. Everyone will benefit from their real-time perspective.

Alan Cohen
CEO, OMD USA

What do fish tacos, data storage, and disaster relief all have in common? Each has harnessed the power of marketing that amplifies via the real-time social web. These and many other case studies are part of Beverly and Teris engaging new book that details strategies for marketers to understand, evolve and profit in the social age.

John Gerzema
Chief Insights Officer, Young & Rubicam
and Coauthor of Spend Shift

Beverly Macy is a true innovator and thought leader in the field of social media marketing. She developed a one-day workshop for UCLA Extension as early as 2007 and she has continued to help us define a full curriculum on the subject. Her students have remarked they cant believe how much she knows about this area and that Beverlys classes provide everything you have to know these days to get a job in marketing. Its no wonder Beverly received our 2010 Distinguished Instructor Award. I am delighted Beverly and Teri Thompson now have published The Power of Real-Time Social Media Marketing to make their valuable insight and expertise available to a broader audience.

Cathy Sandeen, Ph.D., MBA
Dean, UCLA Extension, University of California Los Angeles

Technology is changing how we communicate, how we interact, and how we market. And nowhere is that technological change more apparent and meaningful than with the applications of social media. As stated a few times in the book, it is transformational. The Power of Real-Time Social Media Marketing offers keen insights in conversational language. Understanding whats possible and how to use social media will be essential for every marketer and this book can help hold your hand into this brave new world.

John Miller
CMO, NBC Universal TV Group

Like it or not, social media is here to stay, and to make an ever-increasingly significant impact globally on our business and on how we do business. It needs to be understood, managed, and harnessed. This book tells you how. Read it!

Zhihang Chi, Ph.D.
Vice President and General Manager, North America
Air China Limited

THE POWER OF REAL-TIME SOCIAL MEDIA MARKETING

How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World

BEVERLY MACY

TERI THOMPSON

Copyright 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-175347-0

MHID: 0-07-175347-8

The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-175263-3, MHID: 0-07-175263-3.

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To my family and friends for your love and support
BWM

To my family for teaching me the art of conversation,
and to my husband for his love and tech support
TT

CASE STORY COMPANIES

A special thank you goes to Julia Baxter, publicity, at McGraw-Hill Professional. She attended the Gravity Summit hosted by Young & Rubicam Brands in New York City in November 2009, where we met and exchanged conversation and ideas. Her immediate, genuine openness and professionalism shone through and were the keys that led to this book. All the people at McGraw-Hill have been stellar in their thorough knowledge of the publishing business and as patient collaborators with us. We are brand enthusiasts of Tania Loghmani, Donya Dickerson, Pattie Amoroso, Mary Glenn, and Ann Pryor.