This document discusses the rise of social media and its impact on business. It outlines steps companies need to take to engage stakeholders through social media, including researching communities, identifying key interests, creating great content, and measuring outcomes. Case studies of successful social media efforts by companies like Dell, Southwest Airlines, Coca-Cola, and GM are also presented. The document advocates for an ongoing evolving approach to social media based on principles of community building.

1. Now Is Gone February 21, 2008

2. Part I: Why Should You Care?

3. What Hath Web 2.0 Wrought?

5. Adoption Hits Early Majority Phase

6. Cisco’s Marketing Effort

7. McKinsey Global Survey Shows Businesses Are Engaging in Social Media

9. Part II: New Media Ready?

10. The New Set of Stakeholders

13. Southwest Airlines Case Study

14. Part III: Building a Successful New Media Effort

15. Research: Focus on the Community’s Interests Research: Technorati, del.icio.us, StumbleUpon and Digg Identify the social network Back Channel Read and participate Identify top market concerns and issues

19. Compel Stakeholders with Great Content Every Time!!!

21. Promoting Your Effort

23. Coca-Cola Virtual Thirst

24. SeaWorld Case Study

26. Evolving Your Social Media Effort

27. Think Liquid

29. GM’s Reinvigorated Effort