Introduction -- Part I Tactics -- What is social media? -- Say hello to social networking -- Everyone's a publisher -- It's not your father's e-mail -- The World of web pages -- The Internet forum -- The Ubiquitous blog -- The Wisdom of the wiki -- A Picture is worth a thousand words (photo sharing) -- Talking about the podcast (audio create) -- Got audio? (audio sharing) -- Watch out for vlogs (video create) -- Got video? (video sharing) -- Thumbs up for microblogging -- Live from anywhere - it's livecasting -- Virtual worlds - real impact -- Gaming the system: virtual gaming -- RSS - really simple syndication made simple -- Spotlight on search (Search engine operation) -- Marketing yourself (search engine marketing) -- The Formidable fourth screen (mobile) -- Let the conversation begin (interpersonal) -- Part II Tools -- Social networks -- Publish -- Photo -- Audio -- Video -- Microblogging -- Livecasting -- Virtual worlds -- Gaming -- Productivity applications -- Aggregators -- RSS -- Search -- Mobile -- Interpersonal -- Part III Strategy -- Analyze your exisiting media -- The Social media trinity -- Integrate strategies -- Identify resources -- Implement and measurement -- Biographies of our experts -- Index.