This book will help people to understand that the personal story of an individual is necessary to create a relationship with your company or organization. It will help people maximize social media from an individual standpoint not just the mass marketing speak of fans and followers. Readers will understand how to: Shift perspective and create new marketing communication in the fast and changing digital world Integrate and maximize on when and why to use digital media for customer management and service Use data and information to drive more results Create a set of social Key Performance Indicators (KPI) for every business unit in your company Create smart, applicable, easy-to-digest content that gets results from your online community