Gems of advanced thought, even for the experts in the trade.

One of the distinguishing marks of this book for practitioners is the inclusion of a large number of case studies. Some of these discuss about companies for whom social media is the business while some discuss about the social media strategies of more traditional businesses. These case studies are both descriptive and analytical and can be used for classroom discussions of business programs, too.

Social media is not a monolithically constructed entity. This makes theorization and generalization difficult. However, despite the diversity and complexity, the author has been able to identify broad patterns and governing frameworks. He has crafted his book in a comprehensive manner: it has a rich blend of theory and practice, not only to deliberate but also to implement. There is no longer a choice for businesses to shy away from social media and I believe that having this book as a key source of reference is an investment worthy of serious consideration.