I. Social Media Strategy for Organizations (The Power and Business Risks of Social Media / Nick Smith and Robert Wollan ; How to Develop a Social Media Strategy / Chris Boudreaux ; Social Media ROI: New Metrics for Customer Health / Kevin Quiring ; Selling Social Media within the Organization /Robert Wollan). - II. Marketing and Sales in Social Media (Social Media and the Voice of the Customer / Chris Zinner and Catherine Zhou ; Integrating Social CRM Insights into the Customer Analytics Function /Rayid Ghani and Sarah Bentley ; Using Social Media to Drive Product Development and Find New Services to Sell / Adi Alon and A.J. Gupta ; Social Community Marketing and Selling / Robert Wollan and Andre Trochymiuk). - III. Customer Service and Support with Social Media (Using Social Media in Customer Service and Support / Stephanie Sadowski ; Social Media: Responding to Customer Complaints / Todd R. Wagner ; Staying Out of Trouble: Complying with FTC Disclosures / Chris Boudreaux). - IV. Beyond the "Pilot" Phase: The Core Components of the Agile Digital Enterprise (Creating and Implementing a Social Media Technology Platform / Anatoly Roytman and Joseph Hughes ; Social CRM on the Move: Mobility Implications for Social Media Programs / Greg Jenko, Lars Kamp, and Saj Usman ; New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media / Robert Wollan and Kelly Dempski). - V. Empowering Employees for Social Media Success (Culture Traits, Employee Incentives, and Training (Christine Eberle). 16 New Roles and Responsibilities (Chris Zinner and Vanessa Godshalk). 17 Social Media Policies / Chris Bourdreaux ; Social Media, Collaboration, and Value Creation in Organizations /Robert J. Thomas)