One of the top marketing challenges that marketing managersand executives face today is to better understand social mediaand its promise as a marketing platform. The social media ecosystem, including traditional platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, haveevolved significantly over the past 10 years; so much so thatkeeping pace with the latest social media platforms can seemlike herding cats. Inside, the authors provide a timeless perspective on how tocreate, manage, and measure social media content to help youcraft a more strategic approach to your social media efforts. They simplify the concept of branding and advertising (fueledby social media) so you can focus on fostering customer engagement;craft your organization’s unique story; tell that storystrategically via social media channels; organize, manage, monitor, and measure those efforts; identify key metrics and measurethe performance through analytics; and understand the extentof change brought on by digital and social media related to howyou engage your customers.