This chapter combines everything that we've learned in the first ten chapters to describe actionable steps for your company to take, starting with the New Media Audit and finishing with a New Media Plan.

This chapter takes a deep look at the data and analysis that can be performed with respect to social media measurements.

This chapter covers a case study of how Scott Monty of the Ford Motor Company extinguished a public relations fire in less than 24 hours using Twitter.

This chapter discusses the things that executives must consider when bringing New Media technologies into their companies. It discusses the fact that since New Media skills cut across all traditional corporate communications functions, that turf wars can materialize. It covers finding New Media content creators, whether inside the organization or outside. Lastly, it talks about the double-edged sword of employees who've become New Media celebrities.

This chapter discusses what businesses must consider in order to create great content for the Web. If they do so, their content will be ranked high in search engines such as Google, making it easier for customers to find products and services.

Building a team of people who can be successful with New Media technologies can be a challenge. This chapter describes the three types of people who will be available, and how best to manage them.

Traditionally, those entrusted with communicating the corporate message have always been in control of it. They wrote the marketing documents that were published verbatim. They wrote the press releases that journalists used to write their stories. But today, where anyone can write a blog, produce a podcast, or publish online video, professional communicators are struggling with whom to trust. This chapter describes the "dos and don'ts" of New Media corporate communications.

New Media technologies have lowered the publishing barrier-to-entry to a point where anyone with an opinion may distribute it to a worldwide audience. This chapter describes lessons that companies must consider in an age where the customer has the upper hand when it comes to public opinion.

This chapter covers the two other New Media technology-types: talking and participating. It explains why all companies should have a corporate blog, then explores the business value of tapping into the collaborative nature of social networks such as Facebook.

Chapter 2 describes the first of three categories of New Media technologies: Listening. By the time you finish this chapter you'll know how to use free tools and techniques to increase your productivity in gathering corporate intelligence.