From the Ground Up: Building a Complete Social Media Marketing Program fills the gap created by the many books on social media being written every day by so called "experts." Intended for use in the author's onsite training programs, From the Ground Up shares the basic theories behind social media, why social media can help you build your brand, and how to use it effectively. The reader will find ever increasingly detailed information about creating social media strategies to use with every major platform, how to set up and begin using these networks and what to post/share once on them. In addition, Dr. Lanier discusses the differences between traditional marketing strategies and those that must be used when marketing via social media. By the end of the book, readers have a grasp on how to use each network to fulfill goals and objectives, how to create a comprehensive strategy that guides them to those goals and objectives, a practical understanding of actually using each network, and methods to measure progress towards the end result.