In essence, the book will help business professionals that already know and work with social media to take their knowledge to the next level ... to become experts within their organizations. It is aimed not just marketers but at every decision maker in the organization: CEO, CTO, Product Director, Sales Director. Armed with the tools of this book they will be able to understand how to: * Make Social Media part of the company's DNA * Justify increased spend on Social Media * Get how others are creating success via Social Media * Know what the future holds for Social Media Readers can ensure they are using social media channels appropriately, and with purpose: * They will be able to understand the change that social media brings to the traditional flow of an organization - and learn how to form a strategy to prepare for change and how to roll out Social Media strategies for the entire organization (including "ten tips to point the way") * They will understand the impact and ROI of Social Media on the organization, and how to develop a business case for investment * They will draw insights on cultural and linguistic challenges of Social Media The contributions from the 18 Social Media experts bring an enormous breadth of practical, hands-on experience to the topic area. Each chapter offers key learning points and take outs that will make this a must have "how to book" for any business person wanting to raise their game in Social Media.