Includes bibliographical references and index.

Understanding online word of mouth -- The need for word of mouth information -- Trust in media -- The rise of social media -- Online word of mouth -- The Web advantage -- The power line -- The Dell turnaround -- Thoughts on AOL -- Hoboken online -- Transportation Security Administration (TSA) hears the laughing squid -- The frozen pea fund -- Helping earthquake victims -- Tsunami wikis -- Finding networking agents -- How to find networking agents -- Assessing online influence reach -- Relevance -- Authority -- Advocacy -- Comments -- Offline roles -- Tapping into the power of networking agents -- Screening for networking agents -- Building conversation forums -- Joining conversation forums -- Earning networking agents' trust -- Accepting reviews and suggestions -- Being responsive -- Providing conversation materials -- Addressing problems head on -- Being available -- Communicating with networking agents -- Crafting messages for networking agents -- Telling a newsworthy story -- We can blend Chuck Norris and your shoes -- One in six of us do not have water -- Creating an engaging process -- Downloading and touching applications -- Running : for the love of it -- Creating an image online -- Monkeying around at work -- Offering value --

Share your knowledge -- Let networking agents take the stage -- Appeal with a cause -- Reading the message environment -- Tapping into the public sentiment -- Revealing the unknown -- Challenging status quo -- Infiltrating networks -- Following the audience -- Making it easy to pass along and share -- Keeping in touch with networking agents -- Need for relationship platforms -- Sampling through word of mouth panels -- Product development through online communities -- Fueling word of mouth on popular social networks -- Creating multiple touch points -- Networking on the go -- Guidelines for long-term engagement -- Ask for permission and create a contact list -- Communicate with your networking agents on a regular basis -- Solicit feedback -- Encourage peer-to-peer activity -- Celebrate wins and success stories that emerge from the community -- Bring utility and deliver value -- Commit to a long-term plan -- Delivering on promises to networking agents -- Turning negative buzz into positive buzz -- Comcast cares -- Norton brand advocates -- Online reviews propel sales -- Probe, fix, and communicate -- Creating online word of mouth campaigns --

Helping networking agents spread your messages -- Building online communities -- Who to recruit? -- How many members to recruit? -- How to engage? -- What does engagement yield -- Customer loyalty and incremental revenue -- New products, services, and partnerships -- Conversation and connectivity -- How to maintain online communities -- What should the incentive be? -- How to quantify success -- Building a social media campaign -- Set up shop and create a base in social media -- Understand what matters to people and acknowledge current events -- Update your content regularly -- Stick to your topic of expertise -- Inform networks and lead them to action -- Measuring reach and impact of online word of mouth -- Designing a measurement plan -- Before the campaign -- After the campaign -- Methods -- Desktop key word searches -- Online monitoring analyses -- Audience surveys -- Web activity reports -- Measures -- Reach -- Relevance -- Outcome -- Metrics -- Reach metrics -- Relevance metrics -- Outcome metrics -- The future -- An assessment worksheet -- Stating your mission -- Conducting your research -- Preparing your message -- Delivering your message -- Managing online relations -- Measuring impact.