Foreword / Ashton Kutcher -- Introduction: Welcome to the revolution -- Part I. The new reality of marketing and customer service : The social media manifesto: engage or die -- The case for socializing media, by the numbers -- Part II. Forever students of new media : The new media university : Social media 101 -- Social media 201 -- Social media 202 -- Social media 203 -- Social media 301 -- Social media 302 -- Social media 303 -- Social media 401 -- Social media 402 -- Social media 403 -- The new media university : MBA program: first year -- MBA program: second year -- Part III. Brand representative versus the brand you : Fusing the "me" in social media and the "we" in the social web -- Learning and experimentation lead to experience -- Part IV. We are the champions : Defining the rules of engagement -- The conversation prism: how to listen ; Unveiling the new influencers -- Part V. The social architect: developing a blueprint for new marketing : The human network -- The social marketing compass: creating a social media plan -- Divide and conquer: building marketing and service teams around social media programs -- Part VI. A little less conversation, a little more action: rising above the noise : A tale of two cities: social CRM and relationship management -- The contrast between earned and paid: when paying for friends makes cents -- The new media scorecard: measuring investment returns -- Conclusion -- Glossary.