To Scott, for supporting every new opportunity I pursue on and off the social Web and for sending me blog post ideas when I’m too busy to think straight.
And to my family and friends for remembering me and welcoming me with open arms when I eventually emerge from behind my computer.
Copyright © 2011 by Susan Gunelius. All rights reserved. Except as permitted under the United States
Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any
means, or stored in a database or retrieval system, without the prior written permission of the publisher.
The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-174381-5,
All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every oc-
currence of a trademarked name, we use names in an editorial fashion only, and to the benefi t of the trademark
owner, with no intention of infringement of the trademark. Where such designations appear in this book, they
have been printed with initial caps.
McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or
for use in corporate training programs. To contact a representative please e-mail us at bulksales@mcgraw-hill.
Readers should know that online businesses have risks. Readers who participate in marketing and selling online
do so at their own risk. The author and publisher of this book cannot guarantee financial success and therefore
disclaim any liability, loss, or risk sustained, either directly or indirectly, as a result of using the information
given in this book.
While the author and publisher have done their best to ensure that the screenshots presented in this book are
current at the time of printing, the reader must be aware that due to the ever-evolving technology of the medium,
it is impossible to guarantee the accuracy of every single screenshot once the book has been published.
Social media tools discussed in this book were current at the time of printing. However, these tools change
quickly, and the reader should check the company’s site and read current policies and guidelines related to the
tools in case changes and updates have been made since the time of printing.