As an expert in marketing strategy, Goizueta Business School professor Reshma Shah constantly evaluates what works — and what doesn't —when businesses try using social media for marketing.

Now, she and co-author Jamie Turner share lessons learned in "How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business" (Financial Times Press, 2010). In the book, they explore case studies of companies that successfully integrate social media into marketing campaigns and brand management and tales of companies whose efforts have fallen flat.

Listen to Reshma Shah talk about her book, social media marketing, and one particular company's wayward effort, as well as read a case study in the book highlighting the importance of social media magnetism:

Discussion

Reading