How retailers can create an effective strategy for using social media and mobility Written in a blog format to help retailers experience interactive dialog in this rapidly growing communication vehicle, this book will create awareness of social networking and mobile technologies and the significant impact these channels are already having on retailers. Provides specific examples of social media and mobility business applications Explains why companies need to act now. Describes the analytical tools necessary to make informed decisions on the data. Demonstrates how to use social media to leverage brand equity across the entire business Presents a process for building a comprehensive strategy and action plan. Explaining why retailers must become partof revolutionary social media tools, this book shows how to use the data gathered and how to create a strategy to implement a social media plan.--