<DIV>Social media is quickly becoming important to most businesses, but many managers, professionals, and marketing experts are unsure about the practicalities of social media marketing and how to measure success. This guide to social media marketing, measurement, and evaluation of social media in an organizational context consists of three parts, the first of which introduces the reader to concepts and ideas emerging in social media. The other two sections consider the need to shift from traditional "shout marketing" to a more conversational, social approach to customers and move the discussion towards a systematic approach to evaluating social media activities.</div>