Great book by the guy who led General Motor's social media team through their bankruptcy and bail out and IBM's pioneering social media efforts. The book is aimed at people working in large organizations facing structural and cultural barriers to adopting and implementing social media programs.
Pros * Focuses on principles and guidelines, not tools * Lays out "The Lucky Seven" requirements for social media success in large organizations right in the intro * Points out the gap that often exists between consultant advice and the reality of implementing SM in big orgs * Measurement: spends a good deal of time dispelling the numbers myth (i.e. it's all about how many likes/followers) and arguing for metrics tied to real business goals * Encourages people to share what doesn't work as much as what does * Gives lots of specific case studies * Crises: Explains why, in a crisis, being reactive on the social Web IS proactive. * Says don't just focus on people with lots of followers.
Cons * Regarding measuring your social media program, he says 'eliminate other factors' to find out if it's your SM program driving change but doesn't explain how to do it since you can't do things over.