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Clo Willaerts explains how online conversations can be observed, influenced and transformed into conversions, resulting in the kind of return on investment everybody likes: lower costs and higher revenue. Take a look inside the book: Social media has disrupted traditional marketing, advertising and even business models. In fact, traditional marketing is dead! Ordinary people, millions of them, are using social media every day to solve their problems: coping with information overload, finding a new job or even a new boyfriend. Just as importantly, they collect information and opinions before deciding what to spend their money on. The people you used to know as your targeted audience, your consumers or even your prospects are now using Facebook, Twitter, blogs and YouTube to start and join millions of conversations, which can be both valuable and trivial. But how can businesses learn to listen into and monitor these conversations without getting a headache? How can they successfully build and maintain a presence which allows them to 'fish where the fish are?' How can they align their business objectives with their social media efforts? And what should they actually do now that social media has irreversibly changed the way that companies do business and hire people? Internet expert Clo Willaerts offers us convincing practical answers to all these questions. Using her Conversity model and a number of inspiring case studies, she explains how conversations can be observed, influenced and transformed into conversions, resulting in the kind of return on investment everybody likes: lower costs and higher revenue.