Hierarchy of Buying -- Word on Experts -- Trust Gap -- Restaurant That Didn't Get It -- Cold Calling -- Aiming Your Company at the Bottom of the Barrel -- Pull and Stay -- Reasons Why Companies Don't Use Social Media -- Social Media (Social Currency as Well) -- Twitter versus Facebook versus Linkedln -- Social Media Platforming -- HARO Platforming Example -- Game Has Changed: Immediacy and Relevancy -- Publicized Customer Service -- Don't Bank on the Bold -- Seven Deadly Social Media Sins -- How Twitter Changed My Business -- Tassimo -- Local Twitter -- Dominos Word of Mouth: Mouths Are Moving -- Naked Pizza -- Don't Feed the Trolls -- Tweetathon -- Your Web Site Old School versus New School -- Captchas -- Experience Gap -- Raising and Keeping the Bar High Cirque -- Stirring Coffee -- Experience Gap for Small Biz -- Using Stop Start Continue -- Zappos -- Rockport -- FreshBooks -- Why You Can't Learn From Millionaires -- Transparency and Authenticity -- My Transparency on Twitter -- Your Transparency on Twitter -- Affiliates -- Testimonials -- Best Sellers -- Why Being a Work-at-Home Mom Is Bad for Business -- Hello? Walmart? -- Idea Creation -- Idea Delivery -- Doing In-Person Seminars -- Tele-Seminars -- Tele-Summits -- How and Why I Created a Summit E-Book Instead -- Viral Marketing -- Undercover UnMarketing -- Putting It into Practice -- Lush -- Trade Shows -- Social Media at Trade Shows -- UnNetworking: Why Networking Events Are Evil -- UnEnd.