Social media is the new, Web 2.0 way to connect with prospects, via online communities and user participation. Based on real-world experience integrating traditional direct marketing with social media, you will get an overview of the data and analytic challenges involved in making social media accountable for driving revenue. Explore Social Cultivation, the process of building long-term relationships with prospects, and how to manage the databases, analysis and business decisions involved in making social media work for you. Get an overview of the successful business strategies and execution considerations, and follow with anecdotal examples of data workflow, analytic results and integration pitfalls. You will learn: • A better understanding of social media and how Social Cultivation increases customer and prospect loyalty • An overview of the database and integration requirements for a successful social media effort • Metrics, analytic approaches and tracking requirements to build/validate a business case for Web 2.0 efforts