Despite its growing popularity, social media marketing (SMM) is still in its infancy. Many companies have been engaging in this form of marketing for some time, yet the proper application of this communication method remains largely unclear. SMM is not a self-sustaining process and requires significant time and effort to successfully interact in the Web 2.0 environment over extended periods. Potential customers online do not want bland advertising messages or dull news feeds in their networks. Developing successful digital social media activities necessitates a combination of quantitatively measurable and qualitatively oriented factors, as the mere number of "fans" and "followers" is not an indicator of success for a company's presence in the social web. This book aims to guide companies in optimizing their use of social media marketing measures.