This book explores the forms and possibilities of online communication. This includes email newsletters and corporate websites on one hand, and search engine marketing and online advertising on the other. The authors pay special attention to referral marketing, which encompasses viral, buzz, affiliate, and social media marketing. Social media is examined in detail from a marketing perspective. The discussion covers communication networks, forums, and review sites, as well as multimedia sharing, collaboration, and entertainment platforms, and considers social media in the context of integrated marketing communication.