Book excerpt: Infinite Ripple is an essential read for anyone wishing to utilise the power of social media in their personal, academic and professional lives. With a strong focus on Irish examples, the book contextualises the key concepts of the growing global phenomenon with a focus on advice to harness this opportunity offered by social networking. The discussion and examples are relevant to modern marketers and businesses intent on keeping on top of developments in customer engagement and interaction, with a view to improving profitability by exploiting the massive potential offered by this relatively new medium. It further employs relevant theory to students, academics and researchers in Ireland and around the world in its desire to explain complex communications paradigms in a succinct manner, utilising laymans terms and topical examples to ease understanding. Whether you are new to Facebook, Twitter, YouTube (or any of the others) or an avid user already, there is advice for all readers in this book to effectively leverage social media for everyday success in all parts of your life.