Book excerpt: Social Media drives engagement, engagement drives loyalty, and loyalty correlates directly to increased sales. Is your company currently focused on gaining brand advocates and building its social media credibility? Do you question whether or not using Facebook, Twitter, or blogs is a worthwhile investment of your time and resources? In Return on Relationship, social marketing experts Ted Rubin and Kathryn Rose present present real world, practical ideas that will help businesses maximize their potential through using community-focused tools on the Internet. You'll discover why 'that's the way it's always been done' will leave you without any customers. This book will also teach you: •the need for taking full advantage of social media •how social media differs from direct marketing •the importance of moving from convince and convert to converse and convert •what main problems will keep you from seeing dramatic results