There is no doubt many of you will want to read this book. Nobody in advertising or marketing can ignore the phenomenal growth of the social media. Marketers must regain control in this changing world of communication and we can all learn from the insight given by Erik Qualman in his book. He gives a fascinating study on the impact social media platforms like Twitter, YouTube and FaceBook are having on society, consumers and businesses. The 243 pages are full of interesting examples of companies using social media, some successful while others damaged their reputations.