This book aims to explain how the use of social media channels has fundamentally changed the way customers go about making their purchasing decisions, how they educate themselves, and why they choose to support certain brands above others. It tries to show what executives must do to re-create the way their companies interact with and learn from their customers, employees, and competitors. The work includes interviews and anecdotes Pearson has conducted or experienced with numerous influential C-suite executives during his time as leader of Dell's global social media team and as a consultant to Fortune 1000 companies, worldwide. 'PreCommerce' also intends to - Offer a step-by-step process for leaders to apply this knowledge to begin transforming their companies; Begin with a foreword from Mark Addicks, Chief Marketing Officer, General Mills; Contain over twenty-five Fortune 1000 executives' interviews, including Case Study interviews with Michael Dell and Marc Benioff; Shows how to build internal employeenetworks and how to take your first andmost important steps to integrate socialmedia throughout your company; Pearson tries to show that different ideas and the technology needed are rarely a cost issue. Instead, it's a matter of top executives deciding to adopt another way of engaging directly with their customers.