For some time, Jim Nail has seen the need for a playbook on social media for marketers. As chief marketing and strategy officer for the word-of-mouth analytics firm Cymfony, he might have just written it himself. But in the spirit of web 2.0 Mr. Nail has released a social media e-book as a "wiki" for industry thought leaders -- and anyone else -- to detail consumers' newfound influence over the marketing process.

The threats created by social media and technology, from content/publisher overload to online critics inciting consumer mobs, are familiar to any marketer or public relations professional. The mission of Cymfony's "Influence 2.0" initiative, led by Mr. Nail, is to help them "understand the macro changes that are diminishing their ability to drive revenue and profit for their companies" and adjust accordingly.

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