Consumer-centric organizations know that social media can be used to engage with customers, leading to increased satisfaction and the acquisition of new customers through the power of viral marketing, yet relatively few organizations do it well. Our social-media-savvy and engaging speaker presents a practical guide for any organization that aspires to create direct, deep, rewarding relationships with its patrons and prospects. He demonstrates how a range of Web 2.0 tools and techniques can be used to start and sustain conversations and humanize the organization in the eyes of those it seeks to serve.