Social media has changed the way brands connect with their customers because in the world of Web 2.0, the customer is the media. Today, companies must engage their audiences in the same way they would the press - by giving them a story to tell. 

The question for many brands right now is where and how to begin. 

Think of it this way: social media is like the high school cafeteria - everyone sits together according to shared interests. As a consultant, Jennifer A. Jones helps you find your target lunch table and gets you invited to sit down.