When journalists turned to Google for information about Imperial Sugar Company (ISC) after a 2008 explosion at the refinery, outdated reports of the crisis showed up on the first page of the search engine. To change this, ISC created an online news room, hiring a print journalist, a television journalist and a photojournalist. This is brand journalism, says David Meerman Scott -- abandoning single-message ads in favor of communications that can tell the whole story of a brand.

David Meerman Scott said, "Barack Obama is the most successful 'new marketer' in history." Arun Chaudhary, New Media Road Director for Obama for America, reveals best practices for producing quality video for the Internet and meeting a high demand for immediate access to video footage of events. Adding Creative Commons License to this footage triggered what Meerman calls a "world wide rave"; citizens shared, remixed and reused commercially, "delivering information online as a primary tool."

Today, my publisher, John Wiley & Sons, Inc. announced a new series of books that I will be editing called The New Rules of Social Media book series.

How do you avoid using gobbledygook? Easy! Write using the words and phrases your buyers use.