An explosion in the popularity of social media sites has created a new level of consumer empowerment over even the most carefully managed brand messages. As the primary point of interaction in bringing products and services to the public, retailers are well positioned to carry customer relationships into this new online era. This course will focus on how and why retailers should "join the conversation" with consumers to build trust beyond the buzz associated with viral marketing and typical Internet campaigns. Students will analyze the market reach of popular online communities and tools, the legal and ethical implications, and the potential impact/integration of a multi-point communications strategy into the overall retail operation and marketing mix.