 Hi, Tim McMahon Associate Professor of Practice in the Hydro College of Business at Creighton University. I adopted Eric's book because it actually does a better job of anything I've seen to date to explain the competitive challenges in today's marketplace, in particular managing public opinion and dealing with public relations in general. I asked students to read chapter three in particular, stacks, automations and funnels, and tell me that it did not in some way affect their understanding of how digital and social works. They're all digital natives. What they really need to understand is the mechanics and the realities of how we make this work to our benefit. Eric does a marvelous job. I urge you to adopt it for your classes. It has stimulated discussion and stimulated a true interest in learning more about the way the world works today.