| Description |
xviii, 246 pages ; 24 cm |
| Contents |
The web is not a channel (and you're an aggregator, not a broadcaster) -- Community and content : the marketer's new job (or how to cut your marketing budget and reach more people) -- Making the transition to the social web (first change your mindset) -- How to let customers say what they really think (and keep your job) -- Step one: observe and create a customer map (otherwise you can't get there from here) -- Step two: recruit community members (with a new toolbox and your own marketing skills) -- Step three: evaluate online conduit strategies (and don't forget search) -- Step four: engage communities in conversation (to generate word of mouse) -- Step five: measure involvement with new tools, techniques (to keep the cutting edge sharp) -- Step six: promote your community to the world (get 'em talking and clicking) -- Step seven: improve the community's benefits (don't just set it and forget it) -- The reputation aggregator strategy (we're number one!) -- The blog strategy (everybody's talking at me) -- The e-community strategy (go to their party or throw your own) -- The social networks strategy (connecting with a click) -- Does facebook matter? (to marketers?) -- Living and working in web 4.0 (it's right around the corner) |
| Summary |
"Marketing to the Social Web, Second Edition helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth." "Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment."--BOOK JACKET |
| Notes |
Previous ed.: 2007 |
| Bibliography |
Includes bibliographical references (pages 231-238) and index |
| Subject |
Internet marketing.
|
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Online social networks.
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| LC no. |
2008055225 |
| ISBN |
9780470410974 cloth acidfree paper |
|
0470410973 cloth acid-free paper |
|
