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Marketing to the social web : how digital customer communities build your business / Larry Weber

Author
Weber, Larry
Published
Hoboken, N.J. : John Wiley & Sons, [2009]
Copyright Date
©2009
Edition
2nd ed.
Physical Description
1 online resource (xviii, 246 pages)
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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. In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future"--Resource description page.
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Genre(s)
ISBN
9781118258125 (electronic bk.)
1118258126 (electronic bk.)
9780470440292 (electronic bk.)
0470440295 (electronic bk.)
9780470440315 (electronic bk. ; Adobe Digital Editions)
0470440317 (electronic bk. ; Adobe Digital Editions)
9780470440308 (electronic bk. ; Mobipocket Reader)
0470440309 (electronic bk. ; Mobipocket Reader)
0470410973
9780470410974
Digital File Characteristics
data file
Bibliography Note
Includes bibliographical references (pages 231-238) and index.
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