{"product_id":"marketing-to-the-social-web-how-digital-customer-communities-build-your-business-hardback-9780470410974","title":"Marketing to the Social Web; How Digital Customer Communities Build Your Business (Hardback) 9780470410974","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing to the Social Web\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow Digital Customer Communities Build Your Business\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eLarry Weber (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470410974, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 20 March 2009\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e272 pages, Tables: 2 B\u0026amp;W, 0 Color\u003cbr\u003e23.1 x 15.5 x 3 cm, 0.454 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eAn updated and expanded \u003ci\u003eSecond Edition\u003c\/i\u003e of the popular guide to social media for the business community\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eMarketers must look to the Web for new ways of finding customers and communicating \u003ci\u003ewith\u003c\/i\u003e them, rather than \u003ci\u003eat\u003c\/i\u003e them. From Facebook and YouTube to blogs and \u003ci\u003eTwitter-ing\u003c\/i\u003e, social media on the Internet is the most promising new way to reach customers. \u003ci\u003eMarketing to the Social Web, Second Edition\u003c\/i\u003e helps marketers and their companies understand\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003eRather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media.\u003c\/p\u003e \u003cp\u003eIn addition to the tools and tactics that made \u003ci\u003eMarketing to the Social Web\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eMarketing must reach out into new forms, media, and models. \u003ci\u003eMarketing to the Social Web, Second Edition\u003c\/i\u003e presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eLarry Weber\u003c\/b\u003e has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation’s largest interactive advocate association.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword \u003ci\u003eJimmy Wales\u003c\/i\u003e ix\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Pandemonium: The Landscape of the Social Web\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 The Web Is Not a Channel (And You’re an Aggregator, Not a Broadcaster) 3\u003c\/p\u003e \u003cp\u003eChapter 2 Community and Content: The Marketer’s New Job (Or How to Cut Your Marketing Budget and Reach More People) 19\u003c\/p\u003e \u003cp\u003eChapter 3 Making the Transition to the Social Web (First Change Your Mindset) 33\u003c\/p\u003e \u003cp\u003eChapter 4 How to Let Customers Say What They Really Think (And Keep Your Job) 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Seven Steps to Build Your Own Customer Community\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Step One: Observe and Create a Customer Map (Otherwise You Can’t Get There from Here) 65\u003c\/p\u003e \u003cp\u003eChapter 6 Step Two: Recruit Community Members (With a New Toolbox and Your Own Marketing Skills) 77\u003c\/p\u003e \u003cp\u003eChapter 7 Step Three: Evaluate Online Conduit Strategies (And Don’t Forget Search) 89\u003c\/p\u003e \u003cp\u003eChapter 8 Step Four: Engage Communities in Conversation (To Generate Word of Mouse) 97\u003c\/p\u003e \u003cp\u003eChapter 9 Step Five: Measure Involvement With New Tools, Techniques (To Keep the Cutting Edge Sharp) 113\u003c\/p\u003e \u003cp\u003eChapter 10 Step Six: Promote Your Community to the World (Get ’Em Talking and Clicking) 127\u003c\/p\u003e \u003cp\u003eChapter 11 Step Seven: Improve the Community’s Benefits (Don’t Just Set It and Forget It) 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Making Use of the Four Online Conduit Strategies\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 The Reputation Aggregator Strategy (We’re Number One!) 155\u003c\/p\u003e \u003cp\u003eChapter 13 The Blog Strategy (Everybody’s Talking at Me) 167\u003c\/p\u003e \u003cp\u003eChapter 14 The E-Community Strategy (Go to Their Party or Throw Your Own) 183\u003c\/p\u003e \u003cp\u003eChapter 15 The Social Networks Strategy (Connecting with a Click) 193\u003c\/p\u003e \u003cp\u003eChapter 16 Does Facebook Matter? (To Marketers?) 207\u003c\/p\u003e \u003cp\u003eChapter 17 Living and Working in Web 4.0 (It’s Right Around the Corner) 219\u003c\/p\u003e \u003cp\u003eNotes 231\u003c\/p\u003e \u003cp\u003eIndex 239\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52276238942488,"sku":"9780470410974","price":16.89,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470410974_168980.jpg?v=1781365553","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/marketing-to-the-social-web-how-digital-customer-communities-build-your-business-hardback-9780470410974","provider":"Freshly Printed Books","version":"1.0","type":"link"}