Marketing to the social web
Subtitle: how digital customer communities build your business
By: Larry Weber.
Publisher: John Wiley & Sons
Published: 2007
Place of publication: Hoboken, N.J
Language: eng
Number of pages: 230
ISBN-13: 9780470124178
Subjects: Internet marketing; Social networks -- Computer network resources
Notes: Includes index.
Table of contents: title: The web is not a channel (and you're an aggregator, not a broadcaster); title: Community and content : the marketer's new job (or how to cut your marketing budget and reach more people); title: Making the transition to the social web (first change your mindset); title: How to let customers say what they really think (and keep your job); title: Step one : observe and create a customer map (otherwise you can't get there from here); title: Step two: recruit community members (with a new toolbox and your own marketing skills); title: Step three : evaluate online conduit strategies (and don't forget search); title: Step four : engage communities in conversation (to generate word of mouse); title: Step five : measure the community's involvement (who, what, where, when, why, and how); title: Step six : promote your community to the world (get 'em talking and clicking); title: Step seven : improve the community's benefits (don't just set it and forget it); title: The reputation aggregator strategy (we're number one!); title: The blog strategy (everybody's talking at me); title: The e-community strategy (go to their party or throw your own); title: The social networks strategy (connecting with a click); title: Living and working in web 4.0 (it's right around the corner).