Marketing to the social web
Subtitle: how digital customer communities build your business
By: Larry Weber.
Publisher: John Wiley & Sons
Published: 2009
Place of publication: Hoboken, NJ
Language: eng
Number of pages: 246
ISBN-13: 9780470410974
Subjects: Internet marketing; Online social networks
Description: This work helps marketers and their companies understand the context of marketing today, and prioritize what they need to do to build customer communities and maximize profit in a time of marketing confusion.
Notes: Includes bibliographical references and 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 involvement with new tools, techniques (to keep the cutting edge sharp); 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: Does facebook matter? (to marketers); title: Living and working in web 4.0 (it's right around the corner).