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

Author: Larry Weber
Publisher: Hoboken, NJ : John Wiley & Sons, ©2009.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:
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.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Larry Weber
ISBN: 9780470410974 0470410973
OCLC Number: 244060887
Description: xvii, 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).
Responsibility: Larry Weber.

Abstract:

The first edition of Marketing to the Social Web has become one of the strongest titles in the market place on the hot topic of social media. Three new chapters, and additional updates to this  Read more...

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Primary Entity<\/h3>\n
<http:\/\/www.worldcat.org\/oclc\/244060887<\/a>> # Marketing to the social web : how digital customer communities build your business<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Book<\/a>, schema:CreativeWork<\/a> ;\u00A0\u00A0\u00A0\nlibrary:oclcnum<\/a> \"244060887<\/span>\" ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/id.loc.gov\/vocabulary\/countries\/nju<\/a>> ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Place\/hoboken_nj<\/a>> ; # Hoboken, NJ<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/e_commerce<\/a>> ; # E-commerce<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/soziales_netzwerk<\/a>> ; # Soziales Netzwerk<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/social_media<\/a>> ; # Social Media<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/sociale_netwerken<\/a>> ; # Sociale netwerken<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/marketing<\/a>> ; # Marketing<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/dewey.info\/class\/658.872\/e22\/<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/web_2_0<\/a>> ; # Web 2.0<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/online_werbung<\/a>> ; # Online-Werbung<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/kundenmanagement<\/a>> ; # Kundenmanagement<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/world_wide_web_2_0<\/a>> ; # World Wide Web 2.0<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/online_social_networks<\/a>> ; # Online social networks<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/id.worldcat.org\/fast\/977272<\/a>> ; # Internet marketing<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/social_software<\/a>> ; # Social Software<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/internet_marketing<\/a>> ; # Internet marketing<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/internet<\/a>> ; # Internet<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/virtuele_gemeenschappen<\/a>> ; # Virtuele gemeenschappen<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/world_wide_web<\/a>> ; # World Wide Web<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/id.worldcat.org\/fast\/1741311<\/a>> ; # Online social networks<\/span>\n\u00A0\u00A0\u00A0\nschema:bookEdition<\/a> \"2nd ed.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:bookFormat<\/a> bgn:PrintBook<\/a> ;\u00A0\u00A0\u00A0\nschema:copyrightYear<\/a> \"2009<\/span>\" ;\u00A0\u00A0\u00A0\nschema:creator<\/a> <http:\/\/viaf.org\/viaf\/101595592<\/a>> ; # Larry Weber<\/span>\n\u00A0\u00A0\u00A0\nschema:datePublished<\/a> \"2009<\/span>\" ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"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).<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"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.<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:exampleOfWork<\/a> <http:\/\/worldcat.org\/entity\/work\/id\/478555875<\/a>> ;\u00A0\u00A0\u00A0\nschema:inLanguage<\/a> \"en<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing to the social web : how digital customer communities build your business<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:productID<\/a> \"244060887<\/span>\" ;\u00A0\u00A0\u00A0\nschema:publication<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/244060887#PublicationEvent\/hoboken_nj_john_wiley_&_sons_2009<\/a>> ;\u00A0\u00A0\u00A0\nschema:publisher<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Agent\/john_wiley_&_sons<\/a>> ; # John Wiley & Sons<\/span>\n\u00A0\u00A0\u00A0\nschema:url<\/a> <http:\/\/www.gbv.de\/dms\/zbw\/585834865.pdf<\/a>> ;\u00A0\u00A0\u00A0\nschema:workExample<\/a> <http:\/\/worldcat.org\/isbn\/9780470410974<\/a>> ;\u00A0\u00A0\u00A0\numbel:isLike<\/a> <http:\/\/bnb.data.bl.uk\/id\/resource\/GBA8D1035<\/a>> ;\u00A0\u00A0\u00A0\nwdrs:describedby<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/244060887<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

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<http:\/\/dewey.info\/class\/658.872\/e22\/<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Agent\/john_wiley_&_sons<\/a>> # John Wiley & Sons<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:Agent<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"John Wiley & Sons<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Place\/hoboken_nj<\/a>> # Hoboken, NJ<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Hoboken, NJ<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/e_commerce<\/a>> # E-commerce<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"E-commerce<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/internet<\/a>> # Internet<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Internet<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/internet_marketing<\/a>> # Internet marketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Internet marketing<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/kundenmanagement<\/a>> # Kundenmanagement<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Kundenmanagement<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/marketing<\/a>> # Marketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/online_social_networks<\/a>> # Online social networks<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Online social networks<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/online_werbung<\/a>> # Online-Werbung<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Online-Werbung<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/social_media<\/a>> # Social Media<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Social Media<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/social_software<\/a>> # Social Software<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Social Software<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/sociale_netwerken<\/a>> # Sociale netwerken<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Sociale netwerken<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/soziales_netzwerk<\/a>> # Soziales Netzwerk<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Soziales Netzwerk<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/virtuele_gemeenschappen<\/a>> # Virtuele gemeenschappen<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Virtuele gemeenschappen<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/web_2_0<\/a>> # Web 2.0<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Web 2.0<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/world_wide_web<\/a>> # World Wide Web<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"World Wide Web<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"World wide web<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/478555875#Topic\/world_wide_web_2_0<\/a>> # World Wide Web 2.0<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"World Wide Web 2.0<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.loc.gov\/vocabulary\/countries\/nju<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\ndcterms:identifier<\/a> \"nju<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.worldcat.org\/fast\/1741311<\/a>> # Online social networks<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Online social networks<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.worldcat.org\/fast\/977272<\/a>> # Internet marketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Internet marketing<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/101595592<\/a>> # Larry Weber<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Weber<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Larry<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Larry Weber<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/worldcat.org\/isbn\/9780470410974<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:ProductModel<\/a> ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"0470410973<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"9780470410974<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/title\/-\/oclc\/244060887<\/a>>\u00A0\u00A0\u00A0\u00A0a \ngenont:InformationResource<\/a>, genont:ContentTypeGenericResource<\/a> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/www.worldcat.org\/oclc\/244060887<\/a>> ; # Marketing to the social web : how digital customer communities build your business<\/span>\n\u00A0\u00A0\u00A0\nschema:dateModified<\/a> \"2020-06-05<\/span>\" ;\u00A0\u00A0\u00A0\nvoid:inDataset<\/a> <http:\/\/purl.oclc.org\/dataset\/WorldCat<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n