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Marketing to the Social Web : How Digital Customer Communities Build Your Business.

Author: Larry Weber
Publisher: Chichester : Wiley, 2009.
Edition/Format:   eBook : Document : English : 2nd edView all editions and formats
Summary:
An updated and expanded Second Edition of the popular guide to social media for the business community Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition helps marketers and their  Read more...
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Details

Genre/Form: Electronic books
Material Type: Document
Document Type: Book, Computer File
All Authors / Contributors: Larry Weber
ISBN: 0470410973 9780470410974
OCLC Number: 990764066
Language Note: English.
Notes: NOTESINDEX.
Description: 1 online resource (267 pages)
Contents: MARKETING TO THE SOCIAL WEB: How Digital Customer Communitites Build Your Business; CONTENTS; FOREWORD; PREFACE; ACKNOWLEDGMENTS; PART I: Pandemonium: The Landscape of the Social Web; CHAPTER 1: The Web Is Not a Channel; CHAPTER 2: Community and Content: The Marketer's New Job; CHAPTER 3: Making the Transition to the Social Web; CHAPTER 4: How to Let Customers Say What they Really Think; PART II: Seven Steps to Build Your Own Customer Community; CHAPTER 5: Step One: Observe and Create a Customer Map; CHAPTER 6: Step Two: Recruit Community Members. CHAPTER 7: Step Three: Evaluate Online Conduit StrategiesCHAPTER 8: Step Four: Engage Communities in Conversation; CHAPTER 9: Step Five: Measure Involvement with New Tools, Techniques; CHAPTER 10: Step Six: Promote Your Community to the World; CHAPTER 11: Step Seven: Improve the Community's Benefits; PART III: Making Use of the Four Online Conduit Strategies; CHAPTER 12: The Reputation Aggregator Strategy; CHAPTER 13: The Blog Strategy; CHAPTER 14: The E-Community Strategy; CHAPTER 15: The Social Networks Strategy; CHAPTER 16: Does Facebook Matter?; CHAPTER 17: Living and Working in Web 4.0.
Other Titles: Marketing to the Social Web: How Digital Customer Communities Build Your Business, 2nd Edition

Abstract:

An updated and expanded Second Edition of the popular guide to social media for the business community Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. 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.

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