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

Author
Weber, Larry.
Title
Marketing to the social web : how digital customer communities build your business / Larry Weber.
Format
Book
Edition
2nd ed.
Published
Hoboken, NJ : John Wiley & Sons, c2009.
Description
xvii, 246 p. ; 24 cm.
Notes
Includes bibliographical references (p. 231-238) and index.
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).
Subject headings
Internet marketing.
Online social networks.
ISBN
9780470410974 (cloth : acid-free paper)
0470410973 (cloth : acid-free paper)

Holdings

Library
Blmgtn - Business/SPEA Information Commons
Call Number
HF5415.1265 .W43 2009
Location
Stacks
text this call number
Library
Indpls - IUPUI University Library
Call Number
HF5415.1265 .W43 2009
Location
Stacks
text this call number