Intended for mainstream businesses that want to get results from social media networking and marketing but have been frustrated by the obstacles, namely, the lack of a basic method or structure (and a practical step-by-step approach) for converting relevant social qualities into profitable outco
Table of Contents
Preface vii
Introduction 1
PART ONE ATTRACTION: YOUR ESSENTIAL CONTENT MARKETING STRATEGY
Chapter 1 How the Social Web Works 11
Chapter 2 Designing Your Business Around Social 31
Chapter 3 Every Business Is Now a Media Company 51
PART TWO ENGAGEMENT: SOCIAL NETWORKING AND MARKETING
Chapter 4 Communities Are the New Markets 75
Chapter 5 Meet Your New Business Partners 95
Chapter 6 Business Is Now Personal 113
PART THREE CONVERSION: TRANSFORMING TRUST INTO NEW BUSINESS
Chapter 7 Social and Local Are Built-In Mobile 131
Chapter 8 Creating Digital Marketing Assets 153
Chapter 9 Relationship Selling in the Trust Economy 171
Chapter 10
Avoiding the Race to the Bottom 189
Appendix 195
Acknowledgments 199
Index 201
