{"product_id":"marketing-to-the-social-web-9780470410974","title":"Marketing to the Social Web","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eAn updated and expanded \u003ci\u003eSecond Edition\u003c\/i\u003e of the popular guide to social media for the business community\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eMarketers must look to the Web for new ways of finding customers and communicating \u003ci\u003ewith\u003c\/i\u003e them, rather than \u003ci\u003eat\u003c\/i\u003e them. From Facebook and YouTube to blogs and \u003ci\u003eTwitter-ing\u003c\/i\u003e, social media on the Internet is the most promising new way to reach customers. \u003ci\u003eMarketing to the Social Web, Second Edition\u003c\/i\u003e helps marketers and their companies understand\u003c\/b\u003e how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth.\u003c\/p\u003e \u003cp\u003eRather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eForeword \u003ci\u003eJimmy Wales\u003c\/i\u003e ix\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Pandemonium: The Landscape of the Social Web\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 The Web Is Not a Channel (And You’re an Aggregator, Not a Broadcaster) 3\u003c\/p\u003e \u003cp\u003eChapter 2 Community and Content: The Marketer’s New Job (Or How to Cut Your Marketing Budget and Reach More People) 19\u003c\/p\u003e \u003cp\u003eChapter 3 Making the Transition to the Social Web (First Change Your Mindset) 33\u003c\/p\u003e \u003cp\u003eChapter 4 How to Let Customers Say What They Really Think (And Keep Your Job) 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Seven Steps to Build Your Own Customer Community\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Step One: Observe and Create a Customer Map (Otherwise You Can’t Get There from Here) 65\u003c\/p\u003e \u003cp\u003eChapter 6 Step Two: Recruit Community Members (With a New Toolbox and Your Own Marketing Skills) 77\u003c\/p\u003e \u003cp\u003eChapter 7 Step Three: Evaluate Online Conduit Strategies (And Don’t Forget Search) 89\u003c\/p\u003e \u003cp\u003eChapter 8 Step Four: Engage Communities in Conversation (To Generate Word of Mouse) 97\u003c\/p\u003e \u003cp\u003eChapter 9 Step Five: Measure Involvement With New Tools, Techniques (To Keep the Cutting Edge Sharp) 113\u003c\/p\u003e \u003cp\u003eChapter 10 Step Six: Promote Your Community to the World (Get ’Em Talking and Clicking) 127\u003c\/p\u003e \u003cp\u003eChapter 11 Step Seven: Improve the Community’s Benefits (Don’t Just Set It and Forget It) 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Making Use of the Four Online Conduit Strategies\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 The Reputation Aggregator Strategy (We’re Number One!) 155\u003c\/p\u003e \u003cp\u003eChapter 13 The Blog Strategy (Everybody’s Talking at Me) 167\u003c\/p\u003e \u003cp\u003eChapter 14 The E-Community Strategy (Go to Their Party or Throw Your Own) 183\u003c\/p\u003e \u003cp\u003eChapter 15 The Social Networks Strategy (Connecting with a Click) 193\u003c\/p\u003e \u003cp\u003eChapter 16 Does Facebook Matter? (To Marketers?) 207\u003c\/p\u003e \u003cp\u003eChapter 17 Living and Working in Web 4.0 (It’s Right Around the Corner) 219\u003c\/p\u003e \u003cp\u003eNotes 231\u003c\/p\u003e \u003cp\u003eIndex 239\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402327892311,"sku":"9780470410974","price":16.14,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/marketing-to-the-social-web-9780470410974","provider":"Book Curl","version":"1.0","type":"link"}