Marketing to the social web : how digital customer communities build your business / Larry Weber.

Author/creator Weber, Larry
Format Book
Publication InfoHoboken, N.J. : John Wiley & Sons, ©2007.
Descriptionix, 230 pages ; 24 cm
Supplemental ContentTable of contents only
Supplemental ContentContributor biographical information
Supplemental ContentPublisher description
Subjects
Internet marketing.
Online social networks.

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 marketing 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 the community's involvement (who, what, where, when, why, and how) -- 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) -- Living and working in Web 4.0 (it's right around the corner).
Bibliography noteIncludes bibliographical references (p. 217-222) and index.
LCCN 2007007064
ISBN9780470124178 (cloth)
ISBN0470124172 (cloth)

Availability

Library Location Call Number Status Item Actions
Joyner General Stacks HF5415.1265 .W43 2007 ✔ Available Place Hold