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

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9780470410974: Marketing to the Social Web: How Digital Customer Communities Build Your Business
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An updated and expanded Second Edition of the popularguide to social media for the business community

Marketers must look to the Web for new ways of findingcustomers and communicating with them, rather than atthem. From Facebook and YouTube to blogs and Twitter-ing,social media on the Internet is the most promising new way to reachcustomers. Marketing to the Social Web, Second Edition helpsmarketers and their companies understand how to engagecustomers, build customer communities, and maximize profits in atime of marketing confusion. Author and social media guru LarryWeber describes newly available tools and platforms, and shows youhow to apply them to see immediate results and growth.

Rather than broadcast messages to audiences, savvy marketersshould encourage participation in social networks to which peoplewant to belong, where dialogue with customers, and betweencustomers, can flourish. in Networking sites like MySpace,Facebook, and even Flickr are the perfect forums for this dialog;this book shows you how to tap into this new media.

In addition to the tools and tactics that made Marketing tothe Social Web a critical hit among marketers, this secondedition includes three entirely new chapters that cover recentchanges in the field. These new chapters describe how Facebook willmonetize its business and one day surpass Google; how companies canmeasure the influence and effectiveness of their social mediacampaigns; and how marketing to mobile social media will grow intoan effective practice in the near future.

Marketing must reach out into new forms, media, and models.Marketing to the Social Web, Second Edition presents anexceptional opportunity to use these new tools and models to reachnew markets, even in today's fragmented media environment.

Larry Weber has spent the last three decades buildingglobal communications companies, including Weber ShandwickWorldwide and the W2 Group. He is also the founder and Chairman ofthe Massachusetts Innovation and Technology Exchange, thenation’s largest interactive advocate association.

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From the Back Cover:

Praise for the First Edition of MARKETING TO THE SOCIAL WEB:

"We've been liberated! Communicating with existing and potentialcustomers used to mean one-way broadcasts of your company's productmessages—'buy buy buy' we all said. But Marketing to theSocial Web enables smart marketers to communicate in a muchbetter way: by creating compelling content that people actuallywant to consume and interact with. Larry Weber knows hisstuff—he's been part of this revolution from thebeginning."
—David Meerman Scott, bestselling author of The New Rulesof Marketing and PR

"I was pleased to read a book that actually suggests how to dosomething with social networks, instead of just ponder them.Larry's pragmatic and useful recommendations will help brandbuilders manage the complexity of social interaction in a digitalage."
—David Kenny, Chairman and CEO, Digitas, Inc.

"Consumers are using technology to grab power from companies,the media, and the government. Marketing to the Social Websuccinctly outlines the revised rules of engagement."
—George F. Colony, CEO, Forrester Research, Inc.

"Most marketers are fascinated by, yet apprehensive of the newpower of customers as they organize on the social Web. Larry Weberwalks you through the mindset, strategies, and tools needed tosucceed in this new environment."
—Charlene Li, coauthor of Groundswell

"Weber provides a simple and effective road map of the newcustomer information highway. Marketing to the Social Web isa valuable tool that will give everyone the confidence and know-howto compete in this fast-growing marketplace of ideas andconversation."
—Steve Harris, Vice President, Global Communications, GeneralMotors Corporation

"As all lines and boundaries are washed away by the Web, Weberdescribes how to become part of the sea versus the sand."
—Nicholas Negroponte, Chairman, One Laptop Per Child

About the Author:

Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation's largest interactive advocate association.

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Book Description John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Condition: New. 2nd Revised edition. Language: English . Brand New Book. 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. 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. Rather 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 MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media. In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future. Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today s fragmented media environment. Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation s largest interactive advocate association. Seller Inventory # AAH9780470410974

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Book Description John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Condition: New. 2nd Edition. Language: English. Brand new Book. 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. 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. Rather 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 MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media.In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future. Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment. Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation's largest interactive advocate association. Seller Inventory # AAH9780470410974

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Book Description John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Condition: New. 2nd Edition. Language: English. Brand new Book. 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. 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. Rather 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 MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media.In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future. Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment. Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation's largest interactive advocate association. Seller Inventory # BTE9780470410974

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Book Description John Wiley and Sons Ltd, 2009. Condition: New. The first edition of Marketing to the Social Web has become one of the strongest titles in the market place on the hot topic of social media. Three new chapters, and additional updates to this second edition will enable the book to stay relevant and compete with the growing number of business books on social media and marketing. Num Pages: 272 pages. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 230 x 160 x 25. Weight in Grams: 462. . 2009. 2nd Edition. Hardcover. . . . . . Seller Inventory # V9780470410974

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