Marketing to the social web : how digital customer communities build your business /
By: Weber, Larry
Material type: BookPublisher: Hoboken, NJ : Wiley, c2009.Edition: 2nd ed.Description: xviii, 246 p ; 24 cm.ISBN: 9780470410974 (cloth : acid-free paper); 0470410973Subject(s): Internet marketing | Online social networks | Internet marketing | Social networkingDDC classification: 658.8/72Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
REGULAR | University of Wollongong in Dubai Main Collection | 658.872 WE MA (Browse shelf) | Available | T0040642 |
Includes bibliographical references (p. 231-238) and index.
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).
Offers marketers an overview of the various types of social media available on the Internet, including blogs, Facebook, YouTube, and Twitter, and explains how those devices can be used to find and communicate with customers around the world.
Adult Follett Library Resources.