MARC Record from Library of Congress

LEADER: 02014cam a2200241 a 4500
001 2008055225
003 DLC
005 20090726082159.0
008 090108s2009 nju b 001 0 eng
010 $a 2008055225
020 $a9780470410974 (cloth : acid-free paper)
040 $aDLC$cDLC$dDLC
050 00 $aHF5415.1265$b.W43 2009
082 00 $a658.8/72$222
100 1 $aWeber, Larry.
245 10 $aMarketing to the social web :$bhow digital customer communities build your business /$cLarry Weber.
250 $a2nd ed.
260 $aHoboken, NJ :$bJohn Wiley & Sons,$cc2009.
300 $axvii, 246 p. ;$c24 cm.
504 $aIncludes bibliographical references (p. 231-238) and index.
505 0 $aThe 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).
650 0 $aInternet marketing.
650 0 $aOnline social networks.