MARC Record from Library of Congress

LEADER: 01911nam a22002418a 4500
001 2007007064
003 DLC
005 20070228135501.0
008 070220s2007 nju 001 0 eng
010 $a 2007007064
020 $a9780470124178 (cloth)
040 $aDLC$cDLC
050 00 $aHF5415.1265$b.W43 2007
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.
260 $aHoboken, N.J. :$bJohn Wiley & Sons,$c2007.
263 $a0706
300 $ap. cm.
500 $aIncludes 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 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).
650 0 $aInternet marketing.
650 0 $aSocial networks$xComputer network resources.