MARC Record from Library of Congress

LEADER: 02454cam a2200325 a 4500
001 2007007064
003 DLC
005 20090116074634.0
008 070220s2007 nju b 001 0 eng
010 $a 2007007064
015 $aGBA730581$2bnb
016 7 $a013730548$2Uk
020 $a9780470124178 (cloth)
020 $a0470124172 (cloth)
035 $a(OCoLC)ocm85622979
035 $a(OCoLC)85622979
040 $aDLC$cDLC$dBAKER$dBTCTA$dUKM$dC#P$dYDXCP$dDLC
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,$cc2007.
300 $aix, 230 p. ;$c24 cm.
504 $aIncludes bibliographical references (p. 217-222) 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 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).
650 0 $aInternet marketing.
650 0 $aOnline social networks.
856 41 $3Table of contents only$uhttp://www.loc.gov/catdir/toc/ecip0711/2007007064.html
856 42 $3Contributor biographical information$uhttp://www.loc.gov/catdir/enhancements/fy0741/2007007064-b.html
856 42 $3Publisher description$uhttp://www.loc.gov/catdir/enhancements/fy0741/2007007064-d.html