Over the last few years, the use of online social networks has
increased exponentially, and some of these "virtual communities"
are among the most visited sites on the Internet. With this boom in
popularity has also come a rise in the need for marketing within
these spaces, and very little academic literature exists on how to
best utilize this new and budding arena for advertising ventures.
Traditional business approaches to marketing are no longer
adequate, as online environments have completely radicalized the
advertising landscape. This book, therefore, provides a new metric
of success for social network marketing, supplemental to the more
traditional cost analysis that most marketing developers currently
use. Three separate, distinctly different instances of marketing
within virtual communities are analyzed rhetorically, derived from
Bitzer's concept of the "rhetorical situation," among other ideas.
The analysis should help shed some light on this new and exciting
advertising environment, and should be especially useful to
professionals in Communications and Marketing fields, or anyone
else who may be considering utilizing online communities for
marketing efforts.
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