An updated and expanded "Second Edition" of the popular guide to
social media for the business community
Marketers must look to the Web for new ways of finding customers
and communicating "with" them, rather than "at" them. From Facebook
and YouTube to blogs and "Twitter-ing," social media on the
Internet is the most promising new way to reach customers.
"Marketing to the Social Web, Second Edition" helps marketers and
their companies understand how to engage customers, build customer
communities, and maximize profits in a time of marketing confusion.
Author and social media guru Larry Weber describes newly available
tools and platforms, and shows you how to apply them to see
immediate results and growth.
Rather than broadcast messages to audiences, savvy marketers
should encourage participation in social networks to which people
want to belong, where dialogue with customers, and between
customers, can flourish. in Networking sites like MySpace,
Facebook, and even Flickr are the perfect forums for this dialog;
this book shows you how to tap into this new media.
In addition to the tools and tactics that made "Marketing to the
Social Web" a critical hit among marketers, this second edition
includes three entirely new chapters that cover recent changes in
the field. These new chapters describe how Facebook will monetize
its business and one day surpass Google; how companies can measure
the influence and effectiveness of their social media campaigns;
and how marketing to mobile social media will grow into an
effective practice in the near future.
Marketing must reach out into new forms, media, and models.
"Marketing to the Social Web, Second Edition" presents an
exceptional opportunity to use these new tools and models to reach
new markets, even in today's fragmented media environment.
Larry Weber has spent the last three decades building global
communications companies, including Weber Shandwick Worldwide and
the W2 Group. He is also the founder and Chairman of the
Massachusetts Innovation and Technology Exchange, the nation's
largest interactive advocate association.
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