Exploring how and why online forums such as Facebook, Twitter, and
blogs have gained such popularity--and credibility--with consumers,
this practical guide offers proven strategies for organizations to
leverage these new internet-based social media outlets. The
differences between traditional and new media are explored, as are
simple ways business owners and marketers can use these new
resources to communicate with their customers. Practical tips on
gaining the attention of and interacting with influential bloggers,
the pros and cons of creating a company blog, guerilla marketing on
the internet, and restructuring marketing expectations are also
discussed.
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