LEADER 03520nam 2200601 a 450 001 9910145952403321 005 20170815162701.0 010 $a1-282-11336-4 010 $a9786612113369 010 $a1-118-25812-6 010 $a0-470-44029-5 035 $a(CKB)1000000000719646 035 $a(EBL)427881 035 $a(OCoLC)323126794 035 $a(SSID)ssj0000198161 035 $a(PQKBManifestationID)11182927 035 $a(PQKBTitleCode)TC0000198161 035 $a(PQKBWorkID)10168518 035 $a(PQKB)10056914 035 $a(MiAaPQ)EBC427881 035 $a(CaSebORM)9780470410974 035 $a(EXLCZ)991000000000719646 100 $a20090108d2009 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aMarketing to the social web$b[electronic resource] $ehow digital customer communities build your business /$fLarry Weber 205 $a2nd ed. 210 $aHoboken, NJ $cJohn Wiley & Sons$dc2009 215 $a1 online resource (267 p.) 300 $aDescription based upon print version of record. 311 $a0-470-41097-3 320 $aIncludes bibliographical references (p. 231-238) and index. 327 $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 involvement with new tools, techniques (to keep the cutting edge sharp) -- 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) -- Does facebook matter? (to marketers) -- Living and working in web 4.0 (it's right around the corner). 330 $aAn 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 606 $aInternet marketing 606 $aOnline social networks 608 $aElectronic books. 615 0$aInternet marketing. 615 0$aOnline social networks. 676 $a658.8 676 $a658.8/72 676 $a658.872 700 $aWeber$b Larry$0916105 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910145952403321 996 $aMarketing to the social web$92064417 997 $aUNINA