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Marketing to the Social Web: How Digital Customer Communities Build Your Business [Hardcover]

Larry Weber
4.0 out of 5 stars  See all reviews (6 customer reviews)
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Book Description

20 Mar 2009
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.

Frequently Bought Together

Marketing to the Social Web: How Digital Customer Communities Build Your Business + The Social Media Marketing Book
Price For Both: £28.03

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  • The Social Media Marketing Book £12.87


Product details

  • Hardcover: 272 pages
  • Publisher: John Wiley & Sons; 2nd Edition edition (20 Mar 2009)
  • Language: English
  • ISBN-10: 0470410973
  • ISBN-13: 978-0470410974
  • Product Dimensions: 23 x 15 x 2 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 483,886 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

"…outstanding book…an intelligent, accessible guide to a new world." (The Marketer; Chartered Institute of Marketing, October 2007)


"…outstanding book…an intelligent, accessible guide to a new world." (The Marketer; Chartered Institute of Marketing, October 2007)

"...provides new ways to find and communicate with customers, rather than at them." (LRP, October 2008) --This text refers to an alternate Hardcover edition.

From the Inside Flap

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. 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 explain 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.

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Most Helpful Customer Reviews
9 of 9 people found the following review helpful
5.0 out of 5 stars Marketing guide for online communities 9 Dec 2008
By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
At first glance, this is yet another cover of a familiar tune: Get online because it is the next big thing! Hurry, hurry! However, within a few pages author Larry Weber introduces the one thing missing from most of these refrains: hard data. He provides statistics that document precisely how the marketing landscape is changing, then goes on to analyze what this information means for business. Almost as refreshing, Weber is careful to point out where information does not exist, often calling for new metrics or a software tool that will give statistical substance to the visceral understanding of Web-savvy marketers. Weber reviews case studies that demonstrate approaches that have worked, as well as some glorious and instructive failures. He builds on these to develop a set of principles and tactics readers can use to develop a realistic strategy for online marketing. getAbstract recommends his book to established businesses that wish to get into online marketing and to all would-be Internet entrepreneurs.
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10 of 11 people found the following review helpful
5.0 out of 5 stars Does what it says on the tin 11 Aug 2008
By Mr. G. Carroll VINE VOICE
Format:Hardcover
Many of the leading books like The Cluetrain Manifesto have a tone and viewpoint that is at best preachy towards marketers and at worst downright hostile. Marketing and the libertarian belief system at the centre of the web community from the EFF to the blogosphere seem to be diametrically opposed. Its kind of like that Bill Hicks sketch that starts off `marketers kill themselves'.

Marketing to the Social Web - How digital customer communities build your business by Larry Weber is less of a lecture berating marketers and more like a discussion over beer and pretzels. Weber contextualises the online environment and explains where marketers should get involved, including strategies for successful participation. The book is written in an accessible manner and made excellent reading on the tube.
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2 of 2 people found the following review helpful
Format:Hardcover
This is a must read book for anybody doing or considering to do business on the internet.If there is one book you buy it has to this book. This is a must for all those in media who do not fully understand what marketing on the Internet is.The key to this book is it gives you a insight and understanding of the net citzen/net consumer.If you want to fully exploit the internet to achieve your bottom line objectives do yourself a favour and read this book- it opens a world of endless opportunities as well act as a guide line to any future projects.
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