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Marketing to the Social Web: How Digital Customer Communities Build Your Business
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Product Description

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.

Customer Reviews:

  • Another marketing book that explains a new approach when promoting something and using the new social media.

    I just finished writing a book review for The New Influencers by Paul Gillin (ISBN: 1884956653). I mention this because I think the instant book is one that should be read along with Gillin's book. Both books are great! And both books are about marketing, the new social media, and how to use the Web effectively to promote yourself, your business, or whatever.

    Marketing to the Social Web can include one or all of the following: (1) reputation aggregators, (2) blogs, (3) e-communities, and (4) social networks. This book explains each and how they can help you in your marketing efforts. I personally like blogs and social networks the best. They are easier and cheaper to create than the other two. E-communities can cost a bunch to create, monitor, and maintain. And reputation aggregators are search engines and directories. Not something that I'm interested in creating.

    My favorite chapters were 1-3 and 12-16. I found chapter 4 to be kind of the odd-ball out in the book. Maybe it was necessary? Maybe not? And I thought chapters 5-11 were wonderful and added much content to the book. But they did not set my world on fire. Maybe they should have been saved as the final seven chapters?

    I highly recommend this book to those who want to move away from straight traditional marketing and into new media marketing. 5 stars!...more info
  • A must read for beginners and traditional marketers alike!!
    This is the first book on social media that I had the opportunity to read and I must tell you it was an absolute pleasure. I read each and every word with relish.
    The author (Larry Weber) has a great way of putting his thoughts across and it shows that he has done a lot of research both inside the marketing community and outside it. A book replete with relevant examples, it has a basic message: Just do it! It explains how to work with social media networks rather than just ponder over. It changed my mindset that one can learn social media just by going through a textbook. The saying `Learning by doing' was never more apt for a subject.
    It explains that social media is only a tool to help you reach new customers, communicate with customers, and build a good relationship with customers. If you don't have a clear picture about customers, social media won't help you. Weber points out that communication through social media is very different from that of traditional marketing. It's a different communication style. Customers are demanding to be more engaged with the companies that affect their lives and they want to be asked and be involved.
    Weber puts in a lot of real industry examples to explain the various advantages and pitfalls of doing marketing through Web2.0. For example he explained why the CEO of Whole Foods was wrong in using an alias and not his real name to post notes on an online message board related to the company performance. This touched off quite a controversy which led to the CEO reverting to his original names while making online comments. It shows transparency is critical if you want customers and stakeholders to trust you and engage in a dialogue with you.
    This book is divided into three parts: 1) Introduction to the social web; 2) Ways to build your own customer community on the social web (explains in 7 lucid steps); 3) How to best implement strategies. In fact due to the huge popularity of the book Weber had to come up with a second edition within a year and half.
    I highly recommend this book for beginners and marketing professionals alike, which should greatly benefit from the treasures concealed in this book.
    ...more info
  • Bleeding Edge of Internet Marketing
    This book goes into detail about the possibilities behind marketing to the social web. It's more about how to interact with your customers and the social ties that bind them to determine the next steps in marketing and product development. It's also a good way to attract and interact with them in a more personal way than every done before in traditional marketing. The book is full of examples and case studies with usable techniques even for smaller companies who might not have as much to invest....more info
  • A must-read for marketers
    Larry Weber lives five years in the future, so if you want to know where marketing is going, ask him. This book is about how businesses will market after they finally concede that they've lost control of the message. Once you come to grips with the fact that customers are dictating the terms of engagement, you can have wonderfully rich conversations with them that lead to meaningful relationships. Stop spewing and start conversing. Larry Weber tells you how. This book is forceful, opinionated, passionate and very relevant to the challenges and opportunities that face marketers in the coming years....more info
    Marketing to the Social Web is the best book on using social media for marketing and customer relations which I have read to date. For every business person who sells services and manages client relations, this is a crucial work to use for launching into the web and laying the groundwork for success in an increasingly online business environment!...more info