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Marketing to the Social Web
Larry Weber
How Digital Customer Communities Build Your Business
Wiley
July 2007
On Sale: June 22, 2007
230 pages
ISBN: 0470124172
EAN: 9780470124178
Hardcover
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Non-Fiction
The future of marketing is a two-way street, not a one-way
message. Marketers must look to the Web for new ways to find and
communicate with customers, rather than at them. From
MySpace and YouTube to blogs, social media on the Internet
is the most promising new way to reach customers. Marketing to the Social Web 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
readers how to apply them to see immediate results and growth. In order to use the Internet to its full marketing
potential, executives must open their minds to new
possibilities, embrace social change, and rethink best
practices. Rather than broadcast messages to audiences,
savvy marketers will participate in, organize, and encourage
social networks to which people want to belong, striking up
a dialog with and between customers. Networking sites like
MySpace, Facebook, and even Flickr are the perfect forums
for this new dialog; Marketing to the Social Web shows you
how to tap into it. Today, marketing is exploding with possibilities and
complexities as it reaches out into new forms, media, and
models. Marketing to the Social Web 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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