Tamar Weinberg

The New Community Rules

Marketing on the Social Web

• Broschiertes Buch

Produktbeschreibung

This book offers crucial advice and strategies for marketing products and services on today's social web, with case studies on what really works and what doesn't.

Social media, such as blogs and networking sites, have become an essential tool for businesses and individuals to market themselves and their products. The Social Media Marketing Manifesto gives beginning to intermediate web marketers a firm understanding of the technologies that exist for online promotion and how they can utilize these technologies to best reach their audiences.

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Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services. But how do you take advantage of them? With The New Community Rules, you'll understand how social web technologies work, and learn the most practical and effective ways to reach people who frequent these sites. Written by an expert in social media and viral marketing, this book cuts through the hype and jargon to give you intelligent advice and strategies for positioning your business on the social web, with case studies that show how other companies have used this approach. The New Community Rules will help you: Explore blogging and microblogging, and find out how to use applications such as Twitter to create brand awareness Learn the art of conversation marketing, and how social media thrives on honesty and transparency Manage and enhance your online reputation through the social web Tap into the increasingly influential video and podcasting market Discover which tactics work -- and which don't -- by learning about what other marketers have tried Many consumers today use the Web as a voice. The New Community Rules demonstrates how you can join the conversation, contribute to the community, and bring people to your product or service.

Produktdetails

• Verlag: O'Reilly Media
• Seitenzahl: 366
• Erscheinungstermin: 11. August 2009
• Englisch
• Abmessung: 231mm x 181mm x 25mm
• Gewicht: 666g
• ISBN-13: 9780596156817
• ISBN-10: 0596156812
• Artikelnr.: 25694184

Autorenporträt

Tamar Weinberg is a writer and internet marketing consultant specializing in blogger outreach, viral marketing, and social media. She maintains a personal blog about all things social media at www.techipedia.com. She is based in New York City.

Inhaltsangabe

From the contents: Chapter 1 An Introduction to Social Media Marketing Where We Are Now What Is Social Media Marketing? What Makes Social Media Marketing Different? A Brief Introduction to Social Media Portals The Web As a Means of Giving Consumers a Voice It s Time to Join the Conversation Content Is Not King (Not by Itself, at Least) Are You Ready for Social Media Marketing? So What s Next? Summary Chapter 2 Goal Setting in a Social Environment The Hurdle: Overcoming Fear About an Uncontrolled Message Asking the Right Questions: Setting Goals for Your Campaign Making Your Goals SMART Researching Your Social Media Community Formulating Your Strategy When Should I Pursue Social Media Marketing? Summary Chapter 3 Achieving Social Media Mastery: Networking and Implementing Strategy When Is It Appropriate Not to Respond at All? How Do You Monitor the Conversation? You re Listening What Now? Planning Your Social Media Strategy Networking Within a Social Medium Understanding and Listening to Your Audience The Importance of Giving Community Managers Power Accounts Summary Chapter 4 Participation Is Marketing: Getting into the Game The Cluetrain Manifesto: Markets Are Conversations The Participation Is Marketing Phenomenon Graco Baby Case Study: Participation Is Marketing Translates to Brand Awareness and Exposure Tyson Foods Case Study: We Have a Blog and We ll Use It for Good The Home Depot Case Study: Tapping into the Mindshare of Valued Customers Caminito Argentinean Steakhouse Case Study: The Steakhouse That Engages Online Everywhere Reputation Management Network Solutions Case Study: Reputation Management by Listening Reputation Management Monitoring: 12 Reputations You Should Monitor Online Considering a Reputation Management Strategy Summary Chapter 5 Using Blogs to Communicate, Influence, and Learn from Your Constituents A Short History of Blogging The History of Blogs, 1998 2009: Who Is Writing and Who Is Reading? Blogs As Online Influencers How Blogs Are Consumed A Beginner s Guide to Blog Platforms Writing for Blog Audiences How Blogs Are Discovered What to Do If Your Corporate Policy Disallows Blogging Summary Chapter 6 Microblogging Magic: How Twitter Can Transform Your Business A History of Twitter Twitter for Business Is Born Using Twitter How to Achieve Business Goals Through Twitter Other Business Uses of Twitter Tools of the Twitter Trade Summary Chapter 7 Getting Social: Facebook, MySpace, LinkedIn, and Other Social Networks Introduction to Social Networking Sites Facebook: The Digital You ...

Rezensionen

"2008 wurde sie [Tamar Weinberg] zu einem der 'Top 21 Social Media Superstars Under 30' gekürt. Die Frau weiß, wovon sie spricht, wenn sie erklärt, wie Marketing im Social Web funktionieren kann - oder könnte, denn das Potenzial ist längst nicht ausgeschöpft." -- weave, September 2009