Marketing to the Social Web

16The first edition of Marketing to the Social Web has become one of the strongly backlisting titles on the hot topic of social media. Three new chapters, and additional updates to this 2nd edition will enable the book to stay relevant and compete with the slew of business books on social media and marketing that will be releasing in the next 12 months. New chapters cover: Facebook: The Google KillerThis chapter will discuss how Facebook will monetize its success and eventually surpass Google. We'd be the first book to have a strategy around Facebook. Measuring Social MediaExplains what companies should be measuring and why (because a customer who does not buy much but influences 100 other customers may be more valuable than a customer who simply buys a lot). The chapter will also sketch the techniques and companies currently active: Nielsen BuzzMetrics, Cymfony, MotiveQuest, Biz360, Brandimensions, Umbria, and Factiva, among others. Marketing to Mobile Social MediaMobile medi16a is beginning to have its own social space, such as Mocospace and bluepulse.04Preface.Acknowledgments.Part 1: Pandemonium: The Landscape of the Social Web.Chapter 1: The Web Is Not a Channel (And You're an Aggregator, Not a Broadcaster).Chapter 2: Community and Content: The Marketer's New Job (Or How to Cut Your Marketing Budget and Reach More People).Chapter 3: Making the Transition to the Social Web (First Change Your Mindset).Chapter 4: How to Let Customers Say What They Really Think (And Keep Your Job).Part 2: How to Make the Most of the Social Web.Chapter 5: Step One: Observe and Create a Customer Map (Otherwise You Can't Get There from Here).Chapter 6: Step II: Recruit Community Members (With a New Toolbox and Your Own Marketing Skills).Chapter 7: Step Three: Evaluate Online Conduit Strategies (And Don't Forget Search).Chapter 8: Step Four: Engage Communities in Conversation (To Generate Word of Mouse).Chapter 9: Step Five: Measure Involvement With New Tools, Techniques (To Keep the Cutting Edge Sharp).Chapter 10: Step Six: P04romote Your Community to the World (Get 'Em Talking and Clicking).Chapter 11: Step Seven: Improve the Community's Benefits (Don't Just Set It and Forget It).Part 3: Making Use of the Four Online Conduit Strategies.Chapter 12: The Reputation Aggregator Strategy (We're Number One)!Chapter 14: The Blog Strategy (Everybody's Talking at Me).Chapter 15: The E-Community Strategy (Go to Their Party or Throw Your Own).Chapter 16:The Social Networks Strategy (Connecting with a Click).Chapter 17: Does Facebook Matter? (To Marketers)?Chapter 18: Living and Working in Web 4.0 (It's Right Around the Corner).Notes.Index.
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