The New Community Rules: Marketing On The Social Web

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E-Book Overview

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.

E-Book Content

Download at Boykma.Com Download at Boykma.Com The New Community Rules: Marketing on the Social Web Tamar Weinberg Beijing  ·  Cambridge  ·  Farnham  ·  Köln  ·  Sebastopol  ·  Taipei  ·  Tokyo Download at Boykma.Com The New Community Rules: Marketing on the Social Web by Tamar Weinberg Copyright © 2009 Tamar Weinberg. All rights reserved. Printed in the United States of America. Published by O’Reilly Media, Inc., 1005 Gravenstein Highway North, Sebastopol, CA 95472. O’Reilly books may be purchased for educational, business, or sales promotional use. Online editions are also available for most titles (http://my.safaribooksonline.com). For more information, contact our corporate/institutional sales department: (800) 998-9938 or [email protected] Editor: Colleen Wheeler Production Editor: Loranah Dimant Copyeditor: Amy Thomson Proofreader: Rachel Monaghan Indexer: Ellen Troutman Zaig Cover Designer: Karen Montgomery Interior Designer: David Futato Illustrator: Robert Romano Printing History: June 2009: First Edition. Nutshell Handbook, the Nutshell Handbook logo, and the O’Reilly logo are registered trademarks of O’Reilly Media, Inc. The New Community Rules, the cover image, and related trade dress are trademarks of O’Reilly Media, Inc. Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and O’Reilly Media, Inc. was aware of a trademark claim, the designations have been printed in caps or initial caps. While every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions, or for damages resulting from the use of the information contained herein. ISBN: 978-0-596-15681-7 [Vicks Litho] 1245784904 Download at Boykma.Com To my husband, Brian, who still seemed to tolerate me during crunch time. I love you. To our son, David Jacob, who arrived six weeks early and was by my side (or inside) the most as I was writing this book. Welcome to the world, Little Man! Download at Boykma.Com Download at Boykma.Com Contents FOREWORD ix PREFACE xv 1 AN INTRODUCTION TO SOCIAL MEDIA MARKETING Where We Are Now What Is Social Media Marketing? Wha
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