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The New Community Rules: Marketing on the Social Web Tamar Weinberg
Beijing · Cambridge · Farnham · Köln · Sebastopol · Taipei · Tokyo
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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
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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!
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Contents
FOREWORD
ix
PREFACE
xv
1
AN INTRODUCTION TO SOCIAL MEDIA MARKETING Where We Are Now What Is Social Media Marketing? Wha