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Marketing to the Social Web: How Digital Customer Communities Build Your Business Hardcover – March 3, 2009
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From the Inside Flap
Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition 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 you how to apply them to see immediate results and growth.
Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media.
In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this Second Edition includes three entirely new chapters that cover recent changes in the field. These new chapters explain how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future.
Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition 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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Top Customer Reviews
The book would be more appropriately entitled: "An introduction to Web 2.0" There is very little marketing advice, and the information in this book might have been cutting edge in 2002-3 but in 2008, it would only appeal to beginners, or non-tech oriented people. If you don't know what a "Blog" is, then this book is for you. If you do know what a blog is, I would go elsewhere.
I have read about a dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably more technologically advanced than anything this book has to offer...(IE: The "Social Web" as he puts it, Or Web 2.0, can affect hearts and minds. For example, you are reading this review before purchasing this book for some insight.)
To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or at best don't think there has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact and would have been interesting in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.
To be slightly more specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. While true, it just seemed a bit overboard.Read more ›
The differences between traditional and new media.
How to engage customers in real conversations.
How to target customers in the social Web.
How to implement social marketing strategies.
What mistakes to avoid in social marketing (based on case study examples.)
How to vibrant customer communities.
Weber's practical advice for marketers is spot on, but what really struck me is the conceptual framework he provides. He sees the social Web as an integrated whole, which is very important. You can't understand how to effectively use the pieces of the social Web - blogs, microsites, social network sites, etc. - until you see how all the pieces fit together.
Weber's model of the marketing department of the future is fascinating. For starters, he envisions the CMO having a director of paid media and a director of unpaid media. This in itself is a great concept that will help companies prevent the stovepiping of individual social Web initiatives and ensure new media and old media programs are likewise integrated. Right now, old reporting structures are making it difficult for companies tap into the power of new marketing tools at their fingertips.
Weber outlines various issues companies grapple with when approaching the web, such as, legality issues surrounding consumer comments, employee blogging backlash, moving consumers to your company's site, and how to generate conversations. He finishes with closing thoughts on Web 4.0, calling it to `emotive' web, the location where emotions, experience and fulfillment will develop from the interactive and rich media environment. He leaves the reader with a greater sense of the workings of the web, while still leaving food for thought.
Most Recent Customer Reviews
I'm a big fan of Larry's -- he's undoubtedly one of the best PR minds in the world, but this book was useless.
Blogs were dead before this book was written. Read more
Good explaination of social media in early years. Lacks on how to start getting involved, but written more for exec level anyway (promoting the reason why rather than how).Published on July 27, 2010 by Hogmush
This is another book targeted to people with little Internet Marketing experience, who want to get an overview of the many platforms available. Read morePublished on April 3, 2010 by Leo
This is my favorite book on social media, especially with its focus on community building. Weber does a great job of introducing the major elements of the social media ecosystem,... Read morePublished on January 23, 2010 by Dan Burleigh
OK - Good introduction to emarketing.
- Provides a basic approach to the main emarketing concepts:Ecommunity, buzz marketing, bloggers, etc.
- Enough examples. Read more
Larry Weber, founder of the MIT Technology Exchange, shares his 30+ years of knowledge from owning communications companies to discuss what it takes to succeed in this new age of... Read morePublished on October 13, 2009 by Christopher Perish
Larry Weber's original "Marketing to the Social Web" set the tone for thinking how our company, Exciting Windows!, could become active in Facebook, Twitter and more... Read morePublished on September 27, 2009 by Steven Bursten
Weber scores high with this book on marketing via social media. Although written in 2007 (and you know how quickly the world on the web changes) this book will continue to be... Read morePublished on August 14, 2009 by The Marketing Guy Who Drives Sales -r
I read this book from cover to cover I learn a lot about Facebook. I became sorta addicted to Facebook. After four weeks I had to find a way to block facebook. Read morePublished on August 10, 2009 by ChelseaGoldstein.com