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Showing 1-3 of 3 reviews(5 star, Verified Purchases). See all 37 reviews
on February 15, 2008
If you are perplexed by the light speed evolution of marketing on the Web, this book is for you. The author is has been deeply involved in the Web since the beginning of time, on both the technical and business fronts. Thus,Weber paints a very clear picture of how social media evolved, what it looks like, how businesses should use it, and where it is going. The book provides a lot of detail and advice to help marketing professionals understand things like-

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.
Blogging.

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.
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on June 17, 2009
This book does an excellent job of getting you to look at the mindset for social marketing first before applying any tools. We approach these customers differently is the primary message and offers good insights on the whys with paths that get you started on the hows.
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on August 16, 2007
This book goes into detail about the possibilities behind marketing to the social web. It's more about how to interact with your customers and the social ties that bind them to determine the next steps in marketing and product development. It's also a good way to attract and interact with them in a more personal way than every done before in traditional marketing. The book is full of examples and case studies with usable techniques even for smaller companies who might not have as much to invest.
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