Marketing to the Social Web: How Digital Customer Communities Build Your Business, 2/e (Hardcover)

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. in 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 describe 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.

Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation’s largest interactive advocate association.

這本受歡迎的社群媒體指南的更新擴充版，是針對商業界的。行銷人員必須尋找網路上與顧客互動的新方式，而不是單向傳達訊息給他們。從Facebook和YouTube到部落格和Twitter，網路上的社群媒體是與顧客接觸的最有前景的新方式。《行銷社群網路，第二版》幫助行銷人員及其公司了解如何與顧客互動、建立顧客社群，並在行銷混亂時期最大化利潤。作者兼社群媒體專家Larry Weber描述了新近推出的工具和平台，並向您展示如何應用這些工具以獲得即時的成果和增長。

精明的行銷人員應該鼓勵顧客參與社群網路，這些社群網路是人們想要加入的地方，可以促進與顧客之間以及顧客之間的對話。像MySpace、Facebook甚至Flickr這樣的社交網站是進行這種對話的理想場所；這本書向您展示如何利用這種新媒體。

除了使《行銷社群網路》在行銷人員中獲得巨大成功的工具和策略，這本第二版還包括三個全新的章節，介紹了該領域的最新變化。這些新章節描述了Facebook如何將其業務商品化並有朝一日超越Google；公司如何衡量其社群媒體活動的影響力和效果；以及行銷到移動社群媒體將如何成為不久的將來一種有效的實踐。

行銷必須拓展到新的形式、媒體和模式。《行銷社群網路，第二版》提供了一個絕佳的機會，利用這些新工具和模式來開拓新市場，即使在當今碎片化的媒體環境中也能做到。

Larry Weber在過去三十年中建立了全球通訊公司，包括Weber Shandwick Worldwide和W2 Group。他還是麻省創新與科技交流協會的創始人兼主席，該協會是全國最大的互動倡導協會。