Marketing to the Social Web

Marketing to the Social Web

How Digital Customer Communities Build your Business

Book - 2007
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Praise for Marketing to the Social Web

"Weber understands that the world is going digital and that competitive advantage will accrue to those who understand the transformation. CEOs should heed this transformation and learn from Weber's insights how to navigate this new landscape to fully maximize their business opportunities."
-Mark Fuller, Chairman, Monitor Group

"Consumers are using technology to grab power from companies, the media, and the government. Marketing to the Social Web succinctly outlines how institutions can survive and win in this chaotic new world, and lays out the revised rules of engagement-ignore them at your peril."
-George F. Colony, CEO, Forrester Research, Inc.

"Larry has brought pragmatic and useful recommendations to help brand builders manage the complexity of social interaction in a digital age. I was pleased to read a book that actually suggests how to do something with social networks, instead of just ponder them."
-David Kenny, Chairman and Chief Executive Officer, Digitas Inc.

"Where's the allure of social 2.0? Brands can talk . . . customers talk louder! Digital influence has arrived."
-Jeff Taylor, CEO, Eons and Founder of

"Larry Weber provides a simple and effective roadmap of the new customer information highway. Marketing to the Social Web is a valuable tool that will give everyone the confidence and know-how to compete in this fast-growing marketplace of ideas."
-Steve Harris, Vice President, Global Communications, General Motors Corporation

"As all lines and boundaries are washed away by the Web, Weber describes how to become part of the sea versus the sand."
-Nicholas Negroponte, Chairman, One Laptop per Child

Book News
Weber provides ideas for marketing in the new environment of the social web, what he describes as a world of unpaid media created by individuals or enterprises online where they share comments and opinions on sites such as MySpace, Facebook, and Amazon. He discusses how to reach more people, changing the marketing mindset, and building a customer community by observing influential sites, recruiting people to talk about the company, evaluating platforms to use, building relevant content, measuring involvement, promoting, and making improvements. He then outlines four online strategies: the reputation aggregator strategy, blogs, e-communities, and social networks. Weber is associated with a marketing services company. Annotation ©2007 Book News, Inc., Portland, OR (

Publisher: Hoboken, N.J. : John Wiley & Sons, c2007
ISBN: 9780470124178
Characteristics: ix, 230 p. ; 24 cm


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