The New Community Rules
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The New Community Rules : Marketing on the Social Web

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Description

Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services. But how do you take advantage of them? With "The New Community Rules", you'll understand how social web technologies work, and learn the most practical and effective ways to reach people who frequent these sites. Written by an expert in social media and viral marketing, this book cuts through the hype and jargon to give you intelligent advice and strategies for positioning your business on the social web, with case studies that show how other companies have used this approach. "The New Community Rules" will help you: explore blogging and microblogging, and find out how to use applications such as Twitter to create brand awareness; learn the art of conversation marketing, and how social media thrives on honesty and transparency; manage and enhance your online reputation through the social web; tap into the increasingly influential video and podcasting market; and, discover which tactics work - and which don't - by learning about what other marketers have tried. Many consumers today use the Web as a voice.
"The New Community Rules" demonstrates how you can join the conversation, contribute to the community, and bring people to your product or service.
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Product details

  • Paperback | 346 pages
  • 178 x 232 x 22.35mm | 653.17g
  • Sebastopol, United States
  • English
  • 0596156812
  • 9780596156817
  • 278,471

Table of contents

From the contents:

Chapter 1 An Introduction to Social Media Marketing

Where We Are Now

What Is Social Media Marketing?

What Makes Social Media Marketing Different? A Brief Introduction to Social Media Portals

The Web As a Means of Giving Consumers a Voice

It s Time to Join the Conversation

Content Is Not King (Not by Itself, at Least)

Are You Ready for Social Media Marketing?

So What s Next?

Summary

Chapter 2 Goal Setting in a Social Environment

The Hurdle: Overcoming Fear About an Uncontrolled Message

Asking the Right Questions: Setting Goals for Your Campaign

Making Your Goals SMART

Researching Your Social Media Community

Formulating Your Strategy

When Should I Pursue Social Media Marketing?

Summary

Chapter 3 Achieving Social Media Mastery: Networking and Implementing

Strategy

When Is It Appropriate Not to Respond at All?

How Do You Monitor the Conversation?

You re Listening What Now?

Planning Your Social Media Strategy

Networking Within a Social Medium

Understanding and Listening to Your Audience

The Importance of Giving

Community Managers

Power Accounts

Summary

Chapter 4 Participation Is Marketing: Getting into

the Game

The Cluetrain Manifesto: Markets Are Conversations

The Participation Is Marketing Phenomenon

Graco Baby Case Study: Participation Is Marketing Translates to

Brand Awareness and Exposure

Tyson Foods Case Study: We Have a Blog and We ll Use It for

Good

The Home Depot Case Study: Tapping into the Mindshare of Valued

Customers

Caminito Argentinean Steakhouse Case Study: The Steakhouse That

Engages Online Everywhere

Reputation Management

Network Solutions Case Study: Reputation Management by

Listening

Reputation Management Monitoring: 12 Reputations You Should Monitor

Online

Considering a Reputation Management Strategy

Summary

Chapter 5 Using Blogs to Communicate, Influence, and Learn from Your

Constituents

A Short History of Blogging

The History of Blogs, 1998 2009: Who Is Writing and Who Is

Reading?

Blogs As Online Influencers

How Blogs Are Consumed

A Beginner s Guide to Blog Platforms

Writing for Blog Audiences

How Blogs Are Discovered

What to Do If Your Corporate Policy Disallows Blogging

Summary

Chapter 6 Microblogging Magic: How Twitter Can Transform Your Business

A History of Twitter

Twitter for Business Is Born

Using Twitter How to Achieve Business Goals Through Twitter

Other Business Uses of Twitter

Tools of the Twitter Trade

Summary

Chapter 7 Getting Social: Facebook, MySpace, LinkedIn, and Other Social

Networks

Introduction to Social Networking Sites

Facebook: The Digital You

...
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Review quote

In general, readers new to social media will enjoy an extensive introduction that accurately describes the current state of Internet communities and provides significant insight into the historical trends that have led us into the Twitter age...One step toward achieving a well executed social media marketing campaign involves understanding the best ways to engage communities. Weinberg's book is a great place to start.

-- Armando Roggio, --Armando Roggio Want the nitty gritty details of social media success? Weinberg (the Queen of Smart) has literally hundreds of great tips in this book.

-- Steve Cunningham, --Steve Cunningham I think what readers will find expecially useful is the straightforward and example rich approach Tamar takes in explaining how companies and individuals can succeed towards marketing goals through thoughtful participation. Getting advice from someone who has 'been there, done that' can save a substantial amount of resources, money and shorten the time to get up to speed.

-- Lee Odden, --Lee Odden ...a heck of a book.

-- Chris Brogan, --Chris Brogan ...a heck of a book.

-- Chris Brogan,
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About Tamar Weinberg

Tamar Weinberg is a writer and internet marketing consultant specializing in blogger outreach, viral marketing, and social media. She maintains a personal blog about all things social media at www.techipedia.com. She is based in New York City.
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Rating details

205 ratings
3.83 out of 5 stars
5 32% (66)
4 32% (65)
3 26% (53)
2 8% (16)
1 2% (5)
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