Marketing to the Social Web (PDF)

An updated and expanded Second Edition of the popular
guide to social media for the business community

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.