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039			_a202110081141 _bstaff _c201301210408 _d staff _c201003060153 _d staff _y 201003060152 _z staff
050			_a658.872 _bWEB
082			_a658.872 _bWEB [ Shelf 71 ]
100			_aWeber, Larry.
245			_aMarketing to the social web : _bhow digital customer communities build your business / _cLarry Weber.
250			_a2nd ed.
260			_aHoboken, NJ : _bJohn Wiley & Sons, _cc2009.
300			_axvii, 246 p. ; _c24 cm.
504			_aIncludes bibliographical references (p. 231-238) and index.
505			_aThe web is not a channel (and you're an aggregator, not a broadcaster) -- Community and content : the marketer's new job (or how to cut your marketing budget and reach more people) -- Making the transition to the social web (first change your mindset) -- How to let customers say what they really think (and keep your job) -- Step one: observe and create a customer map (otherwise you can't get there from here) -- Step two: recruit community members (with a new toolbox and your own marketing skills) -- Step three: evaluate online conduit strategies (and don't forget search) -- Step four: engage communities in conversation (to generate word of mouse) -- Step five: measure involvement with new tools, techniques (to keep the cutting edge sharp) -- Step six: promote your community to the world (get 'em talking and clicking) -- Step seven: improve the community's benefits (don't just set it and forget it) -- The reputation aggregator strategy (we're number one!) -- The blog strategy (everybody's talking at me) -- The e-community strategy (go to their party or throw your own) -- The social networks strategy (connecting with a click) -- Does facebook matter? (to marketers) -- Living and working in web 4.0 (it's right around the corner).
650			_aInternet marketing.
650			_aOnline social networks.
991			_aVIRTUA40
991			_aVTLSSORT0080*0200*0500*0820*1000*2450*2500*2600*3000*5040*5050*6500*6501*9992
909			_a2347
999			_c2250 _d2250