The New Community Rules

The New Community Rules

Marketing on the Social Web

Book - 2009 | 1st ed.
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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 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.

Publisher: Sebastopol, CA : O'Reilly, c2009.
Edition: 1st ed.
ISBN: 9780596156817
Branch Call Number: 658.872 W423
Characteristics: xviii, 346 p. : ill. ; 24 cm.


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iLibrarian Sep 16, 2010

Is your website just a checkmark on your business to-do list? This is a mistake. It's just not that simple anymore. The attitude that your website can be forgotten when it's crossed off the to-do list isn't a healthy approach. What does a neglected website do? Usually not much. If you neglect your website it's easy to think you didn't hire the right web designer or you rationalize that the internet just doesn't work for your business.

Online marketing and the internet change rapidly. It's easy to feel lost. Internet opportunities are often underestimated. Sometimes small business owners fail to take advantage of the marketing opportunities the web offers. I think it's fair to say that every small business owner needs a website. The purpose and complexity of that site depend on the nature of your business. Making a website isn't tough. Making it do something worthwhile for you or your customers is a challenge. A simple site describing products or services and listing contact information is a good foundation. Adding specific details and valuable content is another layer. Integrating some social media may help you connect with your customers. You can include blogs, videos, or maybe a twitter feed.

In Do the Web Write, Dan Furman focuses on content writing. Like most Self Counsel Press books, it's conversational and easy to read. He spends most of the book outlining what pages to include on your site and how to write effective content for each page. Toward the end he delves into search engine optimization and press releases. My favourite chapter is the bonus chapter that highlights little things I dislike on business sites like outdated blogs, hidden phone numbers, irrelevant multimedia, and other meaningless clutter. Another bonus is the CD included with the book that has lots of samples and forms to help beginners.

Are you looking for something more advanced? Take a look at The New Community Rule: Marketing on the Social Web. It's an encyclopedia of social media marketing. The first half of the book explains why social media is important for business. I like how Weinberg explains social media marketing. It “is about listening to the community and responding in kind." Listen to your customers. Monitor your reputation. Actively engage your customers. It sounds like a common sense approach to me.

The second half of the book provides information on popular social media sites today. For example, Weinberg walks you through the most popular social bookmarking tools like Delicious, but she also explains some lesser known social bookmarking tools. She also includes information on what the tools can offer your business.

Once you decide on the social networking tools that best suit your business, there are other resources to help you achieve your social media marketing goals such as Paul McFedries' Twitter: Tip, Tricks & Tweets, Eric Butow's How to Succeed in Business Using LinkedIn, or Michael Miller's YouTube for Business to name a few.

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