Includes bibliographical references (p. 217-222) and index.
Contents:
The 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 marketing 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 the community's involvement (who, what, where, when, why, and how) -- 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) -- Living and working in Web 4.0 (it's right around the corner).
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.