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02351cam a2200325 a 4500 001 A270A19E2B1011DEAA7E7608A8D7520A 005 20221102014946 008 070220s2007 nju b 001 0 eng 010 $a 2007007064 020 $a 0470124172 (cloth) 020 $a 9780470124178 (cloth) 035 $a (OCoLC)85622979 040 $a DLC $c DLC $d SILO $d BTCTA $d UKM $d C#P $d YDXCP $d VP@ $d IOU $d SILO 050 00 $a HF5415.1265 $b .W43 2007 082 00 $a 658.8/72 $2 22 100 1 $a Weber, Larry 245 1 $a Marketing to the social web : $b how digital customer communities build your business / $c Larry Weber. 260 $a Hoboken, N.J. : $b John Wiley & Sons, $c c2007. 300 $a ix, 230 p. ; $c 24 cm. 504 $a Includes bibliographical references (p. 217-222) and index. 505 0 $a 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). 650 0 $a Internet marketing. 650 0 $a Online social networks. 939 $a 5876222 941 $a 3 952 $l USUX851 $d 20160824022138.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=A270A19E2B1011DEAA7E7608A8D7520A 994 $a 02 $b IOU 952 $l UNUX074 $d 20090701080000.0 952 $l UQAX771 $d 20090701080000.0Initiate Another SILO Locator Search