The New Community Rules: Marketing on the Social Web [NOOK Book]

Overview

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 ...

See more details below
The New Community Rules: Marketing on the Social Web

Available on NOOK devices and apps  
  • NOOK Devices
  • NOOK HD/HD+ Tablet
  • NOOK
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK Study
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$11.49
BN.com price
(Save 42%)$19.99 List Price

Overview

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.

Read More Show Less

Editorial Reviews

From the Publisher
In general, readers new to social media will enjoy an extensive introduction that accurately describes the current state of Internet communities and provides significant insight into the historical trends that have led us into the Twitter age...One step toward achieving a well executed social media marketing campaign involves understanding the best ways to engage communities. Weinberg's book is a great place to start.

— Armando Roggio,

Chris Brogan
...a heck of a book.

— Chris Brogan,

Steve Cunningham
Want the nitty gritty details of social media success? Weinberg (the Queen of Smart) has literally hundreds of great tips in this book.

— Steve Cunningham,

Armando Roggio
In general, readers new to social media will enjoy an extensive introduction that accurately describes the current state of Internet communities and provides significant insight into the historical trends that have led us into the Twitter age...One step toward achieving a well executed social media marketing campaign involves understanding the best ways to engage communities. Weinberg's book is a great place to start.

— Armando Roggio,

Lee Odden
I think what readers will find expecially useful is the straightforward and example rich approach Tamar takes in explaining how companies and individuals can succeed towards marketing goals through thoughtful participation. Getting advice from someone who has ’been there, done that’ can save a substantial amount of resources, money and shorten the time to get up to speed.

— Lee Odden,

Read More Show Less

Product Details

  • ISBN-13: 9781449379285
  • Publisher: O'Reilly Media, Incorporated
  • Publication date: 7/1/2009
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 370
  • File size: 27 MB
  • Note: This product may take a few minutes to download.

Meet the Author

Tamar Weinberg is a writer and internet marketing consultant specializing in blogger outreach, viral marketing, and social media. She maintains a personal blog about all things social media at www.techipedia.com. She is based in New York City.

Read More Show Less

Table of Contents

Foreword ix

Preface xv

1 An Introduction to Social Media Marketing 1

Where We Are Now 3

What Is Social Media Marketing? 3

What Makes "Social Media" Marketing Different? 6

A Brief Introduction to Social Media Portals 9

The Web As a Means of Giving Consumers a Voice 11

It's Time to Join the Conversation 15

Content Is Not King (Not by Itself, at Least) 15

Are You Ready for Social Media Marketing? 16

So What's Next? 17

Summary 17

2 Goal Setting in a Social Environment 19

The Hurdle: Overcoming Fear About an Uncontrolled Message 19

Asking the Right Questions: Setting Goals for Your Campaign 25

Making Your Goals Smart 32

Researching Your Social Media Community 33

Formulating Your Strategy 35

When Should I Pursue Social Media Marketing? 37

Summary 38

3 Achieving Social Media Mastery: Networking and Implementing Strategy 39

When Is It Appropriate Not to Respond at All? 39

How Do You Monitor the Conversation? 40

You're Listening-What Now? 47

Planning Your Social Media Strategy 49

Networking Within a Social Medium 51

Understanding and Listening to Your Audience 51

The Importance of Giving 53

Community Managers 54

Power Accounts 56

Summary 60

4 Participation is Marketing: Getting Into the Game 63

The Cluetrain Manifesto: Markets Are Conversations 63

The "Participation Is Marketing" Phenomenon 64

Graco Baby Case Study: "Participation Is Marketing" Translates to Brand Awareness and Exposure 66

Tyson Foods Case Study: We Have a Blog and We'll Use It for Good 68

The Home Depot Case Study: Tapping into the Mindshare of Valued Customers 70

Caminito Argentinean Steakhouse Case Study: TheSteakhouse That Engages Online Everywhere 73

Reputation Management 75

Network Solutions Case Study: Reputation Management by Listening 78

Reputation Management Monitoring: 12 Reputations You Should Monitor Online 79

Considering a Reputation Management Strategy 81

Summary 82

5 Using Blogs to Communicate, Influence, and Learn From Your Constituents 85

A Short History of Blogging 85

The History of Blogs, 1998-2009: Who Is Writing and Who Is Reading? 86

Blogs As Online Influencers 87

How Blogs Are Consumed 90

A Beginner's Guide to Blog Platforms 91

Writing for Blog Audiences 96

How Blogs Are Discovered 110

What to Do If Your Corporate Policy Disallows Blogging 116

Summary 120

6 Microblogging Magic: How Twitter Can Transform Your Business 125

A History of Twitter 125

Twitter for Business Is Born 126

Using Twitter 127

How to Achieve Business Goals Through Twitter 129

Other Business Uses of Twitter 137

Tools of the Twitter Trade 140

Summary 147

7 Getting Social: Facebook, Myspace, Linkedin, and Other Social Networks 149

Introduction to Social Networking Sites 149

Facebook: The Digital You 151

MySpace: Personalized Connections 160

Getting Professional with LinkedIn 163

The Big Social Networks Abroad 169

Summary 170

8 Informing Your Public: The Informational Social Networks 173

Human-Edited Social Search 174

Choosing the Best Answers: Using Yahoo! Answers for Social Media Marketing 187

Other Q&A Websites to Be Considered in a Social Media Marketing Strategy 191

Knowledge Is Power 193

Create Your Own Wiki 194

Summary 195

9 Leaving Your Mark: How to Rock the Social Bookmarking Space 197

A Timeline: The Past, Present, and Future 197

Using Social Bookmarking Sites 201

Other Social Bookmarking Sites 219

Summary 222

10 Social News Brings You Page Views 225

The Wisdom of Crowds 225

What Is Social News? 228

What Are Social News Websites? 230

The Big Players in Social News 244

Summary 264

11 New Media Tactics: Photography, Video, and Podcasting 267

Using Your Pictures to Market Yourself 268

Beyond Stationary: The Video Marketing Guide 283

Evangelizing Content Producers Through Photos and Video 295

The Emergence of Podcasting and the Podcast Today 296

Summary 299

12 Sealing the Deal: Putting it All Together 301

Identification: Telling People Who You Are 301

The Social Media Workflow 302

Revisiting Return on Investment 303

Am I Done Yet? 305

Strategizing in Social Media Communities 308

Thinking Outside Social Media Communities: Face-to-Face Interactions 310

Fostering Creativity Online 312

Encourage "Old-School" Tactics, Too 322

The Bottom Line 323

Summary 324

A The Ultimate Social Media Etiquette Handbook 327

B Recommended Reading 335

Index 337

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing all of 5 Customer Reviews
  • Posted March 25, 2012

    great book, very helpful

    great book, very helpful

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 11, 2011

    No text was provided for this review.

  • Anonymous

    Posted April 13, 2010

    No text was provided for this review.

  • Anonymous

    Posted June 12, 2010

    No text was provided for this review.

  • Anonymous

    Posted December 27, 2009

    No text was provided for this review.

Sort by: Showing all of 5 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)