The New Community Rules

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.

Auteur

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.

Contenu

Foreword; Preface; Organization of the Material; Questions and Comments; Safari® Books Online; Acknowledgments; Chapter 1: An Introduction to Social Media Marketing; 1.1 Where We Are Now; 1.2 What Is Social Media Marketing?; 1.3 What Makes "Social Media" Marketing Different?; 1.4 A Brief Introduction to Social Media Portals; 1.5 The Web As a Means of Giving Consumers a Voice; 1.6 It's Time to Join the Conversation; 1.7 Content Is Not King (Not by Itself, at Least); 1.8 Are You Ready for Social Media Marketing?; 1.9 So What's Next?; 1.10 Summary; Chapter 2: Goal Setting in a Social Environment; 2.1 The Hurdle: Overcoming Fear About an Uncontrolled Message; 2.2 Asking the Right Questions: Setting Goals for Your Campaign; 2.3 Making Your Goals SMART; 2.4 Researching Your Social Media Community; 2.5 Formulating Your Strategy; 2.6 When Should I Pursue Social Media Marketing?; 2.7 Summary; Chapter 3: Achieving Social Media Mastery: Networking and Implementing Strategy; 3.1 When Is It Appropriate Not to Respond at All?; 3.2 How Do You Monitor the Conversation?; 3.3 You're Listening-What Now?; 3.4 Planning Your Social Media Strategy; 3.5 Networking Within a Social Medium; 3.6 Understanding and Listening to Your Audience; 3.7 The Importance of Giving; 3.8 Community Managers; 3.9 Power Accounts; 3.10 Summary; Chapter 4: Participation Is Marketing: Getting into the Game; 4.1 The Cluetrain Manifesto: Markets Are Conversations; 4.2 The "Participation Is Marketing" Phenomenon; 4.3 Graco Baby Case Study: "Participation Is Marketing" Translates to Brand Awareness and Exposure; 4.4 Tyson Foods Case Study: We Have a Blog and We'll Use It for Good; 4.5 The Home Depot Case Study: Tapping into the Mindshare of Valued Customers; 4.6 Caminito Argentinean Steakhouse Case Study: The Steakhouse That Engages Online Everywhere; 4.7 Reputation Management; 4.8 Network Solutions Case Study: Reputation Management by Listening; 4.9 Reputation Management Monitoring: 12 Reputations You Should Monitor Online; 4.10 Considering a Reputation Management Strategy; 4.11 Summary; Chapter 5: Using Blogs to Communicate, Influence, and Learn from Your Constituents; 5.1 A Short History of Blogging; 5.2 The History of Blogs, 1998-2009: Who Is Writing and Who Is Reading?; 5.3 Blogs As Online Influencers; 5.4 How Blogs Are Consumed; 5.5 A Beginner's Guide to Blog Platforms; 5.6 Writing for Blog Audiences; 5.7 How Blogs Are Discovered; 5.8 What to Do If Your Corporate Policy Disallows Blogging; 5.9 Summary; Chapter 6: Microblogging Magic: How Twitter Can Transform Your Business; 6.1 A History of Twitter; 6.2 Twitter for Business Is Born; 6.3 Using Twitter; 6.4 How to Achieve Business Goals Through Twitter; 6.5 Other Business Uses of Twitter; 6.6 Tools of the Twitter Trade; 6.7 Summary; Chapter 7: Getting Social: Facebook, MySpace, LinkedIn, and Other Social Networks; 7.1 Introduction to Social Networking Sites; 7.2 Facebook: The Digital You; 7.3 MySpace: Personalized Connections; 7.4 Getting Professional with LinkedIn; 7.5 The Big Social Networks Abroad; 7.6 Summary; Chapter 8: Informing Your Public: The Informational Social Networks; 8.1 Human-Edited Social Search; 8.2 Choosing the Best Answers: Using Yahoo! Answers for Social Media Marketing; 8.3 Other Q&A Websites to Be Considered in a Social Media Marketing Strategy; 8.4 Knowledge Is Power; 8.5 Create Your Own Wiki; 8.6 Summary; Chapter 9: Leaving Your Mark: How to Rock the Social Bookmarking Space; 9.1 A Timeline: The Past, Present, and Future; 9.2 Using Social Bookmarking Sites; 9.3 Other Social Bookmarking Sites; 9.4 Summary; Chapter 10: Social News Brings You Page Views; 10.1 The Wisdom of Crowds; 10.2 What Is Social News?; 10.3 What Are Social News Websites?; 10.4 The Big Players in Social News; 10.5 Summary; Chapter 11: New Media Tactics: Photography, Video, and Podcasting; 11.1 Using Your Pictures to Market Yourself; 11.2 Beyond Stationary: The Video Marketing Guide; 11.3 Evangelizing Content Producers Through Photos and Video; 11.4 The Emergence of Podcasting and the Podcast Today; 11.5 Summary; Chapter 12: Sealing the Deal: Putting It All Together; 12.1 Identification: Telling People Who You Are; 12.2 The Social Media Workflow; 12.3 Revisiting Return on Investment; 12.4 Am I Done Yet?; 12.5 Strategizing in Social Media Communities; 12.6 Thinking Outside Social Media Communities: Face-to-Face Interactions; 12.7 Fostering Creativity Online; 12.8 Encourage "Old-School" Tactics, Too; 12.9 The Bottom Line; 12.10 Summary; The Ultimate Social Media Etiquette Handbook; Facebook; Twitter; LinkedIn; Social News-Digg, Sphinn, Mixx, Reddit, Tip'd (and a Whole Load of Related Sites); FriendFeed; YouTube; StumbleUpon; Blogging and Commenting; Other Social Sites; Finally, a Word on Social Media Etiquette in General; Conclusion; Recommended Reading; Recommended Books; Blogroll; Colophon;