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Marketing to the Social Web
Book

Marketing to the Social Web

How Digital Customer Communities Build Your Business

Larry Weber
Wiley, 2007

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Editorial Rating

8

Qualities

  • Analytical
  • Applicable
  • Eye Opening

Recommendation

At first glance, this is yet another cover of a familiar tune: Get online because it is the next big thing! Hurry, hurry! However, within a few pages author Larry Weber introduces the one thing missing from most of these refrains: hard data. He provides statistics that document precisely how the marketing landscape is changing, then goes on to analyze what this information means for business. Almost as refreshing, Weber is careful to point out where information does not exist, often calling for new metrics or a software tool that will give statistical substance to the visceral understanding of Web-savvy marketers. Weber reviews case studies that demonstrate approaches that have worked, as well as some glorious and instructive failures. He builds on these to develop a set of principles and tactics readers can use to develop a realistic strategy for online marketing. getAbstract recommends his book to established businesses that wish to get into online marketing and to all would-be Internet entrepreneurs.

Take-Aways

  • Consumers can use technology to avoid seeing television commercials.
  • Marketing must shift from broadcasting to building community conversations.
  • On the social Web, consumers have control over brand meanings.

About the Author

Larry Weber is the founding chairperson of the Massachusetts Innovation and Technology Exchange.

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