Larry Weber states in the first sentence of his book, “Learning to market to the social web requires learning a new way to communicate with an audience in a digital environment.” Tune in to Marketing News radio to hear exactly what this environment is like and how to communicate to it.
Marketing to the social web—which Weber defines as any web site that allows and posts outside contributions (i.e Facebook, MySpace, Blogs)—does not require executives to forget everything they know about marketing. It does, however, require them to open their minds to new possibilities, social change, and rethinking past practices. Tune in and hear Weber explain how marketers can build communities of interest and essentially make marketing 'disappear' within the social web.
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About the Book
In June 2007, Larry Weber published his second book, Marketing to the Social Web: How Digital Customer Communities Build Your Business. The book shows readers exactly what the digital environment is like and how to communicate to it. He explains how, in order to be successful, marketers need to become the aggregators of customer communities instead of broadcasters. Rather than pushing marketing messages to an increasingly indifferent, even resentful, audience, marketers should participate in, organize and encourage social networks to which people want to belong. Rather than talking at customers, marketers should talk with them.
Larry Weber is chairman of W2 Group, a global marketing services ecosystem that helps CMOs in their new role as builders of communities and content aggregators. W2 Group companies, including Digital Influence Group and Racepoint Group, are leaders in social media marketing in both paid and unpaid media.