The New Community Rules: Marketing on the Social Web

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Abstract

The Internet has evolved from being a source of information to becoming a "social web" where individuals interact with peers through blogs, Twitter, social networks, wikis, and social news websites to gather information used to make well-researched choices.Tamar Weinberg wrote The New Community Rules: Marketing on the Social Web to provide readers with strategies for successfully marketing ideas and products using social media.The book is divided into 12 chapters that discuss the following topics: social media marketing, goal setting for social media marketing campaigns, participating in social communities, blogging, twittering, joining social networks, answering informational social networks, using social bookmarking sites, writing for social news websites, using new media tactics, and packaging social media marketing tactics.In the first chapter, the book defines the different types of social media and reviews concepts of social media marketing.The author explains that social media marketing strategies are different than traditional advertising tactics because companies no longer have control of their messages.Weinberg stresses that companies can use social media marketing to improve search engine results, increase traffic, increase brand awareness, and increase sales of products and services.Yet, companies cannot blindly enter social media marketing campaigns without good planning, marketing goals, participation, and a long-time commitment.Participation is necessary for building authentic relationships between a company and customers, which would be violated if social media tools were used to only