Exploring how and why online forums such as Facebook, Twitter, and blogs
have gained such popularity--and credibility--with consumers, this
practical guide offers proven strategies for organizations to leverage
these new internet-based social media outlets. The differences between
traditional and new media are explored, as are simple ways business
owners and marketers can use these new resources to communicate with
their customers. Practical tips on gaining the attention of and
interacting with influential bloggers, the pros and cons of creating a
company blog, guerilla marketing on the internet, and restructuring
marketing expectations are also discussed.