the complete guide for brands and businesses to build, cultivate, and measure success in the new web Solis, Brian. creator Kutcher, Ashton 1978- text bibliography nju Hoboken, N.J John Wiley 2010 monographic eng

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xvi, 382 p. : ill. ; 24 cm. Foreword / Ashton Kutcher -- Introduction: Welcome to the revolution -- Part I. The new reality of marketing and customer service : The social media manifesto: engage or die -- The case for socializing media, by the numbers -- Part II. Forever students of new media : The new media university : Social media 101 -- Social media 201 -- Social media 202 -- Social media 203 -- Social media 301 -- Social media 302 -- Social media 303 -- Social media 401 -- Social media 402 -- Social media 403 -- The new media university : MBA program: first year -- MBA program: second year -- Part III. Brand representative versus the brand you : Fusing the "me" in social media and the "we" in the social web -- Learning and experimentation lead to experience -- Part IV. We are the champions : Defining the rules of engagement -- The conversation prism: how to listen ; Unveiling the new influencers -- Part V. The social architect: developing a blueprint for new marketing : The human network -- The social marketing compass: creating a social media plan -- Divide and conquer: building marketing and service teams around social media programs -- Part VI. A little less conversation, a little more action: rising above the noise : A tale of two cities: social CRM and relationship management -- The contrast between earned and paid: when paying for friends makes cents -- The new media scorecard: measuring investment returns -- Conclusion -- Glossary. Brian Solis. Includes bibliographical references (p. 357-370) and index. Internet marketing Social media Economic aspects Customer relations Online social networks Medios de comunicación social Aspectos Económicos Relaciones con los clientes Redes sociales en línea HF 5415 S687e 2010 658.8 9780470571095 (cloth) 0470571098 (cloth) 2010003837 DLC 100225 20230410115616.0 102031