Product Description

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition paperback keeps you up-to-date on the latest trends.

• New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
• Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
• Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
• David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Social Media Marketing Top Seven
Amazon-exclusive content from author David Meerman Scott

Establishing a social media marketing strategy and creating effective Web content that is indexed by search engines is critical for any business. When people are looking for answers to problems, they go online first!

People and organizations that participate in social media (creating YouTube videos, participating on sites like LinkedIn, Facebook, and Twitter, starting a blog and the like) become part of a vibrant online community and show that market that they are worthy of doing business with.

Unlike non-targeted, in-your-face, interruption-based advertising, social media is content that people actually want to see. How cool is that? Rather than forcing you to convince people to pay attention to your products and services by dreaming up messages and ad campaigns, search engines deliver interested buyers right to your company’s virtual doorstep. This is a marketer’s dream-come-true.

However, most marketers don’t know how to harness this exciting form of marketing. Their most common mistake is to spend way too much time talking about your company’s products and services and worrying too much about being “on message.” In addition, many companies are fearful of jumping into the social media waters because it seems scary to put yourself out there.

Top Seven Ways to Get the Most Out of Social Networking Sites:
1. Target a specific audience. Create a page that reaches an audience that is important to your organization. It is usually better to reach a small niche market than try to go large.

2. Be a thought leader. Provide valuable and interesting information that people want to check out. It is better to show your expertise in a market or at solving a buyer’s problems than to blather on about your product.

3. Create lots of links. Link to your own sites and blog, and those of others in your industry and network. Everybody loves links—it makes the Web what it is. You should certainly link to your own stuff from a social networking site (like your blog), but also link to other people’s sites and content in your own market.

4. Encourage people to contact you. Make it easy for people to reach you online, and be sure to follow up personally on your fan mail.

5. Participate. Create groups and participate in online discussions. Become an online leader and organizer.

6. Make it easy to find you. Tag your page and add your page into the subject directories. Encourage others to bookmark your page with del.icio.us and DIGG.

7. Experiment. These sites are great because you can try new things. If it isn’t working, tweak it. Or abandon the effort and try something new. There is no such thing as an expert in social networking—we’re all learning as we go!

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Product Details

Publisher	Wiley
ISBN	0470547812
Features	ISBN13: 9780470547816 Condition: New Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed
Format	Paperback
Author	David Meerman Scott
EAN	9780470547816
Label	Wiley
Edition	2
Dewey Decimal Number	658.872
Studio	Wiley
Number Of Pages	320
Title	The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition
Publication Date	2010-01-12
Manufacturer	Wiley

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Customer Reviews

The rules are different, we must keep up!

Review by Thom Singer, 2010-08-31

Watch Video Here: http://www.amazon.com/review/R1EPW2MM5IJRZ8 The rules of PR are changing, and many of us (who know about these changes) are still not doing all the things we should to help raise our visibility. David Meerman Scott's book is a comprehensive guide to creating a road map to the shortcut paths.

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An excellent introduction to the use of the new social media

Review by H. Pelta, 2010-08-31

I was sure of the value of this book to me because, being both frugal and cautious in my purchases, I borrowed this book from our County library and read it cover to cover first. My motto --- regarding book purchases --- has become "Buy only Keepers". With so much information being available at little or no cost on the Internet and given our excellent public library system, I assure myself of the value of a purchase as opposed to Read and Retain before proceeding.

It is not, and does not pretend to be, an encyclopedic How-to book. It explains new developments in marketing using those social media originally developed for other-than-marketing reasons, to those of us who are technologically ignorant on the subjects covered, no great shame in this rapidly developing world, especially to those of us with huge working memories that have become overloaded with previously stored Stuff.

The value of books like these became apparent to me, a Software Engineer in a Previous Life, when I realized that our friend's six-year-old son was much more knowledgeable --- and importantly --- more facile in the use of current media than I was ... or could hope to be.

Clearly written ; useful as an introductory reference ; packed full of Real-World examples that bring theory down to earth ; and really appreciated by those of us struggling to understand the benefits and the differences between and among the ways of communicating effectively in this Brave New World Market. Thanks !

Amazon's easy-to-scan-and-purchase method of acquiring written material (like books) adds to the convenience of buying on-line, and is a blessing to those of us who live in some of the more intellectually remote corners of the universe. Thanks, therefore, also to Amazon.

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Good Stuff

Review by Ken, 2010-08-16

A lot of sober and pragmatic ideas to leverage technology with age old principles of marketing. Find out what your buyer wants; and give it to them. This is a great book to help along old dogs away from bad habits and bring them back to core marketing discipline into a world where people go find what they want. You better have good useful content for them to find. Or someone else will.

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A bit to obvious

Review by Igor Lebedev, 2010-08-07

When I read the title of the book I thought it would give a deeper understanding of the new techniques of Internet marketing, however I utterly disappointed. This book states the obvious which is known for people who have done a marketing course in University last 10 years as well as bloggers who have been paraphrasing the same concepts last 5 years ( or at least as long as I have been in the marketing business). This book is really for people who have no knowledge of the Internet to the point that they never searched google. The book does not give direction or even build a big picture of what marketing is all about, it just gives seperate parts such as "content is important", "write articles", "make a blog" but does not go deeper then the phrases I just mentioned. One last thing I was disappointed with was the extensive advertising of the authors own site. If a person likes the book he will no doubt check out the web-site, there is no need to mention a link to the site on every page.

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Excellent Addition to Any Library

Review by Diana Barnum, 2010-07-31

This book is great in that it focuses on a few main channels for bringing in traffic, instead of discussing dozens and more ways, many of which are outdated today or just not worth the effort and money for the long haul. Plus the author's `Action Plan' section sums up why this is an excellent book to have on hand. It helps with building your own marketing and PR plan: learn the specifics for your focus and how to develop your own customizable plans, even addressing any negative or other potentially difficult communications on the web today.

Two thumbs up!

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