The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly

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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly; Contents; Foreword by Robert Scoble; Introduction; The New Rules; Life with the New Rules; What's New; Writing Like on a Blog, But in a Book; Showcasing Successful Marketers; I How the Web Has Changed the Rules of Marketing and PR; 1 The Old Rules of Marketing and PR Are Ineffective in an Online World; Advertising: A Money Pit of Wasted Resources; One-Way Interruption Marketing Is Yesterday's Message; The Old Rules of Marketing. Public Relations Used to Be Exclusively about the MediaPublic Relations and Third-Party Ink; Yes, the Media Are Still Important; Press Releases and the Journalistic Black Hole; The Old Rules of PR; Learn to Ignore the Old Rules; 2 The New Rules of Marketing and PR; The Most Important Communication Revolution in Human History; Open for Business; The Long Tail of Marketing; Tell Me Something I Don't Know, Please; Bricks-and-Mortar News; Advice from the Company President; The Long Tail of PR; The New Rules of Marketing and PR; The Convergence of Marketing and PR on the Web. 3 Reaching Your Buyers DirectlyThe Right Marketing in a Wired World; Let the World Know about Your Expertise; Develop Information Your Buyers Want to Consume; Buyer Personas: The Basics; Think Like a Publisher; Staying Connected with Members and the Community; Know the Goals and Let Content Drive Action; Content and Thought Leadership; II Web-Based Communications to Reach Buyers Directly; 4 Social Media and Your Targeted Audience; What Is Social Media, Anyway?; Social Media Is a Cocktail Party; Facebook Group Drives 15,000 People to Singapore Tattoo Show; The New Rules of Job Search. How to Find a New Job via Social MediaInsignificant Backwaters or Valuable Places to Connect?; Your Best Customers Participate in Online Forums-So Should You; Your Space in the Forums; Wikis, Listservs, and Your Audience; Creating Your Own Wiki; Social Networking Drives Adagio Teas' Success; 5 Blogs: Tapping Millions of Evangelists to Tell Your Story; Blogs, Blogging, and Bloggers; A Blog (or Not a Blog); Understanding Blogs in the World of the Web; The Four Uses of Blogs for Marketing and PR; Monitor Blogs-Your Organization's Reputation Depends on It. Comment on Blogs to Get Your Viewpoint Out ThereWork with the Bloggers Who Talk about You; Bloggers Love Interesting Experiences; How to Reach Bloggers around the World; Do You Allow Employees to Send Email? How about Letting Them Blog?; Not Another Junky Blog; The Power of Blogs; Get Started Today; 6 Audio and Video Drive Action; Create Goodwill with Customers; What University Should I Attend?; The Best Job in the World; Have Fun with Your Videos; Audio Content Delivery through Podcasting; Putting Marketing Back in Musicians' Control; Podcasting: More Than Just Music; Grammar Girl Podcast