8. Step Four: Engage Communities in Conversation (To Generate Word of Mouse)

  1. Larry Weber

Published Online: 29 NOV 2011

DOI: 10.1002/9781118258125.ch8

Marketing to the Social Web: How Digital Customer Communities Build Your Business, Second Edition

Marketing to the Social Web: How Digital Customer Communities Build Your Business, Second Edition

How to Cite

Weber, L. (2009) Step Four: Engage Communities in Conversation (To Generate Word of Mouse), in Marketing to the Social Web: How Digital Customer Communities Build Your Business, Second Edition, John Wiley & Sons, Inc., Hoboken, NJ, USA. doi: 10.1002/9781118258125.ch8

Publication History

  1. Published Online: 29 NOV 2011
  2. Published Print: 16 FEB 2009

ISBN Information

Print ISBN: 9780470410974

Online ISBN: 9781118258125

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Keywords:

  • recruited community members;
  • online conduit strategies;
  • marketing plan;
  • potential customers;
  • conversation

Summary

This chapter contains sections titled:

  • Bubbly Conversation

  • A Brand is a Dialogue

  • Making Customers Part of the Brand

  • Too Much of a Good Thing

  • Ten Rules for Private Communities

  • How Do You Pay for it All?