Contents

Part I - Pandemonium: The Landscape of the Social Web

1. The Web Is Not a Channel (And You're an Aggregator, Not a Broadcaster)
2. Community and Content: The Marketer's New Job (Or How to Cut Your Marketing Budget and Reach More People)
3. Making the Transition to the Social Web (First Change Your Mindset)
4. How to Let Customers Say What They Really Think (And Keep Your Job)

Part. II - Seven Steps to Build Your Own Customer Community

5. Step One: Observe and Create a Customer Map (Otherwise You Can't Get There from Here)
6. Step Two: Recruit Community Members (With a New Toolbox and Your Own Marketing Skills)
7. Step Three: Evaluate Online Conduit Strategies (And Don't Forget Search)
8. Step Four: Engage Communities in Conversation (To Generate Word of Mouse)
9. Step Five: Measure Involvement With New Tools, Techniques (To Keep the Cutting Edge Sharp)
10. Step Six: Promote Your Community to the World (Get 'Em Talking and Clicking)
11. Step Seven: Improve the Community's Benefits (Don't Just Set It and Forget It)

Part. III - Making Use of the Four Online Conduit Strategies

12. The Reputation Aggregator Strategy (We're Number One!)
13. The Blog Strategy (Everybody's Talking at Me)
14. The E-Community Strategy (Go to Their Party or Throw Your Own)
15. The Social Networks Strategy (Connecting with a Click)
16. Does Facebook Matter? (To Marketers?)
17. Living and Working in Web 4.0 (It's Right Around the Corner)