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

David Meerman Scotts marketing bible has become a modern day business classic. This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate wit Read more... The NEW RULES of MARKETING & PR: HOW TO USE SOCIAL MEDIA, ONLINE VIDEO, MOBILE APPLICATIONS, BLOGS, NEWS RELEASES & VIRAL MARKETING TO REACH BUYERS DIRECTLY; Contents; Foreword by Robert Scoble; Welcome to the Third Edition of The New Rules; Introduction; The New Rules; Trying to Write Like a Blog, But in a Book; Showcasing Innovative 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 MarketingPublic Relations Used to Be Exclusively about the Media; Public 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 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 Directly; The Right Marketing in a Wired World Let the World Know about Your ExpertiseDevelop Information Your Buyers Want to Consume; Buyer Personas: The Basics; Think Like a Publisher; Tell Your Organization's Story Directly; 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 David Murray Found a New Job via Twitter Insignificant 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; 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 There; Work with the Bloggers Who Talk about You Bloggers Love Interesting ExperiencesHow to Reach Bloggers around the World; Do You Allow Employees to Send Email? How about Letting Them Blog?; Breaking Boundaries: Blogging at McDonald's; The Power of Blogs; Get Started Today; 6 Audio and Video Drive Action; Digging Digg Video; 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; 7 The New Rules of News Releases; News Releases in a Web World