Executive Summary:
The book would be more appropriately entitled: "An introduction to Web 2.0" There is very little marketing advice, and the information in this book might have been cutting edge in 2002-3 but in 2008, it would only appeal to beginners, or non-tech oriented people. If you don't know what a "Blog" is, then this book is for you. If you do know what a blog is, I would go elsewhere.

Full Review:
I have read about a dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably more technologically advanced than anything this book has to offer...(IE: The "Social Web" as he puts it, Or Web 2.0, can affect hearts and minds. For example, you are reading this review before purchasing this book for some insight.)

To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or at best don't think there has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact and would have been interesting in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.

To be slightly more specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. While true, it just seemed a bit overboard. Another quick example of the target market is that the book took about 4-5 pages in describing what a blog is. This is all well and good for an "Intro" book, but it is indicitive of the audience this book was meant for. I found this book too generic to be useful. It lacked specifics, strong case examples, adequate statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book. If you have ever participated on a message board, read a blog, posted/read an online review, etc...this book won't tell you anything that you don't already know.

However, if you are looking for effective ways to market to the "Social Web" AKA Web 2.0 by the rest of the world, go elsewhere. This book is too generic to be useful IMHO. I gave this book two stars instead of one because it was well written, and unlike EVERY other marketing book I have ever read, it didn't remind you to go to the author's website every other page (In fact, I don't even remember him naming his website in the book, which is to be applauded, as you can tell this info was legitimately designed to help the reader, not just another marketing tool by the author as many marketing books are). Also if you do want a BEGINNERS' book to what Web 2.0 is, this would be tough to beat. The author puts everything in non-techie terms, and is very thorough at explaining some of the core/basic concepts of Web 2.0.

BOTTOM LINE:
The people who could best be helped with a book like this are intelligent people who don't keep up with technology, but know the basics. I found this more as an introduction to what Web 2.0 was than a "How to" book which is what I believed the book to be about based on the title.
If you are looking for valuable "How to market to the Social Web" info, this book will GREATLY disappoint you.

Executive Summary:
The book would be more appropriately entitled: "An introduction to Web 2.0 for Marketers." There is very little marketing advice, and the information in this book might have been cutting edge in 2002-3 but in 2008, it would only appeal to beginners, or non-tech oriented people. If you don't know what a "Blog" is, then this book is for you. If you do know what a blog is, I would go elsewhere.

Full Review:
I have read about a dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably more technologically advanced than anything this book has to offer...(IE: The "Social Web" as he puts it, Or Web 2.0, can affect hearts and minds. For example, you are reading this review before purchasing this book for some insight.)

To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or at best don't think there has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact and would have been interesting in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.

To be slightly more specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. While true, it just seemed a bit overboard. Another quick example of the target market is that the book took about 4-5 pages in describing what a blog was. This is all well and good for an "Intro" book, but it is indicitive of the audience this book was meant for. I found this book too generic to be useful. It lacked specifics, strong case examples, adequate statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book. If you have ever participated on a message board, read a blog, posted/read an online review, etc...this book won't tell you anything that you don't already know.

However, if you are looking for effective ways to market to the "Social Web" AKA Web 2.0 by the rest of the world, go elsewhere. This book is too generic to be useful IMHO. I gave this book two stars instead of one because it was well written, and unlike EVERY other marketing book I have ever read, it didn't remind you to go to the author's website every other page (In fact, I don't even remember him naming his website in the book, which is to be applauded, as you can tell this info was legitimately designed to help the reader, not just another marketing tool by the author as many marketing books are). Also if you do want a BEGINNERS' book to what Web 2.0 is, this would be tough to beat. The author puts everything in non-techie terms, and is very thorough at explaining some of the core/basic concepts of Web 2.0.

BOTTOM LINE:
The people who could best be helped with a book like this are intelligent people who don't keep up with technology, but know the basics. I found this more as an introduction to what Web 2.0 was than a "How to" book which is what I believed the book to be about based on the title.
If you are looking for valuable "How to market to the Social Web" info, this book will GREATLY disappoint you.

Executive Summary:
The book would be more appropriately entitled: "An introduction to Web 2.0 for Marketers." There is very little marketing advice, and the information in this book might have been cutting edge in 2002-3 but in 2008, it would only appeal to beginners, or non-tech oriented people. If you don't know what a "Blog" is, then this book is for you. If you do know what a blog is, I would go elsewhere.

Full Review:
I have read about a dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably more technologically advanced than anything this book has to offer...(IE: The "Social Web" as he puts it, Or Web 2.0, can affect hearts and minds. For example, you are reading this review before purchasing this book for some insight.)

To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or at best don't think there has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact and would have been interesting in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.

To be slightly more specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. While true, it just seemed a bit overboard. Another quick example of the target market is that the book took about 4-5 pages in describing what a blog was. This is all well and good for an "Intro" book, but it is indicitive of the audience this book was meant for. I found this book too generic to be useful. It lacked specifics, strong case examples, adequate statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book. If you have ever participated on a message board, read a blog, posted/read an online review, etc...this book won't tell you anything that you don't already know.

However, if you are looking for effective ways to market to the "Social Web" AKA Web 2.0 by the rest of the world, go elsewhere. This book is too generic to be useful IMHO. I gave this book two stars instead of one because it was well written, and unlike EVERY other marketing book I have ever read, it didn't remind you to go to the author's website every other page (In fact, I don't even remember him naming his website in the book, which is to be applauded, as you can tell this info was legitimately designed to help the reader, not just another marketing tool by the author as many marketing books are). I just feel the group that could be best helped with a book like this are intelligent people who don't keep up with technology, but know the basics. I found this more as an introduction to what Web 2.0 was than a "How to" book which is what I believed the book to be about based on the title.

I have read about a dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably more technologically advanced than anything this book has to offer...(IE: The "Social Web" as he puts it, Or Web 2.0, can affect hearts and minds. For example, you are reading this review before purchasing this book for some insight.)

To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or at best don't think there has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact and would have been interesting in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.

To be slightly more specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. While true, it just seemed a bit overboard. Another quick example of the target market is that the book took about 4-5 pages in describing what a blog was. This is all well and good for an "Intro" book, but it is indicitive of the audience this book was meant for. I found this book too generic to be useful. It lacked specifics, strong case examples, adequate statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book. If you have ever participated on a message board, read a blog, posted/read an online review, etc...this book won't tell you anything that you don't already know.

However, if you are looking for effective ways to market to the "Social Web" AKA Web 2.0 by the rest of the world, go elsewhere. This book is too generic to be useful IMHO. I gave this book two stars instead of one because it was well written, and unlike EVERY other marketing book I have ever read, it didn't remind you to go to the author's website every other page (In fact, I don't even remember him naming his website in the book, which is to be applauded, as you can tell this info was legitimately designed to help the reader, not just another marketing tool by the author as many marketing books are). I just feel the group that could be best helped with a book like this are intelligent people who don't keep up with technology, but know the basics. I found this more as an introduction to what Web 2.0 was than a "How to" book which is what I believed the book to be about based on the title.

I have read about a dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably more technologically advanced than anything this book has to offer...(IE: The "Social Web" as he puts it, Or Web 2.0, can affect hearts and minds. For example, you are reading this review before purchasing this book for some insight.)

To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or at best don't think there has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact and would have been interesting in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.

To be slightly more specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. While true, it just seemed a bit overboard. I, like several others found this book too generic to be useful. It lacked specifics, strong case examples, adequate statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book. If you have ever participated on a message board, read a blog, posted/read an online review, etc...this book won't tell you anything that you don't already know.

However, if you are looking for effective ways to market to the "Social Web" AKA Web 2.0 by the rest of the world, go elsewhere. This book is too generic to be useful IMHO. I gave this book two stars instead of one because it was well written, and unlike EVERY other marketing book I have ever read, it didn't remind you to go to the author's website every other page (In fact, I don't even remember him naming his website in the book, which is to be applauded, as you can tell this info was legitimately designed to help the reader, not just another marketing tool by the author as many marketing books are). I just feel the group that could be best helped with a book like this are intelligent people who don't keep up with technology, but know the basics. I found this more as an introduction to what Web 2.0 was than a "How to" book which is what I believed the book to be about based on the title.

I have read about a dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably more technologically advanced than anything this book has to offer...(IE: The "Social Web" as he puts it, Or Web 2.0, can affect hearts and minds. For example, you are reading this review before purchasing this book for some insight.)

To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or at best don't think there has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact and would have been interesting in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.

To be slightly more specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. While true, it just seemed a bit overboard. I, like several others found this book too generic to be useful. It lacked specifics, strong case examples, adequate statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book. If you have ever participated on a message board, read a blog, posted/read an online review, etc...this book won't tell you anything that you don't already know.

However, if you are looking for effective ways to market to the "Social Web" AKA Web 2.0 by the rest of the world, go elsewhere. This book is too generic to be useful IMHO. I gave this book two stars instead of one because it was well written, and unlike EVERY other marketing book I have ever read, it didn't remind you to go to the author's website every other page (In fact, I don't even remember him naming his website in the book, which is to be applauded, as you can tell this info was legitimately designed to help the reader, not just another marketing tool by the author as many marketing books are). I just feel the group that could be best helped with a book like this are intelligent people who don't keep up with technology, but know the basics. As a high tech kinda guy, it wasn't for me.

I have read about a dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably more technologically advanced than anything this book has to offer...(IE: The "Social Web" as he puts it, Or Web 2.0, can affect hearts and minds. For example, you are reading this review before purchasing this book for some insight.)

To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or at best don't think there has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact and would have been interesting in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.

To be slightly more specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. While true, it just seemed a bit overboard. I, like several others found this book too generic to be useful. It lacked specifics, strong case examples, adequate statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book. If you have ever participated on a message board, read a blog, posted/read an online review, etc...this book won't tell you anything that you don't already know.

However, if you are looking for effective ways to market to the "Social Web" AKA Web 2.0 by the rest of the world, go elsewhere. This book is too generic to be useful IMHO.

I have read about a dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably more technologically advanced than anything this book has to offer...(IE the "Social Web" as he puts it can affect hearts and minds)

To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or don't think their has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.

To be specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. I, like several others found this book too generic to be useful. It lacked specifics, strong case examples, adequate statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book. If you have ever participated on a message board, read a blog, posted/read an online review, etc...this book won't tell you anything that you don't already know.

However, if you are looking for effective ways to market to the "Social Web" AKA Web 2.0 by the rest of the world, go elsewhere. This book is too generic to be useful IMHO.

I have read about 2 dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably aware of everything this book has to offer.

To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or don't think their has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.

To be specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. I, like several others found this book too generic to be useful. It lacked specifics, strong case examples, adequate statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book. If you have ever participated on a message board, read a blog, etc...this book won't tell you anything that you odn't already know.

However, if you are looking for effective ways to market to the social web, go elsewhere. This book is too generic to be useful IMHO.

I have read about 2 dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably are aware of everything this book has to offer.

To me it seemed as if the book was written for very large company marketers who are 60+ years of age and are not familiar with the internet. I don't mean to be rude, but this book really seemed like something that would have had an impact in about 2003. The fact that this book was written and released in the last year amazed me.

To be specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." I, like several others found this book too generic to be useful. It lacked specifics, strong case examples, statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book.

However, if you are looking for effective ways to market to the social web, go elsewhere. This book is too generic to be useful.

I spend a great deal of time presenting social media concepts to marketing and agency professionals. This is a great book to help marketers build a solid understanding of key concepts and be prepared to make informed decisions. Marketing to the Social Web is an important tool for the arsenal.

I've just read this book and it left me a good taste of mouth. However it would be great that the book (or any book related to this topic) talk about the latin american Social Webs. I'm from Mexico and unfortunately I haven't found any book and/or article that talk about blogging, forum, among other social web in latin america.

This book gave me a lot of tips and an excellent starting point to begin my research in latin american market.

As I work at a Social Media Company, I purchased this book as a reference to create powerpoint presentation to explain to Social Media my clients.

It is a great book with a perfect explanation about how to create a marketing strategy to this new media.

I strongly recomend to everyone who is looking for understand this new environment created by the internet.

Larry Weber has a way with words and he cuts to the chase in this book on what needs to be done to keep your company on the cutting edge of social marketing. If you feel like you're 'out of the loop' in today's marketing and public relations world, read this book... if you feel your company is doing it all it can do but not achieving the results you'd expect, you're going to find insights here that you'll be able to use immediately. Worth a read whether a business veteran or a college student ready to make your way in the pr and marketing world!

When I first picked up this book to read, my first though was "I am in mobile marketing, not sure this will apply to me." However, in the first few pages it became clear that this book is VERY relevant to mobile as well as just the web.

Basically, the premise Larry puts forth is that marketers have to become good at aggregating social networks. If you don't already know what these are and why they are getting a lot of attention, this is the book for you. Not only does the book do a good job at explaining social networks and their role in marketing, but unlike a lot of other books that espouse a lot of theory, this book gives a lot of examples - often more than one per topic/idea - and the actual mechanics of how to create social networks.

The book is very well written and easy to read. Might be too much detail for the person who is casually interested, but then you can just read the first few chapters and keep the book as a reference for when you are ready to implement.

Great book, I recommend it as part of any marketer's bookshelf.

I ordered this as required reading for my marketing strategy class. It's interesting, though I had a hard time finishing the book If it would have been 50 pages shorter it would have been perfect. It's something that all marketers should read, and anyone who's using (or not using) the internet as a marketing tool should check out. It brings up good points and shows you how the web can and needs to be applied as a new form of communicating with your market.

If you are perplexed by the light speed evolution of marketing on the Web, this book is for you. The author is has been deeply involved in the Web since the beginning of time, on both the technical and business fronts. Thus,Weber paints a very clear picture of how social media evolved, what it looks like, how businesses should use it, and where it is going. The book provides a lot of detail and advice to help marketing professionals understand things like-

The differences between traditional and new media.
How to engage customers in real conversations.
How to target customers in the social Web.
How to implement social marketing strategies.
What mistakes to avoid in social marketing (based on case study examples.)
How to vibrant customer communities.
Blogging.

Weber's practical advice for marketers is spot on, but what really struck me is the conceptual framework he provides. He sees the social Web as an integrated whole, which is very important. You can't understand how to effectively use the pieces of the social Web - blogs, microsites, social network sites, etc. - until you see how all the pieces fit together.

Weber's model of the marketing department of the future is fascinating. For starters, he envisions the CMO having a director of paid media and a director of unpaid media. This in itself is a great concept that will help companies prevent the stovepiping of individual social Web initiatives and ensure new media and old media programs are likewise integrated. Right now, old reporting structures are making it difficult for companies tap into the power of new marketing tools at their fingertips.

In Marketing to the Social Web, Larry Weber provides an effective framework to further the understanding of the customer engagement process on the social web. This book will help many companies better appreciate that the command and control mode of communication has been rendered obsolete by social networks and that customers are more and more dictating the terms or engagement in terms of time, place and frequency. However, I would have liked a deeper look at how one converts social conversations and relationships in leads and revenue!

In Marketing to the Social Web, Larry Weber provides an effective framework to further the understanding of the customer engagement process on the social web. This book will help many companies better appreciate that the command and control mode of communication has been rendered obsolete by social networks and that customers are more and more dictating the terms or engagement in terms of time, place and frequency. However, I would have liked a deeper look at how one converts social conversations and relationships in leads and revenue!

When we think of viral marketing, we tend to think of Hotmail, Skype, YouTube, Facebook, MySpace...All of them were started by entrepreneurs and provided free services. They also had some kind of shock value. Larry Weber in his book brings a new concept for creating controlled viral effects. This is something that established corporations too can practice. By following Larry Weber's approach you don't have to seed your creative and then pray for results. You very much control your destiny as you go along.

Reading Larry Weber's recent book, Marketing to the Social Web, I was relieved to discover sound, practical advice for generating conversations on the web. As a Global Marketing student, I am continually looking for suggested strategies and framework necessary to implement an effective marketing campaign.

Weber outlines various issues companies grapple with when approaching the web, such as, legality issues surrounding consumer comments, employee blogging backlash, moving consumers to your company's site, and how to generate conversations. He finishes with closing thoughts on Web 4.0, calling it to `emotive' web, the location where emotions, experience and fulfillment will develop from the interactive and rich media environment. He leaves the reader with a greater sense of the workings of the web, while still leaving food for thought.

This book goes into detail about the possibilities behind marketing to the social web. It's more about how to interact with your customers and the social ties that bind them to determine the next steps in marketing and product development. It's also a good way to attract and interact with them in a more personal way than every done before in traditional marketing. The book is full of examples and case studies with usable techniques even for smaller companies who might not have as much to invest.

Larry Weber lives five years in the future, so if you want to know where marketing is going, ask him. This book is about how businesses will market after they finally concede that they've lost control of the message. Once you come to grips with the fact that customers are dictating the terms of engagement, you can have wonderfully rich conversations with them that lead to meaningful relationships. Stop spewing and start conversing. Larry Weber tells you how. This book is forceful, opinionated, passionate and very relevant to the challenges and opportunities that face marketers in the coming years.

I just finished writing a book review for The New Influencers by Paul Gillin (ISBN: 1884956653). I mention this because I think the instant book is one that should be read along with Gillin's book. Both books are great! And both books are about marketing, the new social media, and how to use the Web effectively to promote yourself, your business, or whatever.

Marketing to the Social Web can include one or all of the following: (1) reputation aggregators, (2) blogs, (3) e-communities, and (4) social networks. This book explains each and how they can help you in your marketing efforts. I personally like blogs and social networks the best. They are easier and cheaper to create than the other two. E-communities can cost a bunch to create, monitor, and maintain. And reputation aggregators are search engines and directories. Not something that I'm interested in creating.

My favorite chapters were 1-3 and 12-16. I found chapter 4 to be kind of the odd-ball out in the book. Maybe it was necessary? Maybe not? And I thought chapters 5-11 were wonderful and added much content to the book. But they did not set my world on fire. Maybe they should have been saved as the final seven chapters?

I highly recommend this book to those who want to move away from straight traditional marketing and into new media marketing. 5 stars!