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.

The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organization.