Everyone knows about blogs and social networks such as Facebook and Twitter. And they've heard about someone who has used them to grow a huge customer base. Everyone wants to be hands-on, grassroots, and interactive. But what does this mean? And more to the point, how do you do it?While The Whuffie Factor traverses the landscape of Web 2.0 and shows how to become a player, it is not just another book about online marketing. People see the huge business potential of the online world and the first impulse is: let's throw a bunch of money at it. To which Tara Hunt says: "Stop! Money isn't the capital of choice in online communities; it is whuffie---social capital---and how to raise it is the heart of this book." In the Web 2.0 world, market capital flows from having high social capital. Without whuffie you lose your connections, and any recommendation you make will be seen as spam---met with negative reactions and a loss of social capital. The Whuffie Factor provides businesspeople with a strategic map and specific tactics for the constantly evolving, elusive, and strange world of online communities. Tara Hunt reveals how social networking has more influence over buying decisions than any other marketing tool and how businesses can tap into the vast world of Web 2.0 to build an unshakable foundation for 21st-century-style online success.More
As marketing expert Tara Hunt wryly notes, organizations that succeed on the Internet tend to specialize in one of three areas: "Porn, luck, or whuffie". For those hoping to control their company’s online fate (without resorting to more prurient tactics), whuffie is Hunt’s clever catchall for an organization’s internet image, social capital, and networking prowess. In The Whuffie Factor Hunt shows listeners that the currency of Internet marketing isn’t money - its whuffie: an "open conversation" that invites people in and avoids the trust-killing aggression of spam. Decorated performer Karen White captures Hunt’s playful wit and laidback marketing savvy. As a multiple Audiofile’s Best Voices honoree and three time Best Audiobook of the Year winner, White is no slouch herself when it comes to effective communication.
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My Whuffie May Go Down, But ....