Contents
Part One: Attraction: Your Essential Content Marketing Strategy
Chapter 1: How the Social Web Works
Search Engine Optimization for Regular People
Freshness and Authority for Relevance and Influence
Facebook and the Wisdom of Friends
Social Graphs—The Secret You Need to Know
Chapter 2: Designing Your Business Around Social
Customer Service is Moving Online
Sustaining a Business in the Trust Economy
Getting Customers to Know Your Business
Likeable is for Brands; Friendly is for Businesses
Chapter 3: Every Business Is Now a Media Company
Your Collective Business Channel
How Blogging Makes Your Business Better
Website Architecture for Your Content
The Responsibilities of a Media Company
Part Two: Engagement: Social Networking and Marketing
Chapter 4: Communities Are the New Markets
When the Business is the Community
Each Social Channel is a Distinct Community
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