Social Media Marketing For Dummies
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Social Media Marketing For Dummies

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Social Media Marketing For Dummies provides an indispensable resource for small businesses and start-ups looking for low-cost online marketing strategies, as well as for marketers in larger companies ...

Social Media Marketing For Dummies provides an indispensable resource for small businesses and start-ups looking for low-cost online marketing strategies, as well as for marketers in larger companies who want to be more involved with social media. Learn which social media site best fits you and your business and how to:

- Use Twitter, blogs, Facebook, and other social media outlets to full advantage

- Create your own online spokesperson for your brand

- Identify social media sites that appeal to your target audience

- Tell which social platform works for which objectives

- Develop a unique, Google-able voice in social media

- Optimize your page to attract clicks and customers

- Set up a program to assess your success and measure your results

Social Media Marketing helps you learn the art of social media marketing to build your business to its full potential.

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Social Media Marketing For Dummies Social Media Marketing For Dummies Document Transcript

  • Social Media Marketing ® For Dummies Introduction and Table of Contents ISBN: 978-0-470-28934-1 Copyright of Wiley Publishing, Inc. Indianapolis, Indiana Posted with Permission
  • Introduction O n August 23, 1999, Blogger launched as one of the earliest dedicated blog-publishing tools. At that time, social media was considered a niche activity on the fringes of the Internet. But today, Blogger is the 16th most popular site on the Internet, hosting millions of blogs. In a span of three years, Facebook has grown to over 200 million users, and Wikipedia, for all practical purposes, has replaced Britannica as an encyclopedia. Social media is today the most important phenomena transforming the Internet. There is more to it than the phenomena, though. It also presents unique marketing opportunities, which force marketers to revisit the core guiding principles of marketing while providing new ways to reach social influencers and allow for people to influence each other and do the marketing for the brand. Social influence marketing (SIM) forces companies to rethink how they market online, to whom they market, and how to structure their own organi- zations to support these new marketing opportunities. For anyone involved with social influence marketing — and Internet marketing, more broadly — this is indeed an exciting time. Social Media Marketing For Dummies is written to help you make sense of the madness. Because it’s such a hot topic, the press and the experts alike are quick to frighten marketers, like you, and introduce new terminology that confuses rather than enlightens. This book cuts through all that noise and simply explains what social influence marketing is and how you can harness it to achieve your objectives as a marketer. It also aims to help you prioritize what’s important and what isn’t. About This Book The social influence marketing space is changing rapidly, so by very defini- tion, this book can’t be completely comprehensive. It does, however, aim to distill the core concepts, trends, tips, and recommendations down to bite- sized, easy-to-digest nuggets. As social influence marketing touches all parts of marketing and all parts of the Internet, too, (from traditional Web sites to social platforms to the mobile Web), based on your own experiences, you’ll find some sections more valuable than others.
  • 2 Social Media Marketing For Dummies As you read this book, keep in mind that the way people influence each other online and impact purchasing and brand affinity decisions is similar to the way they’ve done for thousands of years in the real world. The technol- ogy is finally catching up, and social influence marketing is fundamentally about allowing and encouraging that behavior to happen in a brand-positive manner online, too. This book helps you understand why social media matters to marketers and how you can harness it to directly impact your own marketing efforts in meaningful ways. Targeted at both marketers in large organizations and those of you who work in small businesses or run small businesses, it includes advice for every business scenario. Conventions Used in This Book To make the book easier to read, I use the following conventions: ✓ Social influence marketing is sometimes abbreviated SIM. So whenever you see SIM, think social influence marketing! ✓ The terms social media marketing and social influence marketing are used interchangeably in the book, and that’s largely because this is a book about both social media and the social influencers who are active within that media. ✓ When you see URLs (Web addresses) appearing within a paragraph, caption, or table, they look like this: www.dummies.com. Foolish Assumptions In writing this book, I imagined someone pulling a copy off a bookshelf in a Barnes and Noble or Borders and scanning it to see whether it’s a valuable guide. And I wondered what that person would need to know to find this book interesting. Here are some of the assumptions I came up with about you: ✓ You have a computer with Internet access. ✓ You’ve visited a social media site like Facebook or Twitter. ✓ You’re working in marketing or want to join the marketing field.
  • Introduction 3 ✓ You have customers or prospective customers who use the Web frequently. ✓ You sell a product or service that you can market online. ✓ You’re curious about social media and whether it changes marketing. How This Book Is Organized This is book is divided into four distinct parts. As you progress through the chapters, you’ll move from learning the fundamentals of social influence mar- keting to practical strategies for implementing SIM programs and campaigns for your brand. Rather than have separate chapters for marketers at small businesses versus large corporations, each chapter addresses the circumstances of both using the differences between the two to explain the core concepts more strongly. And unlike most books that deal with social influence marketing, this book looks at every dimension of the field holistically, with chapters dedicated to using SIM techniques on your Web site, in marketing campaigns, on mobile devices, and behind your company’s firewall. Part I: Getting Social with Your Marketing A common misconception about social influence marketing is that it’s fun- damentally about marketing on social platforms such as Facebook, Twitter, MySpace, and YouTube. But that’s not the case, and Part I lays out the land- scape of SIM, places it in the context of other forms of marketing, and then walks you through different stages of the marketing funnel. With important statistics on the size of the social Web and consumer online media consumption, this section also explains why SIM matters. Part II: Practicing SIM on the Social Web Part II is very much the practitioner’s part, explaining the nuts and bolts of SIM campaigns, including planning for them, managing participation, seeding viral video clips, and tips and tricks for turning a crisis to your advantage.
  • 4 Social Media Marketing For Dummies The chapters in this section also detail how, exactly, you can market on the mainstream and niche social platforms, what each platform allows you to do, and the best way to manage your influencers. Part III: Old Marketing Is New Again with SIM In Part III, you learn how to transform your own Web site to allow for social influence marketing. I also explain what it means to be an authentic and engaged advertiser — in other words, how to take your existing advertising efforts social and get more mileage out of them. The chapters on mobile marketing and employee influence explain how you can encourage your employees to road test your SIM efforts. I also emphasize that you can’t ignore the mobile Web today. And finally, the chapter on met- rics explains how you can easily measure all your SIM efforts. Part IV: The Part of Tens And lastly, the Part of Tens, as with all For Dummies books, lists ten key SIM best practices that you must absolutely pay attention to. Also included are ten common mistakes — mistakes made by the best of us who have been practic- ing SIM time and again. The section ends with ten must-read blogs that will keep you updated with the world of SIM and digital marketing more broadly. Icons Used in This Book In the margins of the book, you’ll find these icons helping you out: Whenever I provide a hint that makes an aspect of social influence marketing easier, I mark it with a Tip icon. The Remember icon marks paragraphs that contain a friendly reminder.
  • Introduction 5 Heed the warnings marked with the Warning icons to avoid potential disaster. Whenever I get technically inclined, I mark the paragraph with a Technical Stuff icon. If you’re not technically inclined, you can skip these nuggets of info. Where to Go from Here The book is designed such that you can quickly jump to a specific chapter or section that most interests you in a particular moment. You don’t have to start with the first chapter — although, if you’re new to social influence mar- keting, I recommend that you do so. Understanding the foundation of social influence marketing (which I explain in the early chapters) will help you better apply the techniques that you learn in the later ones to the specifics of your business.
  • 6 Social Media Marketing For Dummies
  • Contents at a Glance Introduction ................................................................ 1 Part I: Getting Social with Your Marketing .................... 7 Chapter 1: Understanding Social Influence Marketing .................................................. 9 Chapter 2: The Lay of the SIM Land .............................................................................. 27 Chapter 3: Getting in the Social Influence Marketing Frame of Mind........................ 55 Part II: Practicing SIM in the Social Web .................... 71 Chapter 4: Launching SIM Campaigns ........................................................................... 73 Chapter 5: Developing Your SIM Voice ......................................................................... 89 Chapter 6: Reaching Your Audience and Their Influencers on the Major Social Platforms ................................................................................... 105 Chapter 7: Marketing via Niche Networks and Online Influencers ......................... 125 Chapter 8: Accounting for the Influencers.................................................................. 139 Part III: Old Marketing Is New Again with SIM ......... 153 Chapter 9: Practicing SIM on Your Web Site .............................................................. 155 Chapter 10: Becoming an Authentic and Engaged Advertiser ................................. 171 Chapter 11: Building a SIM Mobile Campaign ............................................................ 187 Chapter 12: Energizing Employees within Your Company for Social Influence ...................................................................................................... 209 Chapter 13: Applying Metrics to the SIM Realm ........................................................ 225 Part IV: The Part of Tens .......................................... 245 Chapter 14: Ten SIM Best Practices............................................................................. 247 Chapter 15: Avoiding Ten Common Mistakes ............................................................ 253 Chapter 16: Ten SIM-Related Must-Read Blogs .......................................................... 259 Index ...................................................................... 263
  • Table of Contents Introduction ................................................................. 1 About This Book .............................................................................................. 1 Conventions Used in This Book ..................................................................... 2 Foolish Assumptions ....................................................................................... 2 How This Book Is Organized .......................................................................... 3 Part I: Getting Social with Your Marketing ........................................ 3 Part II: Practicing SIM on the Social Web ............................................ 3 Part III: Old Marketing Is New Again with SIM .................................... 4 Part IV: The Part of Tens ....................................................................... 4 Icons Used in This Book ................................................................................. 4 Where to Go from Here ................................................................................... 5 Part I: Getting Social with Your Marketing..................... 7 Chapter 1: Understanding Social Influence Marketing. . . . . . . . . . . . . .9 Defining Social Influence Marketing ............................................................ 10 Understanding the fundamentals of influence ................................. 11 Considering the types of influencers................................................. 12 Influencing on digital platforms ......................................................... 15 Comparing Social Influence Marketing with Other Marketing Efforts .... 16 Direct mail............................................................................................. 17 Public relations .................................................................................... 17 Display advertising .............................................................................. 19 Promotions ........................................................................................... 20 Taking Social Influence Beyond Marketing ................................................ 21 Using social influencers to mobilize .................................................. 22 Marketers as better corporate citizens............................................. 23 Social graphs for social change ......................................................... 24 Chapter 2: The Lay of the SIM Land. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Measuring the Size of the Social Web ......................................................... 27 Measuring blogosphere activity ........................................................ 29 Social network usage ........................................................................... 30 Measuring YouTube, Flickr, and Wikipedia popularity .................. 32 Identifying High-Traffic Sites ........................................................................ 33 Measuring traffic across the mainstream Web ................................ 34 Measuring traffic on the social Web .................................................. 35 Measuring Internet usage on mobile devices................................... 38
  • x Social Media Marketing For Dummies Classifying Consumer Activities .................................................................. 39 Researching Your Customers’ Online Activities ....................................... 43 Analyzing Competitor Efforts ....................................................................... 47 Setting up Google Alerts .................................................................... 47 Setting up Twitter alerts ..................................................................... 48 Monitoring blogosphere conversations ........................................... 49 Monitoring social networks ............................................................... 49 Tracking competitor Web sites ......................................................... 50 Researching Your Competitor’s Campaign Support ................................ 50 Conducting qualitative research........................................................ 50 Running surveys and quantitative research .................................... 51 All Consumers Are Not Created Equal ........................................................ 53 Chapter 3: Getting in the Social Influence Marketing Frame of Mind . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55 Putting SIM in the Context of the Marketing Funnel ................................. 55 SIM at the awareness stage................................................................. 57 SIM at the consideration stage ........................................................... 59 SIM at the preference stage ................................................................ 61 SIM at the action stage ........................................................................ 63 SIM at the loyalty stage ....................................................................... 64 Treating SIM Differently from Brand Marketing ........................................ 66 SIM in the context of brand marketing.............................................. 67 SIM in the context of direct response ............................................... 68 Tying SIM with brand marketing and direct response .................... 69 Part II: Practicing SIM in the Social Web ..................... 71 Chapter 4: Launching SIM Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . .73 Discovering the Types of SIM Campaigns .................................................. 73 Blogger outreach.................................................................................. 74 UGC contests ........................................................................................ 74 Sponsored virtual gifts ........................................................................ 75 Brand utilities ....................................................................................... 75 Podcasting ............................................................................................ 76 Sponsored conversations ................................................................... 76 Recognizing What Makes a Good SIM Campaign ....................................... 77 Define your objectives......................................................................... 78 Execute for influence ........................................................................... 78 Create partnerships ............................................................................. 79 Track the results .................................................................................. 80 Participating — Four Rules of the Game .................................................... 81 Be authentic.......................................................................................... 81 Operate on quid pro quo basis .......................................................... 82 Give participants equal status ........................................................... 83 Let go of the campaign ........................................................................ 84 Killing the Campaign Expiry Date ................................................................ 84
  • Table of Contents xi Monitoring Brands and Conversations ....................................................... 86 Responding to Criticism ............................................................................... 88 Chapter 5: Developing Your SIM Voice . . . . . . . . . . . . . . . . . . . . . . . . . .89 Figuring Out Why You Need a SIM Voice.................................................... 89 Defining SIM Voice Characteristics ............................................................. 90 Multiple and authentic ........................................................................ 91 Transparent and easy to find ............................................................. 91 Engaging and conversational ............................................................. 91 Social Web savvy ................................................................................. 92 Unique to the person ........................................................................... 92 Distinguishing Between SIM Voices and Brand Voices ............................ 92 Outlining SIM Voice Objectives ................................................................... 93 Choosing the Owner of Your Organization’s SIM Voice ........................... 95 Twintern ................................................................................................ 96 CEO ........................................................................................................ 97 CMO ....................................................................................................... 97 Social media lead ................................................................................. 98 PR manager ........................................................................................... 98 Agency ................................................................................................... 99 Other external voices .......................................................................... 99 Crowdsourcing SIM Voices with Guidelines ............................................ 100 Chapter 6: Reaching Your Audience and Their Influencers on the Major Social Platforms. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .105 Finding the Right Platforms........................................................................ 106 Looking at Marketing Strategies for Facebook ........................................ 108 Traditional banner advertisements ................................................. 109 Social advertisements ....................................................................... 109 Sponsored stories .............................................................................. 110 Gift sponsorships ............................................................................... 110 Facebook pages .................................................................................. 111 Facebook events ................................................................................ 111 Facebook applications ...................................................................... 113 Facebook groups ................................................................................ 113 Facebook Connect ............................................................................. 113 Discovering Marketing Strategies for MySpace ....................................... 115 MySpace ads ....................................................................................... 115 MySpace Apps .................................................................................... 115 MySpace Music................................................................................... 116 MySpace profile.................................................................................. 116 MySpace & OpenID ............................................................................ 117 Marketing on Twitter .................................................................................. 118 Twitter handles .................................................................................. 119 Searches .............................................................................................. 119 Responses ........................................................................................... 119 Following and followers .................................................................... 120 Sponsored tweets .............................................................................. 121
  • xii Social Media Marketing For Dummies Creating a YouTube Strategy ..................................................................... 121 Always create a customized channel .............................................. 121 Create custom content for YouTube ............................................... 122 Tag and categorize all your clips ..................................................... 122 Promote your video with YouTube E-mail and Bulletins ............. 123 Video responses: The social currency of YouTube ...................... 123 Joining YouTube Groups .................................................................. 123 Have some fun, too ............................................................................ 123 YouTube subscribers ........................................................................ 124 Chapter 7: Marketing via Niche Networks and Online Influencers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125 Exploring the Niche Social Networks ........................................................ 125 Finding the Right Social Platforms ............................................................ 127 Classifying the social platforms ....................................................... 127 Understand your customers............................................................. 128 Research the platforms ..................................................................... 129 RFP the vendors ................................................................................. 131 Evaluate and plan strategically ........................................................ 133 Moving Beyond the Platforms and the Blogosphere .............................. 134 Social advertising network ............................................................... 134 Appvertisement providers................................................................ 134 Blogger networks ............................................................................... 135 Taking Care of the Unpaid Media Basics .................................................. 135 Wikipedia ............................................................................................ 136 Flickr .................................................................................................... 136 Delicious.............................................................................................. 136 Digg ...................................................................................................... 137 Message boards ................................................................................. 137 Chapter 8: Accounting for the Influencers. . . . . . . . . . . . . . . . . . . . . . .139 Knowing the Expert Influencers................................................................. 139 Reaching the Expert Influencers ................................................................ 142 Tapping into the Referent Influencers ...................................................... 144 Anonymous referent influencers ..................................................... 145 Known referent influencers .............................................................. 145 Reaching the Referent Influencers ............................................................ 145 Social graph analysis ......................................................................... 146 Cookie data ......................................................................................... 147 Web site behavior .............................................................................. 147 Tapping into the Positional Influencers.................................................... 147 Understand the circles of influence around your customers ...... 148 Let consumers shape and share the experience ........................... 148 Articulate your product benefits for multiple audiences ............. 149 Fish where the fish are ...................................................................... 149 Badges and promotions .................................................................... 149 Friends and family incentives .......................................................... 150
  • Table of Contents xiii Translating Influence to the Offline World ............................................... 150 Put your customer reviews in your stores ..................................... 151 Marry social influence marketing with events and PR .................. 151 Measure online buzz and offline influence ..................................... 151 Connect influencers at meet-ups ..................................................... 152 Treat your stores as cybercafés ...................................................... 152 Put Twitter on the big screen ........................................................... 152 Part III: Old Marketing Is New Again with SIM .......... 153 Chapter 9: Practicing SIM on Your Web Site . . . . . . . . . . . . . . . . . . . .155 Moving Away from Microsites ................................................................... 156 Making the Campaign and the Web Site Work Together ........................ 156 Treating your Web site as a hub not a destination ....................... 156 Linking prominently to your presence on social platforms ......... 157 Promoting campaigns on your Web site home page..................... 158 Encouraging deeper interaction through your Web site .............. 159 Asking customers to critique the campaign................................... 159 Rethinking Your Web Site ........................................................................... 160 Product pages .................................................................................... 160 News and events pages ..................................................................... 162 About us and contact us pages ........................................................ 163 Private online communities .............................................................. 165 Bringing the Social Graph to Your Web Site ............................................ 166 Tips and Tricks for Web Site SIM .............................................................. 169 Aggregating information for your consumer .................................. 169 Articulating product benefits better ............................................... 170 Amplifying the favorite business stories ........................................ 170 Aligning your organization into multiple, authentic voices ......... 170 Chapter 10: Becoming an Authentic and Engaged Advertiser. . . . . .171 Social Advertising: A Potential Online Advertising Game Changer ...... 171 Appvertisements and How They Can Work for You ............................... 173 Emotional ............................................................................................ 174 Engaging .............................................................................................. 174 Social ................................................................................................... 175 Simple .................................................................................................. 175 Getting Your Appvertisement Noticed ..................................................... 176 Joining an appvertisement network ................................................ 176 Seeding your appvertisement .......................................................... 177 Making Paid and Earned Media Work Together ...................................... 178 Working harder to gain attention .................................................... 179 Making paid media jump-start earned media initiatives .............. 180 Tips and tricks for campaigns .......................................................... 182
  • xiv Social Media Marketing For Dummies SIM Working with TV .................................................................................. 184 Awareness through TV, engagement via the Internet ................... 184 Awareness, engagement, and conversion with television ............ 185 Chapter 11: Building a SIM Mobile Campaign . . . . . . . . . . . . . . . . . . .187 Looking at Consumer Trends in Mobile .................................................. 187 It’s more than a telephone; it’s a portal to the world and the consumer .......................................................................... 188 The release and adoption of smarter phones ............................... 189 Understanding the Many Paths within the Mobile Channel .................. 191 Keeping in Mind Mobile Phone Capabilities ........................................... 194 It’s a snap: Using the camera............................................................ 194 Location, location, location .............................................................. 194 Near-field communications and RFID .............................................. 195 Phone interaction .............................................................................. 195 Fitting Mobile into Your Social Media Practices ..................................... 197 Defining mobile marketing and its place within the social media context ................................................................................. 198 Uniting mobile marketing with social media .................................. 199 Supporting a cause ............................................................................ 199 Building Your Own Mobile-Enabled Communities .................................. 201 Leveraging existing online communities ........................................ 201 Creating your own social offerings: applications and widgets galore................................................................................. 203 Adding Social Media Elements to Mobile ................................................. 205 Portable social graphs ...................................................................... 205 Searching with mobile ....................................................................... 205 Harnessing Mobile to Support Social Media ............................................ 206 Chapter 12: Energizing Employees within Your Company for Social Influence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .209 Encouraging Your Employees to Collaborate .......................................... 210 Rewarding teams................................................................................ 211 Treating everyone equally ................................................................ 211 Trusting your employees .................................................................. 212 Creating the right culture ................................................................. 212 Placing a premium on groups with a purpose ............................... 212 Avoiding excessive snooping ........................................................... 212 Picking Social Software for Social Influence ............................................. 213 Enterprise software ........................................................................... 213 Emergent enterprise social software .............................................. 214 Small-scale social software ............................................................... 215 Consumer social software ................................................................ 216 Using Prediction Markets to Pick Winners ............................................... 217
  • Table of Contents xv Rethinking Intranet ...................................................................................... 219 Getting rid of the buzzwords ............................................................ 219 Don’t try to control too much .......................................................... 220 Surfacing the connections ................................................................ 220 Taking search social, too .................................................................. 220 Allowing alternate access ................................................................. 221 Promoting the value of historical record ....................................... 222 Giving your intranet a pulse ............................................................. 222 Making the goal to de-structure and de-organize .......................... 223 Giving employees other choices ...................................................... 223 Chapter 13: Applying Metrics to the SIM Realm . . . . . . . . . . . . . . . . .225 A Core Measure of Social Influence Marketing ........................................ 226 Considering Influencer-Specific Metrics ................................................... 230 Evaluating Each Platform’s Metrics .......................................................... 232 Facebook ............................................................................................. 233 YouTube and video clips .................................................................. 236 Twitter ................................................................................................. 238 The blogosphere ................................................................................ 241 Widgets and social applications ...................................................... 241 Website community metrics ............................................................ 242 Other metrics to consider ................................................................ 243 Part IV: The Part of Tens ........................................... 245 Chapter 14: Ten SIM Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . .247 Open Up Your Brand to Your Consumers, and Let Them Evolve It...... 247 Develop a SIM Voice without Silencing Other Voices that Support Your Brand................................................................................................ 247 Respond to Everything, Even If It Means You’re Up All Night .............. 248 Think Beyond the Obvious and Use SIM to Evolve Your Business ....... 248 Focus Not Just on Social Media but on Social Influencers ..................... 249 Structure Your Marketing Department for This Social World ............... 249 Take Your Organization with You, from the CEO to the Field Representative ................................................................................ 250 Conduct Many Small Tests Frequently and Build on Each One ............ 250 Capture Every Single Piece of Data that You Can ................................... 251 Make Mistakes, but Make Every Effort to Correct Them as Well .......... 251 Chapter 15: Avoiding Ten Common Mistakes . . . . . . . . . . . . . . . . . . . .253 Encroaching on Customers’ Time ............................................................. 253 Your Customers Don’t Want to Hear You ................................................ 253 Choosing the Wrong SIM Voices ............................................................... 254
  • xvi Social Media Marketing For Dummies Not Being Patient ......................................................................................... 254 Treating SIM in Isolation ............................................................................. 255 Having Only One Approach ....................................................................... 255 Thinking of SIM as a Channel ..................................................................... 256 Don’t Plan for the Worst ............................................................................. 256 Focusing on One Large Campaign ............................................................. 256 Forgetting to Reward Your Participants .................................................. 257 Chapter 16: Ten SIM-Related Must-Read Blogs. . . . . . . . . . . . . . . . . .259 Web Strategist .............................................................................................. 259 The Steve Rubel Lifestream........................................................................ 259 Chris Brogan................................................................................................. 260 Logic + Emotion ........................................................................................... 260 Conversation Agent ..................................................................................... 260 Influential Marketing Blog........................................................................... 261 The WOMMA Word ..................................................................................... 261 Advertising Age’s Digital Next.................................................................... 261 Apophenia .................................................................................................... 262 Going Social Now ......................................................................................... 262 Index ....................................................................... 263