Larry’s second book, Marketing to the Social Web: How Digital Customer Communities Build Your Business, is a bestselling guide on how to build business online. The book addresses the decline of television advertising and helps marketers navigate the evolving digital world of blogs, reputation aggregators, social networks and e-communities. It directs marketers to create online environments to which people want to belong. Numerous colleges and universities have integrated Marketing to the Social Web into their curricula.
The social web has become even more prevalent and powerful since 2007 and the second edition keeps up with this growth. In the new Foreword, Wikipedia founder Jimmy Wales describes Weber’s work as “a timely read.” A new chapter, “Does Facebook Matter?”, discusses Facebook as a valuable marketing tool and not simply a free-access social network. Interviews with entrepreneurs Jeremy Allaire of Brightcove and Marcel Lebrun of Radian6, among others, address new media and developments in measurement tools.
Marketing to the Social Web was published by John Wiley & Sons in June 2007 with a second edition in February 2009.