The book that catches the crest of Web 2.0 and shows how any
business can harness its power by increasing whuffie, the store of
social capital that is the currency of the digital world.
Everyone knows about blogs and social networks such as Facebook
and Twitter, and has 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?
As one who has actually launched a company using the power of
online communities, and who now advises large and small companies,
Tara Hunt named by the San Francisco Chronicle, along with
luminaries Jimmy Wales and Tim O’Reilly, as a digital Utopian is
the perfect person to do this book.
While The Whuffie Factor will traverse the landscape of Web 2.0
and show 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 at 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 recommendations 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, to
some, strange world of on?line communities. By connecting with your
customers through community interaction, you’ll raise your social
capital, create demand, and sell more product. Consumer loyalty is
a direct result of whuffie. With great stories of online business
successes and cautionary tales of major missteps–recording
industry, anyone?–Tara Hunt reveals how social networking has more
influence over buying decisions than any other marketing tool and
how your business can tap into the vast world of Web 2.0 to build
an unshakable foundation for twenty-first-century-style online
success.
For those without millions–even thousands–to throw around, here
is a fresh perspective for using social networks to help build a
business whether you are a start-up or a Fortune 500 giant. Even
those in big rich companies need to learn how to be effective and
not waste their money. For them–as well as the entrepreneur–The
Whuffie Factor is an eye-opening guide to a world they probably
don’t understand all that well.
From the Hardcover edition.
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