Book Review: Advertising 2.0 – Social Media Marketing in a Web 2.0 World by Tracy L. Tuten

January 20, 2009 by  

Advertising 2.0: Social Media Marketing in a Web 2.0 World is a comprehensive look into the new models of advertising for business-to-business and business to consumer organizations. The book highlights specific companies and how through their use of the various modules, were able to create online relationships with current and future customers.

It is no surprise that advertising has changed drastically. Tracy L. Tuten, author and Associate Professor of Marketing at Longwood University, introduces the readers to the shifts through the emergence of social networking, virtual worlds, blogs, and online games. She clearly explains that companies must change tactics if they want to compete in 21st century advertising. She urges a thought shift away from advertising being viewed as one-way communication and towards what is called Brand Engagement.

Brand Engagement can happen on many different levels and in many different ways. Advertising 2.0 demonstrates best practices from the most popular social media websites while exploring methods that can take your company to the next level. While the book covers what might be considered obvious social media companies like MySpace and Facebook, it also has companies consider other means of building online relationships through consumer reviews and brand sponsored alternative reality games. By also considering social news communities and marketing a company can create an online word of mouth that becomes viral and grows on its own.

If you are new to social media marketing, this book will help you learn the basic vocabulary as well as introduce many different options a company can consider in determining the type of online marketing will be the most benefit.

Table of Contents:
1: Advertising Online: Engaging Consumers with Web 2.0
2: Socialcentricity and the Emergence of Social Media Marketing
3: Friendvertising: Advertising and Brand Building with Social Networks
4: Advertising in the Imagination: Social Virtual Networks and the “Vlobalization” of Brands
5: From Moments to Minutes: Advertising with Social Play
6: Influence the Influencers: Building Brands with Social News Media
7: Citizen Advertising: Consumer-Told Brand Folklore
8: In My Opinion: The Social Influence of Consumer Product Reviews
9: Social Fiction: Branding with Alternate Reality Games
10: Ads in Play: Immersing Brands In and Around Social Games
11: Social Media Impact: Balancing Metrics and Insight for Advertising Success

(This review was originally published on Blogcritics.)

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