Social Media Resources

Everywhere: Comprehensive Digital Business Strategy for the Social Media Era

Although its impact was first felt in the marketing department, the social web is spreading across all business functions, influencing the way employees communicate, operate, organize, and create value. Larry's fourth book, EVERYWHERE: Comprehensive Digital Business Strategy for the Social Media Era, explores this evolutionary development and provides a comprehensive guide for forward thinking executives looking to leverage the power of the social web across their entire organization.

EVERYWHERE examines the factors and practices that enable businesses to gain competitive advantage and thrive in this new media era, as evidenced by academic research; interviews with social media savvy executives; and case studies from leading global digital organizations like Starbucks, Sony, Dell, SAP, IBM, P&G, ARM and companies "born on the web" such as Threadless and Naked Pizza. EVERYWHERE was published by John Wiley & Sons in March 2011.

Sticks & Stones

A good reputation is a company’s or an individual’s most important asset, yet it never appears on the balance sheet or in the checking account. Reputation equity is the total sum of the positive impressions that you, or your product, service, brand or organization makes on its stakeholders. As you build your reputation through what you do, you build your reputation equity. The stronger the reputation equity, the more easily it can overcome attacks.

Published in July 2009, Sticks & Stones: How Digital Business Reputations Are Created Over Time and Lost in a Click describes the process and techniques by which individuals, entrepreneurs, and senior executives can build and maintain reputation equity in this rapidly changing digital landscape.

Marketing to the Social Web

First published in 2007 with a second edition in 2009, Marketing to the Social Web: How Digital Customer Communities Build Your Business quickly became a best-selling guide on how to build businesses online. The book addresses the decline of traditional advertising and helps marketers navigate an 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.

Marketing to the social web - which Larry defines as any web site that allows and posts outside contributions - does not require executives to forget everything they know about marketing. It does, however, require them to open their minds to new possibilities, social change, and rethinking past practices. Rather than talking at customers, marketers should talk with them.