Iníciate en el Marketing 2.0

Iníciate en el Marketing 2.0
Author: Enrique Burgos García
Publisher: Netbiblo
Total Pages: 162
Release: 2009-06
Genre: Internet marketing
ISBN: 8497453913

Este libro presenta los nuevos medios, los nuevos soportes, la nueva manera de acercarse y relacionarse con los consumidores. Se trata de un acercamiento práctico, no centrado en la tecnología, sino en las personas y en la mejor forma de utilizar las nuevas herramientas (los blogs, las redes sociales, los nanoblogs, el RSS o los marcadores sociales) para ayudar a las empresas a entender y moverse en estos nuevos entornos. En primer lugar se presenta el concepto de marketing relacional, para continuar detallando qué son, cómo funcionan y cómo se le puede sacar partido a las nuevas herramientas que ofrece Internet. El libro acaba con un Social Media Plan, la guía para la puesta en marcha de un modelo de presencia en la red. Estamos en un momento en que la gente toma posesión de Internet y ésta se convierte en social: los consumidores opinamos, conversamos, nos quejamos o recomendamos. Y las marcas empiezan a entender que es necesario estar atentas a lo que se dice, a lo que se cuenta, aunque los medios son nuevos y las estrategias y prácticas de marketing o comunicación tradicionales ya no sirven, de ahí la importancia del libro que tienes en tus manos. www.marketingdospuntocero.com

New Media

New Media
Author: Leah A. Lievrouw
Publisher: Taylor & Francis
Total Pages: 463
Release: 2009
Genre: Digital media
ISBN: 0415431603

Analytic Activism

Analytic Activism
Author: David Karpf
Publisher: Oxford University Press
Total Pages: 225
Release: 2016-11-01
Genre: Political Science
ISBN: 0190266155

Among the ways that digital media has transformed political activism, the most remarkable is not that new media allows disorganized masses to speak, but that it enables organized activist groups to listen. Beneath the waves of e-petitions, "likes," and hashtags lies a sea of data - a newly quantified form of supporter sentiment - and advocacy organizations can now utilize new tools to measure this data to make decisions and shape campaigns. In this book, David Karpf discusses the power and potential of this new "analytic activism," exploring the organizational and media logics that determine how digital inputs shape the choices that political campaigners make. He provides the first careful analysis of how organizations like Change.org and Upworthy.com influence the types of political narratives that dominate our Facebook newsfeeds and Twitter timelines, and how MoveOn.org and its "netroots" peers use analytics to listen more effectively to their members and supporters. As well, he identifies the boundaries that define the scope of this new style of organized citizen engagement. But also raising a note of caution, Karpf identifies the dangers and limitations in putting too much faith in these new forms of organized listening.

The Meme Machine

The Meme Machine
Author: Susan Blackmore
Publisher: OUP Oxford
Total Pages: 288
Release: 2000-03-16
Genre: Science
ISBN: 0191574619

Humans are extraordinary creatures, with the unique ability among animals to imitate and so copy from one another ideas, habits, skills, behaviours, inventions, songs, and stories. These are all memes, a term first coined by Richard Dawkins in 1976 in his book The Selfish Gene. Memes, like genes, are replicators, and this enthralling book is an investigation of whether this link between genes and memes can lead to important discoveries about the nature of the inner self. Confronting the deepest questions about our inner selves, with all our emotions, memories, beliefs, and decisions, Susan Blackmore makes a compelling case for the theory that the inner self is merely an illusion created by the memes for the sake of replication.

Internet and Emotions

Internet and Emotions
Author: Tova Benski
Publisher: Routledge
Total Pages: 251
Release: 2013-11-07
Genre: Social Science
ISBN: 1135055467

Nothing seems more far removed from the visceral, bodily experience of emotions than the cold, rational technology of the Internet. But as this collection shows, the internet and emotions intersect in interesting and surprising ways. Internet and Emotions is the fruit of an interdisciplinary collaboration of scholars from the sociology of emotions and communication and media studies. It features theoretical and empirical chapters from international researchers who investigate a wide range of issues concerning the sociology of emotions in the context of new media. The book fills a substantial gap in the social research of digital technology, and examines whether the internet invokes emotional states differently from other media and unmediated situations, how emotions are mobilized and internalized into online practices, and how the social definitions of emotions are changing with the emergence of the internet. It explores a wide range of behaviors and emotions from love to mourning, anger, resentment and sadness. What happens to our emotional life in a mediated, disembodied environment, without the bodily element of physical co-presence to set off emotional exchanges? Are there qualitatively new kinds of emotional exchanges taking place on the internet? These are only some of the questions explored in the chapters of this book, with quite surprising answers.

The Theory and Practice of Corporate Communication

The Theory and Practice of Corporate Communication
Author: Alan T. Belasen
Publisher: SAGE
Total Pages: 305
Release: 2008
Genre: Business & Economics
ISBN: 141295035X

Corporate communication is a dynamic interplay of complementary and often competing orientations. This book offers a coherent, integrative approach by examining the topic and tasks from the framework of the competing values perspective.

The Rise of the Blogosphere

The Rise of the Blogosphere
Author: Aaron Barlow
Publisher: Praeger
Total Pages: 240
Release: 2007-03-30
Genre: Business & Economics
ISBN:

In 1985 The WELL, a dial-up discussion board, began with the phrase: You own your own words. Though almost everything else about online discussion has changed in the two decades since, those words still describe its central premise, and this basic idea underlies both the power and the popularity of blogging today. Appropriately enough, it also describes American journalism as it existed a century and a half before The WELL was organized, before the concept of popular involvement in the press was nearly swept away on the rising tide of commercial and professional journalism. In this book, which is the first to provide readers with a cultural/historical account of the blog, as well as the first to analyze the different aspects of this growing phenomenon in terms of its past, Aaron Barlow provides lay readers with a thorough history and analysis of a truly democratic technology that is becoming more important to our lives every day. The current popularity of political blogs can be traced back to currents in American culture apparent even at the time of the Revolution. At that time there was no distinct commercial and professional press; the newspapers, then, provided a much more direct outlet for the voices of the people. In the nineteenth century, as the press became more commercial, it moved away from its direct involvement with politics, taking on an observer stance—removing itself from the people, as well as from politics. In the twentieth century, the press became increasingly professional, removing itself once more from the general populace. Americans, however, still longed to voice their opinions with the freedom that the press had once provided. Today, blogs are providing the means for doing just that.