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Recommendation
Leland Harden and Bob Heyman’s authoritative guide is exciting some of the time, rather boring other times, and absolutely essential for anyone working in online marketing, branding, public relations (PR) or community building. getAbstract recommends it to all contemporary marketing professionals and anyone else who is trying to shape a coherent policy for engaging consumers online. When the book is dull, it is dull for the same reasons it is so essential: In places, it is a reference work, which you might consult regularly in short bursts, rather than read through in its entirety. Given that, the index should include each person and Web site the authors mention but, alas, it does not. The book is exciting because it provides two related, necessary pieces of information: specific guidelines for developing online campaigns and tools for measuring their success. If you read it, you’ll be able to plan consistently, maximize your online PR investment and track how you’ve done.
Take-Aways
About the Authors
Leland Harden and Bob Heyman co-founded Cybernautics, a new economy marketing firm, and co-authored Net Results. Harden is vice president of Institutional Advancement at Hardin-Simmons University. Heyman is chief search officer at Mediasmith.
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