Marketing to the Social Web: How Digital Customer Communities Build Your Business

Appendix . Notes

Chapter 1 The Web Is Not a Channel

1.	Steve Lohr, “Is Windows Near End of Its Run?” New York Times, October 14, 2006, p. C.3.
2.	http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=45836.
3.	Pallavi Gogoi, “Wal-Mart’s Jim and Laura: The Real Story,” BusinessWeek Online, October 8, 2006; Howard Kurtz, “Post Photographer Repays Group for Trip Expenses,” Washington Post, October 12, 2006, p. C.2; Pallavi Gogoi, “Wal-Mart versus the Blogosphere,” BusinessWeek Online, October 17, 2006, http://www.businessweek.com.

Chapter 2 Community and Content: The Marketer’s New Job

1.	Heather Green, “It Takes a Web Village: Private Online Communities Are Providing Special Insights into Customers’ Needs,” BusinessWeek, September 4, 2006, p. 66.
2.	Brian Morrissey, “Pontiac Drives into Second Life (IQ),” Adweek Online, October 23, 2006, http://www.adweek.com/aw/index.jsp.

Chapter 3 Making the Transition to the Social Web

1.	Kate Maddox, “GE Measures Rep in Marketplace,” B to B, February 13, 2006, p. 27.
2.	Chris Gaither, “A Web Contagion,” Los Angeles Times, August 28, 2005, p. C.1.
3.	Hiawatha Bray, “A ‘Bold’ Step to Fix Ford’s Image,” Boston Globe, September 7, 2006, p. E.1.

Chapter 4 How to Let Customers Say What They Really Think

1.	http://www.complaints.com/directory/2006/march/31/18.htm.
2.	http://www.my3cents.com/showReview.cgi?id=14668.
3.	Bradford Wernle, “Leaked message is not RX for Mazda; Private telecast shows up on Web.” Automotive News, August 14, 2006, p. 3. ...