From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. "Marketing to the Social Web, Second Edition" helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth. The core message is that rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. This new second edition includes three entirely new chapters that cover recent changes in the field including: how companies can measure the influence and effectiveness of their social media campaigns; how marketing to mobile social media will grow in the near future; and, how Facebook will monetize its business and one day surpass Google. Marketing must reach out into new forms, media, and models. "Marketing to the Social Web, Second Edition" presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment.