The Whuffie FactorTara HuntCrown BusinessApril 21, 2009The book that catches the crest of Web 2.0 and shows how any business can harness its power by increasing whuffie, the store of social capital that is the currency of the digital world. Everyone knows about blogs and social networks such as Facebook and Twitter, and has heard about someone who has used them to grow a huge customer base. Everyone wants to be hands-on, grassroots, and interactive, but what does this mean? And more to the point, how do you do it?As one who has actually launched a company using the power of online communities, and who now advises large and small companies, Tara Hunt (named by the San Francisco Chronicle, along with luminaries Jimmy Wales and Tim OReilly, as a digital Utopian) is the perfect person to do this book.While The Whuffie Factor will traverse the landscape of Web 2.0 and show how to become a player, it is not just another book about online marketing. People see the huge business potential of the online world and the first impulse is: Lets throw a bunch of money at it. To which Tara Hunt says: Stop! Money isnt the capital of choice in online communities, it is whuffiesocial capitaland how to raise it is at the heart of this book. In the Web 2.0 world, market capital flows from having high social capital. Without whuffie you lose your connections and any recommendations you make will be seen as spammet with negative reactions and a loss of social capital.The Whuffie Factor provides businesspeople with a strategic map and specific tactics for the constantly evolving, elusive, and, to some, strange world of online communities. By connecting with your customers through community interaction, youll raise your social capital, create demand, and sell more product. Consumer loyalty is a direct result of whuffie. With great stories of online business successes and cautionary tales of major misstepsrecording industry, anyone?Tara Hunt reveals how social networking has more influence over buying decisions than any other marketing tool and how your business can tap into the vast world of Web 2.0 to build an unshakable foundation for twenty-first-century-style online success.For those without millionseven thousandsto throw around, here is a fresh perspective for using social networks to help build a business whether you are a start-up or a Fortune 500 giant. Even those in big rich companies need to learn how to be effective and not waste their money. For themas well as the entrepreneurThe Whuffie Factor is an eye-opening guide to a world they probably dont understand all that well.From the Hardcover edition. About the AuthorTARA HUNT was the cofounder of Citizen Agency, a community-marketing consulting firm based in San Francisco, and is now leading the marketing efforts for Intuits partner platform. She has been cited in national newspapers such as the Wall Street Journal and the New York Times and is well-known in the Web 2.0 technology and start-up worlds for her community-marketing experience. Her blog, Horsepigcow.com, explores themes in marketing and economics and has been pivotal in raising Taras own whuffie in the online marketing space.From the Hardcover edition.About ScrollmotionScrollMotion, creator of the Iceberg Reader, is a content technology company based in New York City. For more information, visit www.scrollmotion.com.SupportIf you have any technical problems please email us at icebergsupport@scrollmotion.com before you post a review.
