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2008 News Releases

Longwood Professor’s New Book Explores Intersection of Advertising and Social Media

October 2, 2008

Advertising 2.0: Social Media Marketing in a Web 2.0 World

"Advertising 2.0: Social Media Marketing in a Web 2.0 World" Gives Marketers and Advertisers a Clear Glimpse of the Industry’s Future

Longwood University today announced a book release by business/marketing faculty member Dr. Tracy Tuten that explores advertising and marketing’s new frontier: social media.

Advertising 2.0: Social Media Marketing in a Web 2.0 World, cuts through the hype around popular online applications, such as Facebook, Second Life, Digg and many others, with real world case studies and proven success metrics that show advertisers – from Fortune 500 brand managers to start-up entrepreneurs – how to make social media tools work. Featured examples include: Nine Inch Nails, Audi, 42 Entertainment, MySpace, YouTube, Dogster, Vodaphone, Leo Burnett, and many others.

 "Whether or not you have ever tweeted, explored Second Life or dugg a Flickr photo, online social media tools that share content, enable conversation and create community are here to stay," said Tuten, associate professor of marketing at Longwood. "For advertisers, social media represents an enormous opportunity to reach and, more importantly, connect with buyers – if it is approached correctly."

Advertising 2.0 educates readers by sharing social media’s possibilities and the pitfalls and challenges of turning message control over to target audiences. Additionally, Tuten explores the role of viral marketing, online research, search engine optimization, "dark marketing" and online opinion sharing in growing brands. Tuten presents her findings practically, sharing guidelines with each example on how to maximize advertising results.

"Tracy has taken the hot topics today – social networking, blogging, mobility – and approached them with an analytical mind," says Kristen Cavallo, director of development with the Martin Agency in Richmond, Virginia, on the book’s dust jacket. "Few people can provide more clarity and substance to these trends than Tracy."

"As Tivo and the iPod continue to shrink traditional advertising’s reach, and as social media tools gain widespread acceptance across generations, advertisers must follow," says Tuten. "It’s where we’re headed and I hope the book helps the industry move forward."

Advertising 2.0: Social Media Marketing in a Web 2.0 World is published by Greenwood Publishing Group. The book is available online at Amazon.com and at Greenwood.com. It is Dr. Tuten’s first book. She is currently working on her second, Enterprise 2.0.