In the past, companies relied on strong, centralized media networks to distribute their "outbound marketing" messages. With the development of the World Wide Web, some professional communicators implemented "inbound marketing" techniques for customers to find their messages via search engines. Today, with the emergence of social networks such as LinkedIn® and Facebook®, a new form of "outbound marketing" is emerging—one that relies on the delivery capabilities of powerful, relationship-based networks. To be successful with these new networks, professional communicators must understand that they are governed by The Rule of Thumbs.

Choose your favorite e-book format on the right—no sign-up's free!
iPad Format Kindle Format PDF Format EPUB Format