A year and a half ago, before businesses were setting up Twitter accounts or looking for fans on Facebook,  Larry Weber  published his second book,  Marketing to the Social Web .

In the book, Weber, who founded and built Weber Shandwick, one of the world's largest public relations firms, laid out one of the first major arguments for businesses to engage in the social web.

Today, businesses everywhere are trying to figure out how to do just that -- and Larry's book remains one of the best guides available.

Recently Karen Rubin and I sat down with Larry to talk about the new version of the book, and his thoughts on social media and the future of marketing.

Karen will be talking about our conversation at 4 p.m. EDT today on  HubSpot.tv , and I've posted the full video of the conversation below.

So what are the takeaways? I'd say two words: Content and conversation.

For Larry, marketing in today's world "is all about the influence of opinion through content," while branding "is the dialog you have with your constituency base. The stronger the dialog, the stronger your brand. The weaker the dialog, the weaker your brand."


internet marketing kit

Originally published Oct 31, 2008 10:59:00 AM, updated March 21 2013