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Index
Cover Page Title Page Copyright Praise For This Book! Dedication Acknowledgments Contents Foreword by Jim Blasingame Introduction Rule 1 Rules Are Meant to Be Broken Part I Management-Level Issues
Rule 2 Appoint Your Web Ambassador Rule 3 Think Outside Departmental Boundaries Rule 4 Beware of Benchmarking and Best Practices Rule 5 Make Informed Technology Choices Rule 6 Put Pro-Active Policies in Place Rule 7 Monitor the Regulatory Landscape Rule 8 Weigh High-Tech against High-Touch Rule 9 Do the Math before You Do the Deal Rule 10 Decide Whether to Network Publicly or Privately Rule 11 You Really Do Get What You Pay For Rule 12 Consider the Competition
Part II Setting Strategy and Tactics
Rule 13 Know If You Need a Touch-up, or a Complete Makeover Rule 14 Learn to Tell the Baby from the Bathwater Rule 15 One Size Does Not Fit All Rule 16 Portray a Consistent Image Rule 17 Identify All of Your Online Audiences Rule 18 Personify Your Visitors Rule 19 Be Multicultural Where Needed Rule 20 Leverage Everything Rule 21 Watch for New Online Product Opportunities Rule 22 Rankings Don’t Matter Rule 23 Asking the Audience Can Pay Off Rule 24 Site Search is Serious Business
Part III Creating Content That Makes Connections
Rule 25 Diff’rent Strokes for Diff’rent Folks Rule 26 Show Up and Be Real Rule 27 Speak the Language of Your Visitors Rule 28 Talk to the Buyer behind the Buyer Rule 29 Blow Your Own Trumpet—Differently! Rule 30 Spread the Good Word Rule 31 Keep Your Landings Smooth Rule 32 Press Releases Aren’t Just for Journalists Rule 33 Avoid Unexpected Roadblocks
Part IV Measuring Results
Rule 34 Ask Nicely for Feedback Rule 35 Drill below the Dashboard Rule 36 Beware of Experts Who Speak From Silos Rule 37 Numbers and Testing Trump Politics Rule 38 Find Your “Leaks” and Fix Them Rule 39 Segment Your Visitors for Deeper Understanding
Part V Afterword
Rule 40 Look to the Future Rule 41 If You Only Follow One Rule, Follow This One Rule 42 These Are My Rules—What Are Yours? Appendix A Interviews Appendix B Resource Listings Appendix C End Notes
About the Author Your Rules Write Your Own Rules Other Happy About Books
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