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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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