New Influencers: A Marketer's Guide to the New Social Media Hardcover – 1 May 2007
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For me, the two best parts of the book came at the very end, where Gillin reflects on the tensions between old and new journalism, and describes how the evolution of technology since the 1950's led to the incredibly interconnected world we operate in today. Fascinating stuff.
This book will be helpful for any journalist or marketer who wants to get up to speed on marketing and PR trends and best practices.
-Thou shalt link
-Thou shalt not diss
-Thou shalt be transparent
-Thou shalt comment
-Thou shalt not blather
The details for each commandant set proper expectations for those thinking about blogging. They can see very quickly that blogging is not just about posting your thoughts or opinions. It is an interactive process that requires you to be involved, committed and supportive of other bloggers. "Becoming an Influencer" in Chapter 6 provides great tips to all size companies on how they can make their blogging efforts more successful. Chapter 10 lays out some key "Success Factors" for going viral. And "Joining the Conversation" in Chapter 11 asks the critical questions companies must answer in order to determine if they should enter the blogosphere.
Perhaps the reason I like this book is because I am a consultant and have to help companies tackle these issues every day. But I think anyone who wants to know more about the blogosphere will enjoy this book.
In the past, marketers could try all kinds of expensive advertising to get the word out to new buyers, with little to show for the investment. These are companies where the existing customers love the products, but the media doesn't seem to care. Many people are saying that big budget marketing and PR programs just aren't working anymore so they are asking: "How do you get noticed in a crowded marketplace?"
Gillin shows the power of online thought leadership and communicating to people directly without the advertising and media filter. Imagine if people learn about you on the Web first, so when they to contact you, the sale is already partly done, That's the power of online thought leadership.
The New Influencers shows marketers at agencies as well as those who work for companies, nonprofits, and other organizations how to harness the power the Web. It is an important riff on how the Web has made public relations public again, after years of almost exclusive focus on the media.