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on 2 September 2011
Jay Conrad Levinson's now famous `guerrilla marketing' concept of `achieving conventional goals using unconventional means' (in other words the kind of low-cost, high-impact marketing techniques ideal for smaller businesses) is perfectly suited to social media. In fact, it would have been the easiest thing in the world for Jay to hit Google, toss off a list of tools, bang the `guerrilla' brand on top and sell a ton of copies of an ultimately dissatisfying book on the basis of the undeniable hype currently surrounding anything `social'.

On the contrary, the book far transcends the `almost limitless arsenal of free or nearly free marketing tools' that social media gives the modern marketer or business owner. Levinson and co-author Shane Gibson take care to set the right foundations first by helping you achieve the right mindset for success in what they argue is a new marketing environment with new rules. The first three chapters, covering the successful guerrilla's personality traits, personal brand, and top 10 attributes are indispensable. Not only is it enjoyable and instructive to see exactly where you need to up your game, but this gives the book longevity. The tools may change at light speed, but the essential mindset - long term profit through sharing, engagement and leadership over short term hard sell - will survive.

Which isn't to say that the book doesn't provide a desperately needed central collection point and even-handed overview of the plethora of tools on the web that anyone can use to market their business. Hardware, software, social networking, white-labelled networks, nano-blogging, third-party social networking applications, photo and video sharing, document sharing, audio and video, website and blog tools and plug-ins, Google tools, and much more are tackled. The web can be an overwhelming place and to have the best of the social media opportunities and tools out there filtered, organised, and evaluated for you by authorities you feel you can trust is a joy. To have all this disparate information wrapped up in a compact, always to hand paperback reminds you that `old media' is still the best for some things!

If the acid test of this type of resource is `will it make you money?' then the answer must be a hands-down `yes'. No matter what type of product or service you're marketing, I'd be amazed if you didn't get a dozen or more useful ideas out of `Guerrilla Social Media Marketing'. Apply them and you're in business, safe in the knowledge that there isn't a `black hat' technique in sight. At all times the book stresses the need for ethical, honest and straightforward marketing. As the authors point out, nothing else will do in the age of social media and the total accountability it engenders. Recommended.
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on 8 July 2014
Very useful!
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