- STAFF PICKS
- GIFTS + GIFT CARDS
- SELL BOOKS
- FIND A STORE
This item may be
Check for Availability
The New Influencers: A Marketer's Guide to the New Social Media
Synopses & Reviews
Exploring how and why online forums such as Facebook, Twitter, and blogs have gained such popularity—and credibility—with consumers, this practical guide offers proven strategies for organizations to leverage these new internet-based social media outlets. The differences between traditional and new media are explored, as are simple ways business owners and marketers can use these new resources to communicate with their customers. Practical tips on gaining the attention of and interacting with influential bloggers, the pros and cons of creating a company blog, guerilla marketing on the internet, and restructuring marketing expectations are also discussed.
Book News Annotation:
Consultant Gillin introduces business and marketing executives to the world of Web 2.0 and the emerging phenomenon of social media. He explains why amateur-produced media such as blogs and podcasts have become so influential with consumers and offers practical suggestions for engaging effectively with their creators. Coverage includes such topics as the interdependencies between mainstream and social media; the ethical and behavioral standards of social media; and the relative effectiveness of various types of viral marketing. Gillin was previously editor-in-chief of Computerworld magazine. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)
Blogging, podcasting, and other social media is profoundly disrupting the mainstream media and marketing industries. Powerful voices are emerging in the blogosphere: people and groups who have the capacity to move markets and challenge institutions. Conventional marketing wisdom has long held that a dissatisfied customer tells 10 people. But that's out of date. In the new age of social media, he or she has the tools to tell 10 million. But the reverse is true as well. A well-satisfied customer can spread the word like never before. Increasingly, bloggers and podcasters are people who command respect and authority in their disciplines. The blogosphere has rapidly matured to become a valuable information channel. As each new voice is added, the community gets stronger. Marketers need to understand, accept, and participate in this new world. They really have no choice. The tools used to reach their customers for the last 50 years print media, television, and radio are becoming less and less effective. The forces of change that have been set in motion are dramatic and irreversible. The worlds of media and marketing are being transformed and savvy marketers will be ready for it. Paul Gillin's The New Influencers explores these forces, who these new influencers are, their goals and motivations, and takes a look at the changes they have initiated. Gillin shows marketers how to deal with the changes social media is creating in their customer bases and how to begin to engage with the influencers.
The influence of bloggers, podcasters, and users of other social media is profoundly disrupting the mainstream media and marketing industries. Paul Gillins The New Influencers explores these forces, who these new influencers are, their goals and motivations, takes a look at the changes they have initiated, and offers strategies for marketing within this dynamic new macrocosm. The New Influencers explores: Why social media are now so influential in consumer decisions Interacting with those within the blogosphere How to take advantage of this new medium The need for complete transparency Strategies for both small and large businesses Whether your company or organization should start a blog
Blogging, podcasting, and other social media are profoundly disrupting the mainstream media and marketing industries. Paul Gillin's "The New Influencers" explores these forces at work, identifying the new influencers, their goals and motivations, and offers strategies for both large and small organizations on how to influence the influencers.
About the Author
Paul Gillin is a social media marketing consultant. He was the founding editor of Computerworld and TechTarget and has been reporting on the impacts of technology and media for more than 25 years. He lives in Framingham, Massachusetts. Geoffrey A. Moore is the bestselling author of Dealing with Darwin and Living on the Fault Line. He is a cofounder and managing director of TCG Advisors and a venture partner at Mohr Davidow Ventures. He lives in San Francisco.
What Our Readers Are Saying