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 But that's out of date.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.