Everything you ever wanted to know about social media

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	• The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online ... David Meerman Scott Wiley, 2007 - 304 pages average customer review:based on 106 reviews view larger image
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highly recommended

Good for Small Businesses Too

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasing, Viral Marketing and Online Media to Reach Buyers Directly contains some really good information for a small business or a business that is just starting. I ordered the book with hopes of finding a few tips that could help me launch a powerful website for my new business. It exceeded my expectations.

Due to some of the information in this book, I have changed the approach that I am taking for my site (currently being developed). I found the chapters about news releases and blogs particularly helpful. In addition, I enjoyed reading about David Meerman Scott's approach to a company's marketing plan.

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A Tremendous Introduction to the Topic

This has to be one of the best books on internet marketing. It covers all aspects, including the use of news releases, blogs, podcasting, social networks and RSS. I'm sure it's a book I will be referring to again and again, as it contains a tremendous amount of invaluable information. A large number of books on this topic have appeared on the market in recent years, but I feel this is one of the best. Scott doesn't pull any punches; he presents the material in an easy-to-read, straight forward way, and he doesn't hold back on insights and insider information. There's no doubt that the rules of marketing have changed with the introduction of the internet, and it's important for most people to understand the differences. And this is the book that tells you. It would be invaluable to authors, CEO's of both small and large businesses, anyone wanting to set up a website, and many others. Highly recommended.

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Create content for search engines

This entire book is about search engine marketing. That means delivering useful content at just at the precise moment that a buyer needs it. 'Organizations gain credibility and loyalty with buyers through content,' says David Meerman Scott. 'Smart marketers now think and act like publishers in order to create and deliver content targeted directly at their audience.'

Try to apply the old rules of advertising and media relations to the Web and you'll fail fail miserably, says Scott. That's because we're now in an environment governed by new rules. Marketers must shift their thinking from mainstream marketing to the masses, to a strategy of reaching vast numbers of underserved audiences via the Web. And the best way for PR people and marketers to communicate directly with their audiences is to learn and use new Web tools and techniques.

Part I of the book explains how the Web has changed the rules of marketing and PR. Part II introduces and details each of the various media including blogs, podcasts, and viral campaigns. Part III offers "how-to" information and an action plan for using the new rules in your company.

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Everything you ever wanted to know about social media

There are dozens of books on social media and PR, but this book has the best of both worlds. This book seems geared toward larger companies, but as a small business owner, I found the information extremely useful. The author knows what he's talking about, and he provides you with dozens of examples, URLs, etc. There is so much information that when you're done reading it, you'll know about all avenues to promote yourself through social networking sites. I now visit the author's blog every couple weeks just to see what else he has to say. If you're going to buy one book on social media, try this one first. Then get your highlighter ready.

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Making Marketing Accessible to the Masses

The New Rules of Marketing and PR is an in-depth exploration of the principles and philosophies behind marketing. It begins by examining the "rules" of the past, and exploring the mindset that went into the ways in which marketing was handled and why, and contrasts them with the new "rules". The book then explores the various avenues open to today's marketers: blogs, press releases, podcasts, forums, wikis, viral campaigns, and content-rich websites of your own.

Although I must admit that I found Parts I and II of the book a bit dry to read, they do an excellent job of providing insight into the ideas behind marketing, delves into the differences between the old and new rules, and providing a general understanding of each of the marketing avenues listed above.

But for me Part III, "Action Plan for Harnessing the Power of the New Rules," is where the book comes alive for me. It's there that we transition from the passiveness of discussing philosophy into actually putting the New Rules to work for you. At first we learn how to build a marketing plan, and then we transition into creating the content for our marketing materials, the kind of content that will distinguish you from the rest and earn your potential buyers' respect and loyalty. From there we move on to each of the avenues previously mentioned, giving each a chapter of its own so that we learn how to utilize each of them to great effect, always keeping the customer's needs and wants at the forefront of our thinking.

I don't feel that The New Rules of Marketing and PR alone will teach you all that you need to know to be a successful marketer. One of the book's "flaws", such as it is, is that it has more of a corporate business-minded slant, making some of the ideals it presents not as accessible to those of us who run smaller businesses. Nor will it teach you all you need to know to write effective ad copy or press releases, although you will come away understanding the goals to strive for when writing them. But what the book does very well is introduce you to the world of marketing, and give you an understanding of the "old rules" as a foundation to teach you about the "new rules," and if you are a small business owner like myself with little to no knowledge of the ins and outs of marketing, it will provide you with the mindset necessary to become a better, more savvy marketer.

As a primer to begin your study of marketing, this is an excellent resource.

- Gregory Bernard Banks, author, reader, reviewer

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reviews: 1, 2, 3, page 4, 5, 6, 7, 8, 9, 10, 11, 12, 13

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