Required Reading for Every Marketer

books:


	• The New Influencers: A Marketer's Guide to the New Social Media Paul Gillin Quill Driver Books, 2007 - 258 pages average customer review:based on 35 reviews view larger image
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highly recommended

Social media: PR's chance to shine

A veteran magazine man and tech enthusiast, Gillin in a good position to point out the many things that distinguish new media from old. If you're new to social media, this book will help you make sense of it all.

I like Gillin's analogy of the campfire. The campfire is probably the oldest social venue on the planet. The top-down style of communication that has defined mass media for 150 years is artificial, but it was the best we could do given the limitations of technology. Now technology has changed the rules, and it becomes possible to recreate the campfire in cyberspace.

If you're a PR person or marketing person and you want to influence the influencers, you must find them and understand what's relevant to them, Gillin says. But be aware that influence is not easy to measure. It doesn't lend itself to a single number, and no single search engine can provide a definitive blogger ranking. You have to consider quantitative and qualitative measures.

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You must buy this book!

The New Influencers is an insightful overview of how marketer's can integrate social media into their branding and awareness programs. It provides a candid assessment of an emerging phenomenon, with practical examples and an honest and straightforward assessment of today's realities, the roles we all play, and how to welcome emerging and often hard-to-manage tools to influence a market. This is a must-read for all PR people, journalists, marketing firms and CEOs struggling to deliver messages to evolving markets.

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Required Reading for Every Marketer

The market is quickly getting flooded with books on social media platforms and techniques. The New Influencers rises above that noise by providing an excellent overview of the marketplace as well as a great deal of practical advice you can put to use today.

Author Paul Gillin, the former editor-in-chief of ComputerWorld magazine, presents a thoroughly researched look at how yesterday's word-of-mouth model has evolved into the socially-networked world we live in today. Gillin does a great job of keeping things interesting by mixing in a number of interviews and profiles of noteworthy influencers. This book also has a fantastic companion website that provides updates and bonus material, including the audio recordings of several influencer interviews.

This subject is definitely a constantly moving target but Paul Gillin does a remarkably good job of summarizing the social media of today as well as a glimpse of the future. If you're involved in any sort of marketing you definitely need to read this book.

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Read it now

The trouble with books about blogging and social media is that they become outdated almost as soon as they're published. So, if you're going to read this excellent overview of the new dynamics of marketing and public relations, read it now. Gillin, a career journalist, backs up his ideas with plenty of research, real world examples, and mini-biographies of movers and shakers among the "New Influencer" community.

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.

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reviews: page 1, 2, 3, 4, 5, 6, 7

The influence of bloggers, podcasters, and users of other social media is profoundly disrupting the mainstream media and marketing industries. Paul Gillin s 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

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