The New Influencers: A Marketer's Guide to the New Social Media

Just finished reading The New Influencers - this book outstanding and I strongly recommend it to everyone in Marketing and Public Relations. I also recommend it to those business people just wanting to understand and leverage the new world of 'social media'. Paul does a great job of explaining the forces that are driving this shift as well as profiling individuals and companies that are succeeding. His background as a reporter and editor makes the numerous profiles of key influencers very insightful. He has also included several interviews with key influencers that are excellent. Being in high tech PR and corporate communications, this book is right in my sweet spot. But I also recommend it to anyone starting or running a business/orgainzation as a excellent tutiorial for successfully using social media to drive your business. Bob O'Brien

When the world of media as we have known it changes, we need to adapt. Gillin does an insightful job at not only conveying these changes, but talks about what they mean for you, your image and your brand. He gives examples and tools for how both large and small players have engaged customers and potential customers in a much more powerful way. An essential read for any marketer who wants to gain a competitive edge. Renee Blodgett, Blodgett Communications & Down The Avenue

In his terrific exploration of The New Influencers, Paul Gillin shows how organizations are communicating directly with important constituents. And he does it using real word examples, not theory. In the past, marketers could try all kinds of expensive advertising to get the word out to new buyers, with little to show for the investment. These are companies where the existing customers love the products, but the media doesn't seem to care. Many people are saying that big budget marketing and PR programs just aren't working anymore so they are asking: "How do you get noticed in a crowded marketplace?" Gillin shows the power of online thought leadership and communicating to people directly without the advertising and media filter. Imagine if people learn about you on the Web first, so when they to contact you, the sale is already partly done, That's the power of online thought leadership. The New Influencers shows marketers at agencies as well as those who work for companies, nonprofits, and other organizations how to harness the power the Web. It is an important riff on how the Web has made public relations public again, after years of almost exclusive focus on the media.

If you're an experienced marketer or PR professional and have no clue how social media will impact (if it hasn't already) your industry or business, then you must buy this book. Using lots of case studies, interviews, and his own insights, Paul Gillin explains why blogging, podcasts, and social media sites such as Digg are changing how companies and their customers relate to each other. In other words, thanks to these new technologies, the customer is now in the driver's seat. Make a wrong move -- ignore a negative blog post or post "canned" marketing messages to your corporate blog -- and your customers, prospects, and the blogosphere will let you know immediately that they don't appreciate your tactics. Do it right and you'll win their appreciation. However, this book isn't only about keeping the blogosphere happy. It's also about how you can use blogs and podcasts to gain media exposure, engage in converations with your customers, and build new business. I read this book in three sittings. The content is well-written, easy to read, and interesting. Gillin explains all terms and gives detailed case studies about what works and what doesn't. I came away with over a dozen ideas for my own blog plus ideas on how I can use things like podcasts for my clients. The key take-away for me is this, "Don't be afraid to experiment and see what works." Who knows -- you just may be the next big success story. Bottom line: A must-read book for anyone involved in marketing and PR.