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The New Influencers: A Marketer's Guide to the New Social Media (Books to Build Your) Paperback – April 1, 2007
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From the Inside Flap
* Why social media are now so influential in consumer decisions
* How to 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 --This text refers to an out of print or unavailable edition of this title.
More About the Author
Today he specializes in advising businesses on how to use social media for marketing, customer service and business transformation. His 2007 book, The New Influencers, was one of the first to document changes in markets being driven by citizen publishers. He's written four more books since then, while also contributing regularly to BtoB magazine, an assortment of marketing blogs and two blogs of his own.
Based in Boston, Paul is an avid Red Sox fan and season ticket holder who enjoys travel, cooking, skiing and scuba diving. His twin toddler daughters keep him plenty busy.
His website is www.gillin.com and he blogs at www.paulgillin.com and www.newspaperdeathwatch.com.
Top Customer Reviews
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.
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.
I liked this book a lot. It was well-written and very informative. Not that it told me anything I probably didn't know since I use the Internet in a large part of my day-to-day life. But it documents what I believe to be reality when it comes to using the Internet to promote and market oneself, his services, and his products.
The book has 17 chapters as follows:
1. The origins of social media
2. From chaos, structure
4. Influencer profile - the Gadget King
5. Measures of influence
6. Corporate conversations
7. Influencer profile - the Corporate Renegade
8. Small is beautiful
9. Putting "public" back into public relations
10. Influencer profile - the Marketer
11. The talkers
12. Influencer profile - the Sound Man
13. Tools of the trade
14. Influencer profile - the Toolmaker
15. Going viral
16. Influencer profile - the Guerilla
17. Next stop
This book will help you harness the power of the Web in order to further your marketing efforts. You can play the game as a mere participant. Or, after reading this book, you can play the game as a leader and having the masses working for you for free the way Amazon has me writing book reviews. 5 stars!
Most Recent Customer Reviews
"For Marketers, this is a must read...you will understand and see social media, and new media with new eyes and new passion. Read morePublished on June 23, 2010 by R. Wood
I have seen good reviews and bad reviews of this book. Most of the bad reviews seem to be from people who know a lot about blogging, or who perhaps wanted more insight into other... Read morePublished on March 13, 2010 by Teresa Carvalho
This book is copyrighted 2009 but there's no information in the book more current than 2006. I'm serious... Read morePublished on February 2, 2010 by Steven S. Bammel
No one explains the power of Social Media like PAul Gillin. The examples are as real as they get, the advise is on the money! I have helped many clients thanks to this great book.Published on October 16, 2009 by Luis Alberto Gonzalez
Had to read this for grad school. Some interesting tidbits but all in all I found it boring.Published on June 9, 2009 by Bryan C. Wesolowski
Paul Gillin has created the blueprint of Social Media Marketing! His book left me hungry for more information on this media, thankfully I became a fan of his blog and newsletters... Read morePublished on March 21, 2009 by Stacey
Mr Gillin's book shows the how and why of influencers using the web. The examples are real world and real time and the book is an easy, fun read. Read morePublished on February 24, 2009 by Mark Amtower
Paul Gillin articulates concisely the paradigm shift in social marketing; the underlying change in consumer behavior, implication of technological advancement, and evolving... Read morePublished on February 6, 2009 by Ingo Leung
I'm reminded of how useful this book has been to me by the purple stained pages caused by a spilled glass of merlot on my return flight. Read morePublished on February 4, 2009 by William J. Schilling