Exploring how and why online forums such as Facebook, Twitter, and blogs have gained such popularity—and credibility—with consumers, this practical guide offers proven strategies for organizations to leverage these new internet-based social media outlets. The differences between traditional and new media are explored, as are simple ways business owners and marketers can use these new resources to communicate with their customers. Practical tips on gaining the attention of and interacting with influential bloggers, the pros and cons of creating a company blog, guerilla marketing on the internet, and restructuring marketing expectations are also discussed.
Paul Gillin is a writer, speaker and online marketing consultant. For nearly 20 years he was a print journalist, but he fell in love with the Internet and made the switch to all-digital in 1999.
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.
