0 of 1 people found the following review helpful
, October 31, 2007
The New Influencers is a detailed and thought-out explanation of the recent trend towards blogging and social media. Furthermore, it takes a marketing point-of-view and identifies opportunities marketers can take advantage of as well as warns against mistakes that marketers can make if not properly educated on the "rules" of the blogoshpere. I found the parts relating to transparency and credibility to be the most fascinating. Paul argues that because bloggers are so entrenched and devoted to the particular cause that they write about, that they are credible and not likely to fabricate their content. Although I personally have trouble believing that writers with no formalized "checks and balances" will write truthfully, Paul does provide decent examples and arguments that are worth considering.
I just hope marketers move in the direction of working with the influencers of social media instead of attempting to exploit and manipulate them. I would expect hostile retaliation and criticism if a company was exposed doing so. If anything, we are still in a period of transition and have still not yet seen the true potential of new digital communications. In face, I feel that two-way communication is still one layer in the ever growing and changing world of marketing.