A lot of enterprise level thought has gone into the impact of "Shadow-IT" on the agility, management and control of Information Technology resources. Social Media Judo offers "C" level perspective on "Shadow-Marketing" emerging with the same force and impact within Social Media channels as Shadow-IT, especially among market influencers external to the enterprise. Unlike the previous information refresh cycle of press release to industry press, today's environment demands the wealth of tactics explained in Social Media Judo to leverage influencers and bring "Shadow-Marketing" into the enterprise toolbox. Forward thinking organizations realize that the existence of "Shadows" are really an invitation to be agile and responsive to the market's voice.
The "Judo" in the book's title Social Media Judo refers to achieving the maximum effectiveness with the least amount of effort by using your opponent's strength against them. Only in this case it's really about using your partner's strength for them. Having taken some Judo during my college days, enough to recall the moment when a throw felt effortless and powerful - and when it didn't - I can relate to the primary analogy used throughout the book. And having worked with bloggers since before the term was invented, I can agree with the authors that these are the folks with whom you want to spend your time sparring.
This belongs in everyone's Social Media library. At 167 pages this is a quick, informative and enjoyable read. You can find more detailed reviews of Social Media Judo posted online by several top bloggers and Lockergnome recently published an interview with one of the authors, Chris Aarons, which provides a great overview. [...]