The New Influencers: A Marketer}}}s Guide to the New Social Media [Paperback]

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.

Gillin makes a persuasive case for companies' reaching out to bloggers--they are still seeking information, and many are embracing social media. --The Wall Street Journal

Paul Gillin is a social media marketing consultant. He was the founding editor of Computerworld and TechTarget and has been reporting on the impacts of technology and media for more than 25 years. He lives in Framingham, Massachusetts. Geoffrey A. Moore is the bestselling author of Dealing with Darwin and Living on the Fault Line. He is a cofounder and managing director of TCG Advisors and a venture partner at Mohr Davidow Ventures. He lives in San Francisco.

The influence of bloggers, podcasters, and users of other social media is profoundly disrupting the mainstream media and marketing industries. Paul Gillins The New Influencers explores these forces, who these new influencers are, their goals and motivations, takes a look at the changes they have initiated, and offers strategies for marketing within this dynamic new macrocosm. The New Influencers explores: Why social media are now so influential in consumer decisions 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 lc)