The New Influencers: A Marketer's Guide to the New Social Media » (New Edition)

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 New Influencers is a practical guide to engaging with the people who are defining the rules of the conversation-based marketplace. To be successful, companies and organizations of all sizes are going to have to learn how to interact within this new milieu.

Attention marketers, business owners, CEOs: your job will never be the same now that the new social media have changed the dynamics of marketing. The real influencers are no longer marketing experts, nor the traditional media that have always controlled and filtered marketing messages, but millions of ordinary people who are determining in direct and powerful ways what people hear, say, and believe.

This isn't a book about blogging. It is a book about transformation in media that is handing influence to people who have never before had the tools or platform to express themselves. It is about what marketers and executives need to understand in order to engage this new group of people and influence them. Blogs and podcasts happen to be a way to exercise this influence, but they are just tools. Fundamentally, this is a book about people.

Bloggers and podcasters come from all walks of life. Many are journalists, some are technologists, but others are single mothers, educators, graphic designers, and even dairy farmers. They share a passion for community journalism, thoughtful discourse, and commitment to change. They are the New Influencers.

Fast Company

Offers practical advice for anyone to increase brand presence and capture new audiences in the online space ... Gillin's in-depth analysis, research and insights remain strong and reliable.