The New Influencers: A Marketer's Guide to the New Social Media
Taking the world by storm
Table of Contents
Book Quotes
Here are some great quotes from the book:| Traditional mass media is being replaced by networks of individual and
small-group influencers. Young people are so convinced of the value of
peer networks that they will trust the advice of a total stranger over
that of a professional marketer. While the popular image of a blog is as a personal diary, the reality is that the most popular and commercially influential blogs on the Internet are topical. They offer a personal voice, but usually on an issue that’s compelling to a number of people. They’re a new style of publishing that emphasizes timeliness and opinion over comprehensiveness. Another truth with the blogosphere is that transparency is key to working in this medium. This premium on transparency may be the single greatest cultural shift that businesses will face as they engage with social media. In my interviews with influencers, I found surprisingly little competitive drive. In fact, enthusiasts were more likely to compliment their competitors than dismiss them. Contrast this to the intensively competitive environment in which newsrooms operate. But enthusiasts share one characteristic pretty universally: they know a lot. To understand the influence in social media, you need to buy in to the power of small markets. The audience is highly engaged and often passionately interested. Often, it’s because the topic relates to their work or a cause that concerns them. People are avid consumers of information in small markets, much more so than in large ones. But until recently, there were few cost-effective ways to address many small-market needs. |
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Book Quotes