New
rules of Marketing and PR
David Meerman
Scott
October
2010 |
 |
|
How
to use social media blogs, news releases, online video and viral
marketing to reach buyers directly.
"The web
has made public relations public again"
|
This
is a great book for anyone new or relatively new to social media marketing.
It will help you set up and use a lot of different channels effectively.
If you have been involved in social media for a while then this book
will bring and repeat several messages you are already familiar with,
like for example how to use blogs, webcasts, podcast, news releases,
etc. in your online marketing to reach you customers and engage with
them directly.
However it also contains a lot of useful examples of how companies
have been successful online, which are useful to any online marketer.
The most important messages that made this book worthwhile for me
are:
- PR
(for the media) and Marketing (for the masses) are merging into
one in social media. PR no longer depends on the mercy of journalists,
willing to publish your story or not, but can be directed to the
consumer directly.
- To
market a product effectively in social media, companies need to
create buyer personas; create extensive buyer persona profiles
and develop marketing programs to reach each one of these groups
separately.
I
am still using the book from time to time as a kind of manual, when
I am busy with a specific channel, to refresh my memory.
|
|
| Some
examples of social media and social media marketing campaigns that
caught my attention:
 United
breaks guitars
Still an excellent example of how social media can damage a
companies reputation and how this tends to stay for a long time.
|
|
Social
media
