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The New Influencers
A Marketer’s Guide to the
New Social Media
By Paul Gillin
with a Foreword by Geoffrey A. Moore
ISBN 1-884956-65-3 • $25.00 • Hardcover •
6" x 9" • 272 pages • Index • Bibliography •
Publish date: May 30, 2007
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About this Book
Social media is profoundly
disrupting the media and marketing industries by changing economics and
influencing models that have existed for generations.
Today, some bloggers and social news sites generate
more traffic than big-name mainstream media, and they do it at a tiny
fraction of the cost. Their highly outsourced publishing structure is a
new style of journalism and their approach to building audience and
awareness is unlike anything ever done in traditional media.
Paul Gillin’s New Influencers explores these forces, who these new influencers are, their goals
and motivations, and a look at the changes they have initiated. Gillin
offers strategies for both large and small organizations on how to
influence the influencers.
"In his column for BtoB magazine, Paul Gillin has given
business marketers a series of thought-provoking glimpses into the new
worlds of social media and user generated content. With The New
Influencers, Gillin unwraps the dynamics and its profound implications
behind this fast-evolving phenomenon. Using a variety of case studies,
he shows how “influencers” are changing
the marketing equation, and how the savviest marketers engage these
people, their customers and prospects."
—Ellis Booker, Editor, BtoB magazine
About the Author
Paul Gillin is a veteran technology journalist with
more than 23 years of editorial leadership, including positions as
editor–in–chief of TechTarget and Computerworld. He is principal of Paul
Gillin Communications, a marketing firm specializing in technology and
new media. Author Hometown: Framingham, MA
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This title is also
available as a PDF edition. (Useful if you happen to be outside of
the U.S. because we can only ship the print edition within the U.S.)
The PDF edition
will be sent via e-mail one business day after you place your order.
The New Influencers
A Marketer’s Guide to the
New Social Media
PDF Version
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