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Citizen Marketers: When People Are the Message
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Citizen Marketers: When People Are the Message

3.24 of 5 stars 3.24  ·  rating details  ·  79 ratings  ·  9 reviews
""A solid... insightful explanation of how the Internet has armed the consumer--which is to say, everyone--against the mindless blather of corporate messaging attempts. Drop everything and read this book.""--"The Wall Street Journal" The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film o ...more
Hardcover, 240 pages
Published December 1st 2006 by Kaplan Publishing (first published 2006)
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Better than I expected. Much more Lessig than Ogilvy*. Some of the case studies are fairly well known to followers of Internet memes and marketing schemes [both natural and rigged:] (and how is it that Movable Type is profiled and not WordPress? WP would actually have made the authors' point much better) and I wished for just a little more analysis and depth to some of the claims and phenomena and trends. But overall a very good intro. And the message is engagement and empowerment -- not manipul ...more
Unfortunately this book is pretty useless.

First off, it lacks a specific purpose. It's basically a bunch of case studies and cautionary tales of PR how to/not to deal with bloggers, fans and fads. This is all well and good, but a little behind the times. Most smaller businesses already get this. The only ones trying to keep too strong a grip on the brand image and message in this were large corporations that inherently are slower to adopt new media and change quickly regarding circumstance.

I thi
Jun 14, 2007 Alice added it
Recommends it for: online writers/PR folks
Reading this for my Public Relations class.
It's interesting, not Earth-shattering ideas, but a good bullet-pointed synopsis how word of mouth is the authentic marketing of the digital age. Companies need to pay attention to blogs and message boards, stay connected to the consumers. They basically argue that citizens who post commentary on the web can make or brake a brand. Not sure if I completely buy it, but I think companies need to respect the reach and respect of social media.
Sep 11, 2007 Carole rated it 4 of 5 stars
Recommends it for: people interested in promoting themselves on the web
This book was so interesting in the statistics it uses to prove the success of web-marketing and the power of one voice. Your voice. Through your website, your BLOG, etc. It is the new way of marketing...very enlightening book!
It's a good introductory read for those interested in social media - right up there with Groundswell and Here Comes Everybody (though don't read all three at the same time, you'll find them very similar and could get bored).
Practical and realistic update to what marketing means with all the different media and social changes happening on the web and in the marketplace.
Lori Grant
An optional-read book on buzz/word-of-mouth marketing for the knowledge worker, manager, executive, or entrepreneur.
Matt Mckee
If you want to learn how your business or church can embrace word of mouth marketing then this is a must read.
Rachel Adams
Dated but has interesting case studies
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