Nordic Track Book Club Review: The New Influencers

The New Influencers: A Marketer’s Guide to the New Social Media by Paul Gillin is intended to help marketers and PR professionals influence their constituents with the same effectiveness as bloggers, podcasters and other social media New Influencers.  Many good bits for thought, most notably how we can individually become more effective influencers. In reading the traits of new influencers it’s also probably safe to assume that we are more influential than we give ourselves credit for, since most of us already practice the habits of a social media New Influencer.  3.5 out of 5 Nordic Track Ski Stars.



p.10 Voice is very important in the blogosphere.  Any successful blogger can tell you in detail what his or her voice is.

p.19 Digg is probably a precursor of other community-editing ventures.

“Links are the currency of the blogosphere.”

p.24 Most bloggers are all too happy to revise published comments and opinions if they can be persuaded to think otherwise.  Print journalists put a premium on getting all of the facts right before they publish.  Online publishers know that the record can be corrected.

Transparency may be the most disruptive and far-reaching innovation to come out of social media.  In the blogosphere it’s about opening yourself to inspection, analysis, judgment, praise and ridicule.

Comments are regarded by most bloggers as vital to the interactive nature of weblogs.

p.26 In the blogosphere short and frequent trumps long and occasional.

p.67 Hyperlinks are the most important metric of influence in social media.

Feedback is so important to the eBay reputation system, members will engage in vigorous debates over the assignment of a single negative rating.  The feedback system has been called one of the most important innovations eBay introduced on the Internet.

p.84 Blogs, discussion boards and other forms of interactive media are the most cost-effective customer feedback mechanism ever invented.

The number one reason in the world to blog is to engage in a conversation with people who care about your company and products.

p.109 Robert Scoble’s “Blogger’s Manifesto” is reprinted.

p.114 Power’s auto-reconditioning business podcast doesn’t have hard statistics on his podcast’s success other than downloads are in the thousands.  Download counts are not important anyway, as the whole program paid for itself after one customer signed a $24,000 deal after listening to a podcast.

Get personal – One of the main reasons people do business with a small company is to get personal service. Blogs and podcasts are all about personality.  If you bring a distinctive voice, a sense of humor and a hint of passion to your commentaries people will feel like they know you and that will make it easier for them to do business with you.

p.121 If you run a local theatre company, blog about the process of getting a performance ready. If you’re a hairdresser talk about the stories your customers tell you.

p.145 Skype is an important background player in the podcasting movement.  It permits people from around the globe to make high-quality calls that can be recorded with inexpensive software.

p.159 There’s documented evidence that 100 times as many people listen to a conference podcast than attend a conference.

p.184 A marketer who tries too hard to simulate a viral campaign may only end up looking foolish and driving customers away.

p.189 The goal in viral marketing is to engage the user and give her an experience she’ll want to share with others.

p.199 Clayton Christiansen has observed that disruptive new technologies usually aren’t very good at first, but they succeed because they give people the capacity to do something they weren’t able to do before.

p.203 Influencers will increasingly be solely responsible for keeping their names before their constituents and ensuring their relevance to the conversation.


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A long time developer, I was an early adopter of Linux in the mid-90's for a few years until I entered corporate environments and worked with Microsoft technologies like ASP, then .NET. In 2008 I released Sueetie, an Online Community Platform built in .NET. In late 2012 I returned to my Linux roots and locked in on Java development. Much of my work is available on GitHub.