Congratulations to our friend Paul Gillin, author of the terrific new book The New Influencers. His book received a very well-deserved, positive review in today’s Wall Street Journal,
Mr. Gillin makes a persuasive case for companies’ reaching out to bloggers — a strategy that political campaigns and film studios have pioneered. Consumers are increasingly turning away from print media, skipping TV commercials and ignoring 1990s-style cost-per-thousand banner ads. But they are still seeking information, and many are embracing social media. As in the Sony BMG case, moreover, blogs can help a message make the inter-species jump from ordinary citizens to journalists.
Mr. Gillin notes a few key rules for a marketer trying to win coverage from bloggers: assume they are knowledgeable (as avid enthusiasts tend to be); be frank about negative information (they will react badly if they feel they’ve been deceived by half-truths); and be available to respond to questions nearly around the clock.
When should firms wade into the blogosphere themselves? Not every company or CEO needs a blog. Apple, synonymous with hipness, doesn’t have one. But often enough a company blog makes sense as a way of telling a company’s side of a debate. Google and Verizon, for example, both maintain blogs to present their views on public policy matters, such as broadband regulation. Blogs also allow firms to keep up a connection with a fervent customer base, as Southwest Airlines does with “Nuts About Southwest,” an outlet to which many employees contribute.
Clearly, the CEO of Whole Foods has not read this book, and I’m sure that tonight, he wishes he had.
When Instapundit wrote his book, An Army of David’s, we invited Paul to join us during the interview because he is the sharpest guy we know when it comes to the new media. Paul recently joined us once again, this time to discuss The New Influencers.
You can buy this terrific book here.