As a blogger and podcaster, I took particular interest in The New Influencers: A Marketer's Guide to the New Social Media. Paul Gillin, former editor-in-chief of Computerworld, begins the book with the basics of blogging. He defines and explores the concept of blogging and the issues that surround it.
Bloggers have been accused of being in conflict with mainstream media, but Gillin points out that they are, in fact, quite complementary. He states, “If you think of mainstream media as the news section of the internet, then the blogosphere is like the op-ed page."
Gillin explains that bloggers have become the “new influencers” in that blogs are where people now go to get information about new products, companies, and news stories. Bloggers have “power” because they are heard by the masses. Gillin suggests that corporations listen to bloggers and, in fact, partner with them as a new way to connect directly with their customers.
Throughout the book, Gillin includes quotes and interviews with popular bloggers such as Adrants' Steve Hall, Philipp Lenssen of Google Blogoscoped and Renee Blodgett of Down the Avenue. These bloggers gave interesting insights as to how their blogs came about and how they have interacted with the various industries they blog about.
The New Influencers is a great look at the "new media" that blogs and podcasts have created. If you are new to blogging, this book is a valuable tool for learning the best ways to blog and find content. Experienced bloggers will find new ideas and explanations of new technologies that are right around the corner.
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