Archive for the ‘tribes’ Category

The Tech Divide

Posted: June 10, 2010 in social media, tribes, Twitter
Tags: , ,

Translation: "I have interests?"

When I was in my early 20’s, I wrote a Sci Fi novel (never published, of course!) about a post-apocalyptic Earth where those who had sided blindly with what I thought of as the dark side. Technology (the “technocrats”) had parted ways with a more Earth-loving and spiritual “green” caste of society, led idealistically enough by native American tribes (who else?!) who teach moderns to live off the grid and store food, and who had presumably kept themselves “pure” from a world that only cares about convenience at any cost. The Nazis (you didn’t think they were far behind did you?) had secretly taken over the galaxy after losing interest in WWII, and now they were back in enormous black metal motherships with tilted swastikas and those stylish fascist brown and black uniforms, complete with those shiny snappy heel-clicking patent leather boots. As I write this today, I wonder how off I really was–about the technology divide, I mean. The Nazis in motherships? Okay that bit was probably a little off for sure.

Today we can all see people in one form of media (TV, even radio) dissing another form (social media: Twitter, Facebook, YouTube, etc.) without any insight whatever into the actual socially bonding uses of social media. These people actually think, because they only see the clips of the bizarre stuff making the rounds in viral videos and the like, that this is all we silly people are doing on the intertubes. People actually come on young shows like Late Night with Jimmy Fallon, and tell him he shouldn’t waste time on Twitter. Poor Jimmy is always in the defensive position, when in reality he is probably more talented than most of his guests (the guy not only does amazing impressions and has a near genius comedic insight with some of the best written sketches in the 21st or the 20th century, but actually sings quite well, to boot).

While I don’t think it’s a necessity for everybody to be on Twitter (ranchers, hermits, fulltime moms, Presidents and surfboard sages, I salute you), and while many of us are constantly threatening to leave Facebook like it were a promiscuous spouse, we’re ultimately all here to connect with others. You know, other people like ourselves, people who care about whatever we care about. Let’s face it, even if your thing is making money and dying young partying, you have others to talk to about it, and that gives your life a semblance of meaning, at least in terms of social relations. If you’re a decent comedian or musician, you have lots of research to do on YouTube. When the designated generational “fogey” like Lewis Black says “I don’t care if you bought a new pair of shoes” most Twitter-users immediately get what Lewis Black simply doesn’t: not everyone on Twitter is a 14-yr-old girl with a mouth full of bubblegum. Most of the users I personally see and talk to tend to be male (not crucially important, but telling in terms of male/female ratios), and networking for mostly business purposes. The majority of adults are, and I can state this with some boldness, in fact, either on Twitter for business or for causes that affect people on a massive scale. And in all cases, they’re here to find people who share the interests that their own families and high-school or college friends just simply don’t. It doesn’t mean we don’t love our spouses, our families, our long time friends, but our Twitter posse…the people who know what we’re talking about, they’re out there, ya know?

Truth is, there are lots of aging seniors with stories of fascinating lives to be found hanging out in the spare moments on Twitter. Tree-hugging green people (I’m kind of one of them to a limited extent), conservative Tea Party revolutionaries (okay, I’m definitely not one, at least not yet)–whatever you tweet about and network for, it’s meaningful to you or you wouldn’t be doing it. Studies (I’ll post what I find below) have begun to show that people stop if they find they’re not doing what they love, they just stop, eventually, and start over. So Lewis Black, not only have I never found you funny (sorry, but is caffeine and nicotine withdrawal ever really funny?), but you and Adam Sandler (another pointlessly unfunny “comic”–see his cinematic “twatter” reference) both don’t get what about half of the world already does. Namely that:

A) there are lots of individual non-famous people funnier than the both of you put together–on YouTube…seriously, and

B) social media isn’t about fitting into a preconceived mold like you claim not to be doing, it’s about being ourselves, our full selves, the selves we don’t find opportunity to be with those that fate has thrown us together with in many, if not most cases (at least until we marry and create/train/assemble children into people we think we appreciate and “get” us).

Sure there are limits to the defining of your network, even online. If you want to show another, less mainstream side of yourself to your posse, you might even have to change to another profile. When you go to the bar or to church, how much of that self can you be then? There are more strict limits in geographically limited situtations. This is why meetups (SXSW, the Japanese language group, the myriad of multiplying cultural cons) have become a thing. People want to actually meet and hang out with these people they share so much interest with. Nowadays, I think technology is about one of the few things that enables people who care about the arts, a decent intellectual discussion, socially engaged causes–or speed-crochet for that matter–to actually take action towards fulfilling our full potentials and create meaning in ways that our immediate social geography may just not provide on such a wide open scale.

So, please understand if we don’t listen to you too closely, oh purveyors of social media ridicule with mics and cameras on, but it’s just that we know that you don’t know quite yet what you’re even talking about. And besides, we’re often too busy concocting factually relevant critiques of social media, and not because it annoys us what other people do with their time, but a lot of us seem to care about whatever we’re into. Maybe we’re just funny like that?

This concludes my grumpy midlife crisis moment…for now. You know yours is coming soon, so please don’t front. I’d like my pillow and remote now. I’m old.

Not.

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Call me shy I guess. Well, I’m not shy, but I am somewhat private. The day I went up to a room full of 70+ Chinese college students and began to give my first class on business English, it became harder and harder for me not to speak up whenever I have something to say. But in all honestly, I’m still a shy guy. Introverted as all heck! It’s a wonder I can muster the courage to blog. But when I take up something I believe in, that’s when it changes. I don’t call it passion, I call it doing what I believe in. To me, it’s quite an important difference.

Lots of people demonstrate their social behavior with FollowFriday (#FF) each Friday. I frequently am on the receiving end either for my personal or my business Twitter profile. Yet I never do #FF or even thank people as a rule for a simple RT. Was I raised in a barn? Does that rhetorical question even work here?….No seriously, am I just dense-headed? Maybe, but here’s how I do thank people for RTs:

1) Return the favor of being Retweeted by retweeting something important to that person, usually when it matters most to them

Whether it’s a promotion of a product or an event, or just supporting someone when they’re having a rough day or a sweet victory, I like to support people by retweeting them if they’ve done so for me. Sometimes I walk up to people and just start talking to them, or I retweet them without knowing anything else about them, because I think the tweet or the link speaks for itself, and I generally try to give credit where credit is due.

2) Talk up people I like and think are great in public tweets

Whether or not I even know you! Most shy people don’t do that!

3) Follow almost anyone who follows me if they are not a spammy profile

Now, not only do I not hold it against anyone for doing the friendly #FF thing, and I am enormously grateful that people are thinking of me, regardless of whether or not it actually helps anyone’s following. That’s not to say that I have noticed a discernible difference yet, personally, but maybe that’ll change. I do know that I never have followed anyone just because I see a #FF hash tag next to a list of names, even if the person is someone I like and even somewhat respect. Are other people the same as me? Probably not. That’s just me.

That said, I DO think that it’s very important to be social back to people who are social and friendly to you, in whatever way you are most comfortable with. It may not come up today, or tomorrow, but sooner or later you run into everyone twice, even more, especially when you think “oh I’ll never see them again!”. That’s when you are applying for a job or some membership and that person is your pivotal contact. That’s just how life is. And though it’s kind of the wrong reason to be good to people, it’s at least a pragmatic reason for those who feel that being good is “Pollyanna” or whatever. And if it’s not how other people do it, don’t let that stop you rom expressing yourself. Just try not to embarrass anyone. At the end of the day, there is nothing less sociable than humiliating someone (or even just trying to). YOu may not think so, but people remember this behavior, and when it’s your time, they really remember it.

The most important thing on Twitter is just to be authentically you! So if you like #FF or some other trend, don’t do as I do, do as you like! The one thing I can’t stand is the Twitter Nazis who like to say that everyone’s style must be the same. It really shouldn’t be. Just don’t (please) get mad at me if I don’t thank you for a RT or do the Follow Friday bit. It’s not my style, but I do remember a good turn, believe me. I’ve definitely got your number.

Oh, grow up!

My, how you've grown this year!

[tweetmeme source=”MarkBrimm”]

 

In many ways, the holistic e-trinity of Twitter, LinkedIn and Facebook is starting to gel with users of each and share resources. App makers are paying more attention to joining all of the myriad of social tools available into a more seamless social web terrain…and it’s working. Social tools are starting to overshadow the big boys of the internet that we all thought were untouchable. The numbers on Facebook’s overtaking of Google in terms of raw daily visits are staggering! Facebook was not that long ago still too much of a MySpace to be taken seriously by Fortune 500 companies, much less thinking people.Now it’s vying for top social media tool in the minds of many–myself included. 

How did this happen? My take is the untoward publicity on Facebook’s privacy issues may have actually sparked more debate and discussion and thinking about the private vs. the public by setting the stage with a starter discussion on setting permissions. Meanwhile, Facebook was busy integrating with other apps that allow interaction of accounts with popular social networking tools. Certainly there have been an onslaught of new innovative apps that sew together user experience across platforms that formerly saw each other in more competitive terms. This cooperative spirit has led to more cross-platform communicators demonstrating new potential just on the fringe of what is currently materialized. People are, in short, doing real Web 2.0 on a more grand scale. Companies are becoming more adaptive to “black swans“, the events that shake up and sometimes make or break a company or group. Things are, in short, speeding up, evolving. 

I think we also have to credit the recently emerged FourSquare and Google Buzz to some extent, for simply stirring the pot in significant, game-changing ways. We also can’t forget the iPhone, which has really pulled together the idea of bringing the social web to life as a compact do-it-all personal accessory. Not the just ability to pull it together, but the branding savvy and ability to get adoption on a mass-scale has forced other phone makers to predictably follow suit. Oddly enough, only Apple has actually topped the iPhone, but making a tablet that will probably exceed all other tablets before it. 

The social web consists of overlapping conversations within an inherently open-ended forum, not "marketing messages" and not exclusively "chat messages" like previously. As everyone seeks a role an expanding conversation with rapidly expanding participation from outside itself, the conversation takes on a different, more "not final" aspect. And social media marketing players will in the future likewise consist increasingly of niche partners providing value to the public (and private) domain of the social, not "competitors" grasping for "limited" market share.

 

In reality, however, I think each new player, each new alternative is becoming a niche provider of unique opportunities in contradistinction to the others that can’t grow without the others. Sort of like covering angles and omitting investiture into already-branded areas. The market has always had this principle at work, of course, but now the innovation curve is speeding up fast enough to make the principles of branding your niche much more of an inescapable realization. 

As things begin to cook, I wonder how personalities will play out in this more integrated social web that sees not so much competitors, but instead of emerging cooperating niche  partners? For now it seems that there are a lot of talking heads but the leadership structures are still forming and changing around, with few visible mega-movements actually affecting the culture at large. There have been a lot of emerging movements-to-be being kicked around. The Linchpin Way is one tiny but serious example of such a little movement trying to take make a big difference. In the end, I think they are a step along the way to what I called in a previous post, a sense of appreciation and awe at the idea and goal of community-at-large: the desire to serve an open-ended sense of community, rather than one particular enclave (for example, “me and my friends/company/partners/family”, etc.). It’s simply the idea that since the market is actually becoming global even at the local level, that it should think in a way that recognizes itself as a single interconnected all-tribe, made up of legions of smaller tribes. 

Books by Seth Godin, Chris Brogan and Gary Vaynerchuk (can you believe Brogan doesn’t have his own Wikipedia page yet?) have sparked discussion and inspired groups and projects, and of course, entire movements within marketing and social media as a region of thought. While such movements may be in many cases still in their infancy, this is an interesting development for me, because I can for the first time see people sacrificing more than just the time to blog for 5 minutes about something that popped up on Twitter. If people actually start changing their schedules, they start to refocus and change their lives, and then they may be more open to some of the more open-ended movements like The Linchpin Way, or say, even community-at-large (a phrase which I think actually does have a uniquely functioning meaning beyond reducing it to “good marketing” or “widening market-reach” or even “spirituality” or whatever). 

Whatever turns it takes, I think that the unstoppable Hegelian dialectic of social and cultural movements inevitably requires us to grow up along with the tools we us in the social web as it has in areas like nuclear war/energy, the environment, and the prospect of unending nation-building in unstable parts of the world. Social media will require that we grow up a little socially (not just technologically) by making us bump up against one another, via and outside of our own tribes, even despite our own tribes. Perhaps the term ought to be “social technology”, since it refocuses us on the nature of how technologies shape the world, us and the very notion of the social, instead of faintly promoting the lingering delusion of a “fair and balanced” or democratic media with no shaping function. 

However you look at it, we’re now able to literally rub shoulders with virtually anyone with a smart phone with wireless capability, including actual heads of state (in some limited cases) and thought-leaders from every sector and part of the world. Perhaps the mind-blowing reality of the” social” in social media will be when homeless start becoming power-users via libraries and cheap cellphones with universal wireless connections. What would you say/tweet to a homeless person? Would it be the type of thing you’d tweet to others? How would the whole “living large” mindset of the upwardly mobile play out as the internet opens up to the far reaches of the rural areas of the so-called “third world”? How do modernized people look to those outside that parameter? And finally, would your social media movement shrivel a bit at the prospect of a truly universal world-wide web? If not, could it grow to meet the challenge? 

[tweetmeme source=”MarkBrimm”]

Building Presence = Building True  Community

[tweetmeme source=”MarkBrimm”]

This is a tiny voice in the wind that’s gonna be heard in the end.

I’ve been thinking about social media and trust a lot lately. Not getting to attend SXSW Interactive this year made me watch the events there vicariously and start to ponder the meaning of it all. I saw Evan Williams, the CEO of Twitter, get slammed for being boring, for not engaging the audience with meaningful content in his keynote event–people AT the event were texting it to their Twitter accounts, his own company’s application! I saw how human and sometimes even completely LOST people at SXSW seemed to be when it came to what was happening to them. I kind of appreciated it. It made more sense of everything that’s currently wrong with social media for me.

This all got me to thinking about the lingering delusions that the social media “elite” seems to have going, and I came up with a solution that seems to me the only way I care to get behind. If it’s social media, then why do so many of the people who “lead” it seem to be so…unsociable? I watch as I and tons of others approach these unapproachable leaders of the social, or step on their toes by seeking their precious approval. Makes any sense whatsoever? It’s one thing when people are objectifying you as…whatever, but these were basically all people just trying to engage the “social media” leader, to engage a supposed authority. Hmmm…

I recently wrote a more lengthy and detailed “how-to” on setting up a social media presence quickly and painlessly, but the how is kind of easy compared to the WHY. So now I’d like to lay out my own thoughts on social media strategy and what it means to “build trust”.

What does “trust” even mean on the internet–or marketing? Why should we worry about trust if the goal is to sell? In short, because the goal of selling is too greedy-hearted to make the incredibly long haul to true success. Okay, maybe this point is easy. But how does one “give up” selling?

Companies do not live. People live. And people work in companies. When the company hits an iceberg, hopefully the people exit the ship and have somewhere good and warm to go. Hopefully they’ll pull together and share resources, take care of each other. When a ship hits an iceberg, people remember what’s important. Well, when a company is riding high on the waves, shouldn’t we still keep people firmly in focus? Aren’t people the point ALL the time? So why doesn’t it feel that way in the cold shadow of some of the more prominent Twitterers, for instance? Are cliques killing the democratic “social web” dream? Individual reps on Twitter are the company, after all. I notice more and more the strategy here, and it’s basically something along the lines of “talk only to those who can make me/my organization shine more.” I GUESS that’s a version of being social, but it’s not exactly the way I want to be social…

In working with clients who sell all kinds of things and services, it has become clear that the ones who break new ground are the ones who envision themselves from another perspective. The way they become engaging is by demonstrating an appreciation for community. They all “gave” to some extent and the feeling of receiving “so much” and without any sales pressure is what didn’t sell everyone, but is what did sell more than they previously sold. I saw it. I helped measure it in some cases.

If you’re a celebrity, let’s face it, you’re here to rally fans, but regardless of who you are or what you do, you’ll need something to engage people with if you’re going to use tools like LinkedIn, Twitter, Facebook and say Digg or Buzz as a rallying point for your social media front. Engagement is in the final analysis, about giving, building community. Building social media presence should therefore really be an act of building rapport and  community.

I propose that community is the only way to love what you do and make it work. Moreover, I propose that community-at-large is the only kind of community worth having in the end, because it has no antithesis, no ultimate opposition, no counter-productive tendencies. Community absorbs minor passing frictions. Community is a church of good values for the sake of good values. I propose not only that community is the point, but that you have to start somewhere, in a smaller community perhaps that will allow you to work as if it’s for everyone, until the day that you stop questioning whether or not what you do is for the good of everyone. I propose that if you can’t see where you fit into the communities that exist around you, then you need to take a step back and reflect on what community means to you. Why do anything where it’s “me against them” or even “us against them” or even “us against that guy over there”? The only kind of community that feels right is the end is the kind that doesn’t omit anyone. When you can see your place in a potential community-at-large situation, then you can help build or even create the kind of meaningful relationships you need to succeed at being a whatever-you-wanna-call-it.

Representing the values of being a good member of the community is going to be my argument for how to conduct the building of trust in the new media arena. Giving what’s needed when its needed most, even if it’s just…space. Demonstrating a lack of greed and an abundance of good intention. And the only way to demonstrate all that…is to go ahead and become it, not just to say it, but to do.

I recommend that companies practice building social media presence by rethinking what they’re actually doing in the first place. By focusing on making their event horizon an engagement with the community-at-large in terms of giving to the community-at-large. I want them to FORGET to take credit and get wrapped up in the giving part. I mean, think about it. Don’t we all secretly wish that all CEOs were evangelists for community-at-large?

This…community-at-large…is the only place where you’ll come to see your role in other people’s lives (including customers and clients) and begin to develop a conversation with them, and with what was formerly your “target audience.” This is where social media and your communications can actually get fun and start to become more like mingling at a cozy gathering of people doing more than quoting famous people and smiling through their teeth with one finger on the “SELL!” button.

THE ROBOT FACTOR

Malfunctioning Eddie, the Robot Car Salesman: "At these prices, I must be malfunctioning!"

Social media marketing is remarkably often cold and calculated, stiff–alligator smiles. People know PR when they see it. PR always seems to come off as “we are targeting, conditioning, branding, or otherwise doing various stuff to you”. It may fly in the moment, but people recall, process, grow, mature past such tactics. What we should be doing is communicating with and representing community values of sharing and giving for the sake of sharing and giving. This is where people are happiest and it’s how reputations have always really been made, including the reputations of good companies. If you’re an information-hawker, becoming a socializing giver of great info, innovation, inspiration (how about your own!) and value will in the end make your public image a much more profitable asset–because it’s a reality behind the image.

WHAT COMES OF BEING HUMAN

In the end, community buoys up the good people, and lets the not-so-good rot in their own undoing. People reciprocate kindness, generosity and demonstrated community values. Trust is something basic and elementary built upon experience. It’s not diffcult to be a member of a community. It’s the easiest thing. What’s difficult is holding on to the idea that you are somehow completely separate from all of these “others”. What a herculean act of will THAT is.
[tweetmeme source=”MarkBrimm”]

Who are you fishing for?

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I realize that my own blogging is still relatively young in blog years. And no, I’m not engaged in a competitive attempt to get the goat of bloggers here–it’s something else. A very tricky “something else” (I can be kind of a tricky guy).   

Marketers often aim for a non-existent target reader. It shows in how they address their as-yet-to-be-defined audience. Instead of shooting for a tin can in their backyard in the well-lit daylight, they’re aiming for an abstract moon at dusk. Why we do this is sometimes a mystery upon closer examination. And then it hits you: “I haven’t even thought through who my audience actually is yet!”   

This is a frightening thing for a content writer who blogs or writes copy for their own sites. It’s even more scary for those who write for a client. Not knowing exactly who you are writing TO is a problem more writers have then they themselves would like to admit. The reasons are mainly of one sort: time.   

The feeling is that we don’t have time to focus enough to fully penetrate who this reader really is and thus we we’re really writing this content in the first place. Copy is a misleading term, because it’s not about copying anybody or being unoriginal, in fact copy writers are expected to be original and startling, to unnerve and shake the reader’s expectations up in the blender of creative expression.   

So how is it that we become unclear whom a piece  is for? Because the illusion of time. Time is not hindering you from putting your best effort forward, a lack of focus is doing that. That just means you aren’t focusing because your environment or your mood is off, not tuned in to the creative process. It’s not that other people are hindering you so much as your lack of ability to focus.   

I’m always taken aback by people and “experts” who claim that creativity is hindered by influence…really? Really think you can create without influence? Try it some time and see just how full of influences everything you do really is! There is no creation without influence. Even your own creations of 1-2-3 influence your next creations of 4-5-6.   

A writer is ultimately doomed to be influenced in all “original” creations. Deal with that and you’re going to be able to see that it’s not what you are handed, but what you’re doing with what you’ve been handed that matters. That’s what the reader inherently knows to look for. As a writer, however, we can get lost from this realization about the creative process.   

When you think you’re writing for social marketers specifically for a particular piece, you may in fact be writing for all marketers. This piece, for example, is for all content writers, but if it were just for social marketers, I should probably want to address items in detail that they are confronted with, like say, how to writer with a hook title, how to include the best possible excerpt teaser, or how to have a burning red-hot focus on the point of the piece throughout. Since it’s not about any of those, I’m more all over the place on this one, but that’s more to the point of my purpose here.   

In hindsight, this entire post is a kind of throat-clearing as a writer. I think (I hope) it may help others in the congregation to feel it’s okay now to clear theirs, as well. At least that’s how it always seems to go the few times I found myself in a pew. Want to cough? Go ahead! Cough up a comment or two while you’re at it! [tweetmeme source=”MarkBrimm”]

[tweetmeme source=”MarkBrimm”] If you already know everything there is to know about social media, then please move along.

…Still here? Great! Me, too!

While I don’t claim to be a foremost authority on social media (or much of anything else, I’ve decided in later life), I’ve learned a  thing or two while learning that fact: pay attention, watch, read, learn. This small list is not a “new books” list by any means, it’s a “you should have already probably read these” list for people newer to social media or who, like me, may not feel comfortable in casting aside the classic standards of the social media resource genre just because their time is valuable. Some of these authors do not entirely agree, which sis actually valuable in that you get some not-quite in-sinc takes on some social networking issues.

If you’re anything like me, you consider a good read on worthwhile subject matter from a durable voice a worthwhile use of your time. And for the record, these links on the titles below are referral links. If you click them and buy the books, I’ll get a tiny little commission to legitimate investing more time in this blog while I pursue less profitable posts, and which I think is pretty fair, and not only gets a great author a new sale and reader, but provides the visitor with a valuable new proven resource to study and refer to (hard copy, no less, which can be great for impromptu inspired notes as we all love to make). That said, hope you find this little list useful. And now (in case you’re still reading this blur at the top of the screen) the drumroll please…

1. Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust by Chris Brogan and Julien Smith

The low down :

Twitter and Facebook are shaped as much by a noteworthy book as they are by its readers, admirers and practitioners of any insights they hold. And this one has lots of insight, as well as kudos from the social media community. Brogan and New Labs Marketing continue to be a driving force in demonstrating community and the principle of “trust” for social media marketing and networking. There is a good reason this book is first. Where it may not be a how-to in some respects, it is an absolute eye-opener about what the authors and a few others have long ago realized about the importance and nature of trust and transparency in social networking and social media marketing. For this reason, I would seriously recommend starting here, only because it’s the most insightful reading of key issues in social media and social networking at large.

2. Tribes: We Need You to Lead Us by Seth Godin

Here’s why :

Seth Godin is a prolific writer of books on what could be called “social media theory” and while I don’t own (and haven’t read) most of his other books, this one inspired the world to get on social networks and use them for things they really care about. If you want to understand the “twibes” phenomenon, or the possibilities of social media, you should start here.

3. Socialnomics: How social media transforms the way we live and do business by Erik Qualman

Why I picked this:

As some have pointed out, the book is short of documentation, and long on examples (remember “Dancing Matt” on YouTube?), but it is intended to show corporate decision-makers why social media is important to their brands today, and that it does brilliantly. While not a handbook on “how-to” for what it sets out to do, it certainly succeeds. It is a starter course, along with the previous two books on our list here, on why your company should consider going social with a brand.

4. Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media) By Brian Halligan, Dharmesh Shah, and David Meerman Scott

My reasons:

Low-budget marketing forces one to become smarter than the big guys. This is the unlikely advantage of having little or no venture capital in the hands of a survivor. Inbound Marketing shows how to apply the older branding principles of Al Ries and company to new levels in the age of social networking where PR can be a matter of viral phenomenon hits and misses.

5. Crush It!: Why NOW Is the Time to Cash In on Your Passion By Gary Vaynerchuk

A powerful book:

Gary Vaynerchuk is a marketing coach on steroids, with energy and drive that most us will never quite have. That’s his drive, to find a better way, to see deep into what the problem is quickly and put a solution into the fray. As Gary cogently explains, advertising dollars are what’s ultimately at stake for a blogger with a keen eye or a topic expert with a visionary outlook. And best of all, Gary practically tells you how to do it by giving you sample strategies that can inspire you to find your own model. Not to be missed.

6. Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide

By John Jantsch

A book full of tested insights:

John Jantsch has been doing and thinking about guerrilla marketing for a long time now. He’s all about low-budget marketing tactics that actually are proven and work. So this book is somewhat of a toolbox of such tried and true strategies for those who may have missed the dialogue in recent years. Consider Jantsch the knowledgeable uncle in marketing you could have seriously learned a thing or two from when you first started out. If you’re like many of us, you find that he has a few tricks up his sleeve that are always well-worth the purchase price. Also, it’s a great way to see how guerrilla marketing has evolved before and since this book, and a great way to see the value in defiant marketing voices who speak their mind (agreeing with them is not really the point, right?). After all, this is how social media was basically born, out of the grit of tenacious guerrilla marketers fighting expensive tanks with grenades and banana peels–and actually winning market share. [tweetmeme source=”MarkBrimm”]