I’m reading Ben McConnell and Jackie Huba’s Citizen Marketers on a friend’s recommendation. A lot of folks in his agency are starting to tweak on “social media” and this highly regarded (and extremely readable) examination of viral and customer-generated marketing activity is guiding a good bit of their thinking and questioning. Good on ’em – a lot more companies need to be exploring these issues, as well.
My biggest complaint so far really isn’t about the book so much as it is a general idea that the book helps perpetuate – that all this online activity, and corresponding company attention to it, is a very new thing. To some extent this is true, of course – as I note above, it’s not like engaging the blogosphere and the “citizen marketer” is something that a lot of companies are doing, and even fewer are doing it effectively. But just because most players haven’t caught on yet doesn’t mean that an idea is necessarily new.