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 only complaint so far really isn’t about the book, which is a very worthwhile read, so much as it is a general idea 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. I guess I’m frustrated because I’ve been carping on this for years and haven’t seen the kinds of uptake and results that I know are possible.

Here’s an example. (More…)