THE author, president of Twist Image, an award-winning digital marketing and communications agency and Canada’s most influential male in social media is responsible for building the vision of modern-day digital marketing and communications through this agency of his.
He says that most business people even today don’t need blogs and nor do they listen to podcasts or smartphones and Netbooks and so to prod them to do so. Mitch Joel decided to write this book and give to the entrepreneur, the business manager, the vice president, the CEO and anyone else in the business world, who is not engaged in these channels, a better understanding not only of what they are and why they are important, but also of how to use these. He provides stories of individuals and narrates personal anecdotes of people who have used these channels and what they have done to make their mark.
All methods of business have undergone a change over the past couple of years. As a result, there has never been a more important time to understand the myriad digital demands and free publishing tools that are relatively cheap and easy to use. Connecting and being validated is a major part of our lives. As a business owner, one needs to have an inkling of the interest about why human beings do things and then why they are compelled to share their experiences with others.
Researchers have uncovered that human beings’ needs are met through social networking. They have identified ‘six social needs’ in order to help entrepreneurs understand how to create better affinity with the consumers. Some points listed by Mitch Joel are:
Online social networks provide people with the ultimate tool for defining and redefining themselves as evidenced in profile pages of Facebook and MySpace
The need for autonomy, recognition and achievement are essential to our sense of self-worth and are fulfilled in online communities, blogs and social networks that provide a way to develop and manage a virtual reputation.
In brief, it describes the world where each of us is connected and where one opinion quickly turns into everyone’s opinion. How we build trust in our brand, our business and ourself is going to be an important part of how our business is going to adapt and evolve.
(Business Plus, Hachete Book Group, 237, Park Avenue, New York, NY 10017.)