Wednesday, June 25, 2008

Citizen Marketers

I came across a really interesting concept called Citizen Marketers - which is actually the title of the book written by Ben McConnell and Jackie Huba. They market their book as a culteral guide rather than a business or marketing guide and they examine significant changes caused by social media. Just glimpsing at the excerpt from Chapter 1 - about the 4 F's leaves me curious to read more. Here is a short extract:

"Chapter 1: Filters, Fanatics, Facilitators, and Firecrackers
People who create content on behalf of products, brands, companies or other people can be classified into four different categories: Filters, Fanatics, Facilitators and Firecrackers. The 4 F's. From the professional journalist whose part-time hobby of maintaining the Starbucks Gossip blog (Filter), to the blogger who loves McDonalds and wants the company simply to be "awesome" (Fanatic), to the car owner who maintains an online community for fans of the Mini Cooper (Facilitator), to the teenager who unwittingly drove up sales of a webcam brand with her impromptu video demonstration on YouTube (Firecracker), the work of the citizen marketer is varied but the categories are often remarkably consistent."

There is also a webinar coming up on Thursday, June 26th - stay tuned as I will post it.

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