The “Rules” are Still New

Social media’s integration with public relations and marketing is still “new.” There are some that are slow to truly understand how we, as PR and marketing pros, can make all these puzzle pieces fit. When is Twitter relevant for my business. Why do I need a Facebook page? What will a blog really do for me?

If you’ve been asked those questions (and I have), you’ll find great support in reading David Meerman Scott’s, “The New Rules of Marketing and PR.” Now in its third edition, it is essential for any up-and-coming pro. Heck, you should read it as a experienced one, too.

The process of how social media can benefit us, our clients, and our employers is evolving daily. Prior to opening Scott’s book, I had not read any of the previous editions. But in reading the third, I picked up so many tips that I was blown away.

At some point, we have had to convince and communicate to higher-ups (or even clients), the value of one of the social networks. In the chapter titled, “Social Networking Sites and Marketing,” Scott lays out a perfect example of a naysayer for Twitter.

“…Or they tell me they are reluctant to try Twitter because they don’t know how to measure the results. But those reactions are based on fear. People are reluctant to try Twitter because it is new and different.”

Scott cites the case of a veterinary practice that specializes in equine services uses Twitter. Now, at first glance you’d probably think, “Why would a horse doctor use Twitter?” But Scott lays out why it IS working and how you can make it work for you.

The chapter I found especially helpful is on mobile marketing. Scott added this section thanks to the explosion of location-based services and how they are being used to market services and products.

If you feel like you don’t have a grasp on how mobile marketing can help you, reading this section of Scott’s book really gives you a good outline of the way to go.

There are so many books out there today that claim to give you the guidance and “must-read” how-to on marketing and social media. David Meerman Scott’s book is not full of hyperbole. It is one you can trust.

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  • Great post Jason, thank you for sharing.

    • Hi Jade,
      Thanks. Let me know your thoughts on the book when you read it!

  • David Meerman Scott

    Hey Jason, thanks so much for taking the time to review my book. I appreciate it. As you know, we’re going through a communications revolution and there are new rules at play. David

    • Hi David,

      I say this with all sincerity, the book provided many great insights and plenty of guidance. Thank you for updating it and it was my pleasure to review it.

  • Harrison636

    That’s really cool that you can point out that everyone can beneift from social media. Event hose who don’t think there’s a market for them like the horse doctor, but in reality Twitter and Facebook are just those outlets that market-less people are looking for. A huge majority of consumers are using these sites and are searching for thier favorite things or services that they nenefit from and by getting your name on those sites you’re getting those viewers attention. It’s pretty much basis advertsiing when you think about it. Getting your name out thier no matter th outlet is just another way to have your name or logo seen and get folowers and consumers buying your product or services.

  • Gsideman

    Everything David Meerman Scott has written to date are must-reads for PR types. Communications continues to evolve, which means we need to keep up with it as closely as Scott has. 

  • Madison112

    This post is very interesting. I think that the majority of people who claim that they don’t feel the need to tweet or use other social media platforms ARE simply scared. Do you think that introducing a management system such as tweetdeck or hootsuite to the higher-ups or other naysayers would be a good way to help them understand the process better? Or do you think that this could possibly cause more confusion and consequently aversion?

  • Bikijohn

    I am actually reading David’s book right now as part of the ‘Marketing Communications’ diploma I’m studying.  What I really like about his book is his conversational way of writing which makes it easier for me to pick up the technologies and concepts that are foreign to me.
    It’s also given me some food for ‘social media thought’ for the fashion blog I recently started-