Customer Reviews
A good read if you are new to internet. That's all there is to it. - By: Rogiers Vladimir, 21 Oct 2008 
If I get one good idea from each book I read, I'm quite happy.
This book truly has some good ideas like an analysis of the most over-used & under-meaningful phrasesin PR. But apart from a handful of nice-to-knows this book is really disappointing. Too many pages for too few need-to-knows.
This book is probably good for newbies to online (and social) media (i.e. they who don't know what a blog is), but I certainly cannot recommend it for "advanced users".
For the former it's a nice kickstart, for the latter it's merely an overview of what you already know & hence a waste of precious time.
this is a bad boring book... - By: Sa Dedeyan, 30 Sep 2008 this book is really bad!! other than telling us that blogs are the new PR & that content is king, nothing is NEW, the book keeps repeating itself..i dont reccomend it to anyone!
Authoritative and eminently readable - By: Oscar Del Santo, 27 Aug 2008 
Reputed consultant & keynote speaker David Meerman Scott hits the bull's eye with a timely, well-written & thoroughly enjoyable book that does just 'what it says on the tin'.
Full of relevant examples &in a conversational tone, Mr Meerman Scott reveals the new rules of PR & online marketing & shows how to engagein a meaningful dialogue with clients & stakeholders bypassing the traditional media stronghold on information.
Not to be missed.
Excellent resource for online marketing - By: B. Grehs, 20 Aug 2008 
My business targets pre-start ups, new businesses & established businesses & I have found this book extremely helpfulin its extensive detail about the ever-increasing opportunities for companies to promote themselves online. If you have a limited marketing budget this book will give you lots of ideas which can be implemented at a manageable cost. As a marketing strategist who always insists on goal setting & target audience definition as a starting point for any business or business project, I particularly liked Section III, which deals with establishing organisational goals & identifying buyer personae for products and/or services. An excellent resource which is very relevant to the modern world of online marketing.
New lamps for old - By: G. C. Fry, 03 Mar 2008 There are some real gems & lots of good, solid, practical insightsin this book. And I have to admit after some initial scepticism, this book is the first to provide me with real insight into how the Web, & blogging more specifically, can be used to aid PR & marketing strategies.
This said, I found Scott less good with the underpinning theory; he has a tendency to make a few too many assumptions & is a bit too loose with the generalisations. This isn't necessarily a bad thingin itself, as it can make the writing `pacy' & accessible. However, I would certainly take issue with the way he defines marketing. It's a pretty one-eyed view, & to make matters worse its advertising he focuses onin the list he draws up detailing its shortcomings. At the best of times resorting to `man of straw' arguments is dubious rhetoric, & initially this made me doubt the book's `authenticity' or thought leadership, as Scott would perhaps call it.
I would also argue that `interruption advertising' still has its place both of itself & when integrated into Web-based strategies. The creative variations of Cadbury's `Gorilla' advertisement on YouTube offer an intriguing insight to what can be achieved.
The issue I have with Scott's book is, that to begin, he is so concerned to argue the old marketing & PR rules are dead, that he dilutes the message about how the old & the new might be better integrated to deliver more effective communications, at whatever level of access. But by the end of the book, his more measured, thoughtful & practical approach had turned me around.
For me, Scott sums up his bookin the following statement. The new publishing model on the Web is about. . . delivering content when & where it is needed and,in the process, branding you or your organization as a leader. When you understand your audience, those people who will become your buyers, you can craft an editorial & content strategy just for them. . . . In order to implement a successful strategy, think like a publisher.
Two final comments: understanding your audience is classic, `old marketing'. Secondly, thinking like a publisher is not exactly easy, but it's what conventional PR attempts to achieve when crafting messages for its audiences. So, let's be careful not throw out the baby with the bath water.
