Book Reviews

The future of advertising is here—and it’s mobile. Social networking websites, such as Twitter, Facebook and LinkedIn, provide a new (and inexpensive) way to reach out to potential consumers.

Online Marketing Inside Out

By Brandon Eley and Shayne Tilley
Paperback, 184 pages, $29.95
SitePoint
www.sitepoint.com

Another name for this how-to guide could be Online Marketing for Dummies. If you need an easy-to-read book about the ins and outs of online marketing, including how to make the most of e-mails, search engines and social media, Online Marketing Inside Out: Reach New Buyers Using Modern Marketing Techniques is the book for you.

It begins by discussing the “changing face” of marketing and public relations in the 21st century—press releases, blogs, websites, podcasts and social media. It can all be overwhelming for those who didn’t grow up in the technological age. Authored by two online marketing managers, Brandon Eley and Shayne Tilley, Online Marketing Inside Out is full of helpful tips, notes and cautions to bring even slow learners up to speed.

The book concludes with information on how to pull together everything you learned in the previous chapters to make a powerful marketing plan, both online and off.

140 Characters

By Dom Sagolla
Paperback, 179 pages, $17.95
Wiley
www.wiley.com

Pitch an idea, make a statement or sell a product in 140 characters. Go ahead, try it. It’s pretty difficult, if not seemingly impossible.

On the widely popular social networking website, Twitter, you only have 140 characters to do just this. Dom Sagolla, co-founder of the site, realizes how difficult this can be. In his book, 140 Characters: A Style Guide for the Short Form, Sagolla provides the tricks of the trade to make the most of your online messages.

Social networking sites have made short-form communication an everyday business reality. Sagolla teaches his readers to say more with less, suggesting that “tweets” should be “short, blunt, vigorous and concise.” Most of the advice in 140 Characters is focused on helping you find the right words. After you learn what to say, this book teaches you how to make the most out of it.

Six Pixels of Separation

By Mitch Joel
Hardcover, 288 pages, $26.99
Business Plus
www.hbgusa.com

Mitch Joel believes the theory of Six Degrees of Separation (the idea that any one person is connected to anyone else through six people or less) is dead. In his book, Six Pixels of Separation: Everyone is Connected. Connect Your Business to Everyone, Joel argues that in today’s digital world, it’s really about the six pixels of separation between people. Google, Facebook, YouTube and hundreds of other online social networking sites are changing everything we know about business.

Joel says most business people are not taking advantage of these digital channels, either because they don’t realize their significance or they simply don’t know how to use them. This book offers help by providing a complete set of tactics, insights and tools on how to use the Internet to make your business “connect, communicate, share and grow.”

“You don’t have to be a computer whiz or a member of the Geek Squad to make the online channel and communities work for you,” says Joel.

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