This is the question at the heart of UnMarketing, a new book from viral and social thinker Scott Stratten. Stratten (Mr. UnMarketing himself) lays out a strong case that business owners should rely less on traditional marketing tactics and start using innovative techniques via new media platforms.
UnMarketing is a highly entertaining, yet informative read that packs a lot of useful data into 56 chapters related to on and offline social networking. This book challenges traditional ways of thinking and at minimum will make the reader evaluate his or her use of new media. What’s most refreshing is that unlike many books related to social media, UnMarketing has a timeless quality and doesn’t come across as trendy or pushy. Both seasoned professionals and brand new practitioners will find numerous takeaways. This book has the rare quality of being relevant to a wide audience.
Like many good authors, Stratten is highly personable and practices what he preaches. UnMarketing is full of case studies consisting of brands that really know how to connect with customers as well as those who are completely clueless. Stratten offers his take on a wide variety of topis and always talks big picture. One of his strongest gifts is putting ideas into prospective and he takes time to explain all of his thoughts clearly. There are techniques and inspirational stories in this book that have the power to change the way you run your business. I’d be hard pressed to find someone who wouldn’t find at least one actionable idea. Readers who internalize and follow through with the suggestions in this book will without doubt be able to enhance the way they communicate online.
Stratten goes on to state social media is a telephone, not a megaphone. Use it to get in touch with customers as opposed to just broadcasting. Email marketing, search engine marketing, social networks, and customer service are just a few of the subjects that are touched on. Stratten himself is an avid Twitter user and he dedicates a large portion of the book describing positive examples and personal experiences. This is a book that leaves the reader wanting more. Stratten goes far and above expectations and it’s a welcome change to read a piece of work that will make you laugh and think hard. Stratten’s humor and warn personality are present on every page.
From start to finish I couldn’t put this book town and I highly recommend it to new and seasoned entrepreneurs, those interested in personal branding, and anyone who happens to be curious about new media marketing. This is easily one of the best releases of 2010.