- Hardcover: 304 pages
- Publisher: Business Plus; 1st Edition edition (Sept. 7 2009)
- Language: English
- ISBN-10: 0446548235
- ISBN-13: 978-0446548236
- Product Dimensions: 15.9 x 2.5 x 23.5 cm
- Shipping Weight: 499 g
- Average Customer Review: 11 customer reviews
- Amazon Bestsellers Rank: #549,535 in Books (See Top 100 in Books)
Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone. Hardcover – Sep 7 2009
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About the Author
Mitch Joel is President of Twist Image - an award-winning Digital Marketing and Communications agency. In 2008, Mitch was named Canada's Most Influential Male in Social Media, one of the top 100 online marketers in the world, and was awarded the highly-prestigious Canada's Top 40 Under 40.
Top customer reviews
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The book itself is good, but it is one of that books that nobody will read in the next decade.
I believe more generic and life-time ideas should be published as book. Maybe, the weblog is a better way of expressing them.
Mitch Joel of Twist Image has written a book on the importance of online brand building and digital marketing that should appeal to every business owner and marketer, because there are tips, resources and tools that we all can use. But it goes beyond just being for the service professional or entrepreneur, much of what Mitch talks about can be easily translated to anyone looking to manage their personal brands in a digital age.
What I particularly enjoyed was Mitch's writing style and layout of the book. An ex-journalist can be as much a curse as a blessing, but Mitch has been blogging and podcasting for over 5 years. The content and value that he provides almost daily in those mediums has transferred so well in to the book and he has interspersed this with real life examples of his own learnings (he admits he has not done it all correctly) and also has many insights in to the way that others have built and developed their brands.
Bottom line is that if you are not involved in social media, web 2.0 or any other 'new form' of connecting then Mitch almost pleads that you have to be - no question, no excuses, no option. He makes strong cases for even the smallest of business to be there and benefit from their involvement, with a very heavy emphasis that it's not about marketing and advertising, but collaborating and connecting with your customer and potential customers.
Do not put this book on a 'one day I will read this' or buy it and then add to the pile by your bedside. Put all those other books, articles, magazines etc you are reading to one side and invest your time in a book that will shift your thinking, challenge your beliefs and cause you to take action not out of fear of missing out or being too late but out of excitement for the opportunity and the sheer fun of it all.
As the title says - "Everyone is Connected, Connect Your Business to Everyone"
The book is well architected. Topics progress logically from basics of the digital channel to future trends. Chapters have a summary at the end. Through out the book Mr. Joel provides lists on topics such as `building trust', `the six online tools you should be using', `the six general rules for a healthy blog', and `the four types of content'. He shares examples from his own career. Mr. Joel asks you many questions to draw you in, forcing you to reflect on his themes.
Mr. Joel lays out the evolution of marketing from a one way feed controlled by few players to open, trust-based conversations between many participants. The ecology analogy permeates the book. There are any many niches that evolve in a "Digital Darwinism". The genes for survival include credibility, responding to your community, patience, understanding your environment, and innovation.
Passion is a core theme. To achieve the required focus and commitment, you must be passionate about your topic. Passion gives you your voice; it supplies the energy to consistently contribute. Passion makes you authentic and keeps you engaged for the long haul.
Also core is the intertwining of the medium and the message. Chapter twelve, "Tribal Knowledge", explores this theme in depth. In effect, content becomes the carrier signal for the message. Content can be improved by collaboration and conversation to be a better carrier signal. A better carrier signal means the message is delivered in a more engaging manner. Engagement is two-way, making listening, responding, and being trustworthy important to success.
Mr. Joel should be proud of his work. He is optimistic and upbeat without leaving the impression that he has all the answers. This is a pragmatic introduction to the topic of social marketing. For further reading consider one or more of "World Is Flat" (T. Friedman), "Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives" (N. Christaskis and J. Fowler), "Tribes" (S. Godin) and "Blue Ocean Strategy" (W. Kim and R. Mauborgne).
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