Paul Gillin shares why it doesn’t matter how many people follow you and why the customer is in control in this episode. Plus, how you can reach your target audience with new media marketing and learning to think like a reader.
Paul Gillin is a speaker, writer and B2B content marketing strategist who specializes in social media. Since 2005 he has advised marketers and business executives at companies across the globe on how to realize the potential of new media to transform their organizations and strengthen customer relationships. His critically acclaimed 2007 book, The New Influencers, was one of the first to awaken markets to the disruptive potential of social media. Among the more than 100 positive published reviewers were The Wall Street Journal, The San Jose Mercury News and the BBC. He followed with Secrets of Social Media Marketing in 2008 and Social Marketing to the Business Customer (co-authored with Eric Schwartzman) in 2011. His most recent book is Attack of the Customers: Why Critics Assault Brands Online and How to Avoid Becoming a Victim, which was published in 2013. He is a prolific writer who has published more than 300 articles in marketing- and media-focused magazines and websites since 2006. He wrote a monthly column for BtoB magazine for seven years and contributes regularly to other online marketing and communications sites. His work has appeared in scores of publications, including The New York Times, Advertising Age, Media Post, Mashable and the San Jose Mercury News. His website is www.gillin.com. He also writes the popular Newspaper Death Watch blog, as well as his own blog: paulgillin.com.