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Social in Action: When a Book Launch Takes on a Life of its Own

Last week hugely respected marketers Gini Dietrich and Geoff Livingston formally launched their new book, Marketing in the Round, in Chicago. I have never seen so much fuss over a book launch in my entire life. If you’re friends with them on Facebook or follow them on Twitter, you’d be forgiven for thinking they’d discovered a cure for cancer. And I mean this in the nicest way possible.

The level of tweets, retweets, Facebook comments, likes and general shares I’ve seen in the last few days regarding Marketing in the Round is incredible. And the reason, I believe, is because both Gini and Geoff don’t just  know social inside and out – they epitomise social. Not only are their blogs among the most informative and original on the web (the phrase ‘all killer, no filler’ applies to both), but they’re also among the most helpful and friendly people I know. I’ve been fortunate enough to count Gini as a friend for the last year or two (even if we don’t exactly always agree about things social media) and she’ll always take the time out to answer questions, respond to comments, thank people for sharing her content or just to shoot the breeze. And the same goes for Geoff, who is equally as generous with his time, knowledge and experience. Lord knows how they ever find any time to do any work. (My secret belief is that Gini’s business partner Lisa does all the work within their agency while Gini plays on Twitter all day.)

The outcome of all this goodwill towards the pair and their subsequent popularity is that news of their book launch has spread like wildfire. Simply by ‘being social’, they’ve built truly engaged networks of friends, acquaintances and contacts who are spreading their news rapidly among their own peers and networks. Without being asked to. It’s a fantastic example of word of mouth at scale, and those new to the world of social media or struggling to get to grips with this modern way of communicating would benefit hugely simply by observing and learning from how Gini and Geoff conduct themselves online. Think you can’t please all of the people all of the time? Think again.

For those of us in the UK, you can pre-order Marketing in the Round from Amazon. Do it today.

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