Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership
by Joseph Jaffe
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Book Summary Information
Author: Joseph JaffeEdition: Hardcover
Published: 2007-10-19
ISBN: 0470137320
Number of pages: 320
Publisher: Wiley
Book Reviews of Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership
Book Review: Jaffe is right on!
Summary: 4 Stars
In his newest book, Join the Conversation, Jaffe hits the nail on the head. Marketers need to come to terms with social media and understand that we now have the tools for building connections with consumers via the Internet. Conversational marketing give us the opportunity to go beyond engagement to experience, giving us the opportunity to form the bonds of community. Web 2.0 enables a new form of echo branding - where consumers develop an identification with a brand's values, this time through online conversations.
The only negative thing I have to say about Jaffe's text is that his style is chatty and casual at times. However, this may actually make it more readable for some. At times it was a little much for me.
In general, Jaffe's premise is right on. This is a great book for marketers and non-marketers alike. C-suite executives who haven't figured out the relevance of social media should read this book - and then make sure their companies join the conversation.
Summary of Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership
With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.General Books
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