Six Pixels of Separation Book Review Draft

Do you still use AOL? When someone mentions a “tweet” does your mind immediately think of that little yellow bird and the rest of the Looney Toons? Have you ever found yourself lost in a conversation full of “likes” and “tags”? If you answered yes to any of these questions, Mitch Joel’s Six Pixels of Separation might just be the book for you!  In it, he takes his audience of entrepreneurs who have little to no experience in the social media world through a journey of its importance to help them make the jump and better their businesses.
If you’re still operating your business in 2012 without the help of any social network sites because you don’t see the point in them and you need several hundred pages of convincing, this book is definitely for you.  Unfortunately, if you don’t fall within that realm, you might want to pick another title.  In his book, Joel is certainly effective in explaining conceptually why social media is an useful and necessary marketing tool, but he fails to explain enough of the how.  

  • Baym’s social shaping approach – how technology and society interact w/ one another; how to bridge on & offline realities
  • audience = affects his ideas because he is teaching them conceptually how to use SM & why (explains sites somewhat but not specific how tos)
    • remember digital divide
  • ethical: addresses the importance of community w/ social media → trust, honesty, realness, valuable content
    • emphasizes that credibility is everything [build everything by being credible] – have open forum with clients – no false claims
      • digital darwinism favors community, not creator/enabler of content → traffic does not equal community, attention does not equal trust – be helpful, be sincere
    • ethics of linkbaiting → don’t create content just to create it b/c of credibility
    • build a strong community – faith based initiatives, viral expansion loops
    • connecting does not equal engaging – be responsive and fast
    • give consumers tools to improve brand; adapt w/ consumer
  • what is book missing?
    • false hope? not as easy as it seems to be successful with it and build a following → he tells them ~digital marketing is about being slow – real results take time~ but creates an incredible idealized view as you can’t be sure that it will ever happen – not that simple to get people on board (but he is just trying to get them involved…)
      • suggests as long as you’re committed, you’ll get some return → investment [emphasizes value over #
  • good/important points
    • personal brands nowadays have size, power, aud, influence to rival corp brands – everything to do w/ business
      • you are media; your personal brand = most important ally – can’t fake passion/sincerity  [false…. online…]
      • find your voice, don’t let it fade
    • your community def exists → become a part of it – find your niche
    • “your brand is not what you say it is…it’s what google says it is” → search defines you!!!
    • online channels  = free publishing = build own channels
    • need a website, NOT a luxury anymore
    • everything is online forever – watch what you say and do
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