I recently stumbled upon a free eBook, written and compiled by Sarah Robinson, who is an authority on building loyalty around a business. This is among the clearest and most provocative works compiled on the new world of social media that I've read in ages. It's compact and gets straight to the point in just 46 pages. Robinson establishes her authority through the voices of several experts (guest bloggers and leaders in their fields) on the topic of brand loyalty. According to her and her guests, a community-driven ("social pull") approach (rather than the old "push" model) can be most effective in marketing, in observing and meeting customer needs. True engagement with a community of customers leads to the collaborative effort of defining a brand. And, without further ado, I give you the eBook...
https://docs.google.com/file/d/0B4WiqUdRMR7hOGVlWnpBUjFUU3lBbXUwZkJHMzl6UQ/edit?pli=1
