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BW Businessworld

The Smart Way Of Logging In

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 1,733,993,741. that’s the number of online users across the globe as on 30 September 2009. It is 25.6 per cent of the world’s population going online, connecting, searching and constantly growing. Six Degrees Of Separation suggests that it is no longer enough to sustain an online identity via just another website, but rather to organically splash yourself across the length and breadth of the Web using strategic plans and tools. This is what makes the book a must-read for entrepreneurs, students and the media shy.

It is not as if most of us are not already ‘logged on’. Nor are we unaware of social networking sites. Still, this book helps us understand the potential of the Web and how it can be harnessed strategically for our business. Therefore, be it blogs, LinkedIn profiles or product features on YouTube, the impact of public opinion — which is now collective and shared by everybody who is logged in — can affect your brand and even measure its success or failure in the market. The author, Mitch Joel, opens our eyes to the wide array of opportunities waiting for entrepreneurs on the cyberworld. This instructive book is enriched with examples of aggressive, yet simple, tactics of making one’s presence felt in the online world and reaching out to a vast Web audience.
Joel practices his techniques through his own blog, which has helped him facilitate his online image. For instance, one of the subjects he elaborates upon is the strong customer connect and interaction that blogs allow, enabling people to associate and personalise a brand. He also explores how integrated digital mediums can be used to evolve effective marketing strategies.
Overflowing with stories of successful entrepreneurs who made it big by using the Internet as a medium of effective brand communication, Joel’s book captures the Web at its most glorious. The idea is to create a niche on the cyberspace. “Never fail to remember that the Internet is, without question, the most powerful and the real focus group of all time,” says Joel.
The digital age of today brings in a revolution of online groups, fan clubs and networking opportunities. They become a tool for creating and sustaining brand loyalty. The idea of making or breaking a brand is handled well in the book. Joel stresses the uses of applications such as Facebook, YouTube, MySpace and Twitter somewhat excessively.
Chiefly, the author emphasises the creation of a transparent digital persona, whether of an individual or a company. Since anyone can access profiles on the cyberspace, public opinion about a brand is shaped through the communication initiated by you. The most significant advantage of Web-driven publicity is that it can be tapped: you know who exactly is talking about you, what they are saying, and where.

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