Chapters one through three of Ben McConnell and Jackie Huba’s Citizen Marketers book introduce readers to the emergence and popularity of social media through web sites, blogs, and other web-based communication media. As fans of social media, McConnell and Huba seem to write with the purpose of establishing a framework for citizen marketing. In chapter one, the authors characterize citizen marketers as one of the following:

1) Filter – collects and filters new traditional and interactive media content;
2) Fanatic – described as the true believers or product evangelists. Fanatics analyze the brand, praise the company, and criticize company mistakes in an attempt to improve company or brand outcomes;
3) Facilitator – creates online communities for products that enable consumers to share knowledge and resources about the product; and
4) Firecracker – creates and distributes a novel product (e.g. a funny video) that gets widespread attention for a limited amount of time.

According to McConnell and Huba, citizen marketers make up a small percentage of online users representing what they call “1 Percenters.” They write, “Like the outlaw motorcycle clubs, citizen marketers usually work outside the boundaries of a corporation or sanctioning body. Sometimes there is little recognition for it, but they are dedicated to and protective of their work and the community they create” (p. 33).

In the opening chapters, McConnell and Huba only present digital media and citizen marketers in a positive light. The authors praise citizen marketers with empowering consumers. Examples of citizen marketers show consumers using new media to fight or object to corporate business practices. The authors describe citizen marketers in almost philanthropic or altruistic terms. In addition to the quote above, they state that citizen marketers are ususally “transparent about their motives and associations” (p. 24).

While I agree that some citizen marketers are creating blogs and web sites to promote their favorite product or celebrity without personal gain, I strongly believe that many are searching for some type of notoriety or acknowledgement. Take the FreeFiona.com example: A fan puts up money to organize a public campaign demanding that Sony Music release Fiona Apple’s second album. I seriously question this fan’s motives. What fan goes through that much effort without atleast expecting some token of appreciation from the artist? I’m sure company freebies, discounts, advertising dollars, and endorsements are welcomed by bloggers and other citizen marketers. I don’t think there’s anything wrong with this. We all want credit for our services and ideas.

In chapter eleven of Naked Conversations authors Robert Scoble and Shel Israel provide a set of tips to help new bloggers create and maintain effective blog. Scoble and Israel encourage new bloggers to begin the process by reading other blogs to see what topics are being discussed. Bloggers are advised to limit posts to one central topic so that the blog (as well as its readers and contributors) stay focused. Bloggers are also advised to write with passion, invite comments, and make themselves accessible outside of their blog.

Scobel and Israel’s most interesting recommendation is number ten: Get out into the real world. Bloggers who gain popularity are encouraged to create an identity outside of computers and text messages by presenting on their topic at conferences and trade shows. The authors write, “If the only way people know you is through your blog, you become one-dimensional” (p. 179). This tip shows that people are developing and using blogs with the intent of gaining notoriety.
This tip is also interesting because it shows that face-to-face communication is just as important as two-way interaction through computers. To create a stronger social presence, both traditional and digital communication methods should be used together.