Six Pixels of Separation

June 29, 2009
A digital marketing maven who parlayed a podcast into a thriving career, Joel extends the notion of human interconnectedness by six degrees to the virtual world. With abundant Internet social networking sites and mobile texting, “we are all intrinsically connected,” he argues in this accessible primer to capitalizing on connections to increase brand awareness. New breeds of entrepreneurs are being created daily, he asserts, using free publishing tools available on the Internet to create brands and develop audiences on a scale that rivals the biggest firms in the world. Joel cites such success stories as Gary Vaynerchuk of Wine Library, who transformed his parents' New Jersey liquor store from a $4 million business to a $45 million one in five years by connecting to Facebook and Twitter and creating a video podcast to lure customers. More than a mere collection of inspirational case studies, the book offers practical advice, from choosing a catchy blog name to tips on Web presentation. Joel has created an eminently readable guide to harnessing the various tools available across the virtual landscape.

August 15, 2009
Both of these titles explore the interconnected machinations of the business and personal worlds. Sull (management, London Business Sch.) offers the big picture, suggesting that turbulence creates new and often global opportunities, which individuals must be able to respond to proactively; however, his dependence on business case studies is hardly innovative. On the other hand, Joel (president, Twist Image), once referred to as a "rock star of digital marketing," offers more concrete suggestions for participating in an ever more connected world; of particular interest are his thoughts on transforming virtual relationships into face-to-face ones and dealing with the media.

Copyright 2009 Library Journal, LLC Used with permission.