David Meerman Scott is at it again. If you read his groundbreaking 2007 book, The New Rules of Marketing and PR (pictured at right), you’re on notice. You need to read it again. No, not the original–David has updated his book with a second edition that contains 40% new content, including loads of case studies and stories not found in the original edition. When the first edition came out, it was one of the first books to help veteran marketing and PR pros to understand what was happening online and how to change their thinking to adapt. But three years is a long time in this business, so it’s time to bring out the second edition.
I’ve had to update a book to a second edition, so I know it’s not easy. In fact, in some ways it is harder than writing the original book, because you must check every URL, every fact, to make sure that everything is still true. What’s more, in this business, things change so fast! When David’s book first came out, Twitter did not even exist.
Obviously, if you never read the first edition, get the second edition now. Lots of books get published, but a second edition marks a book as one that is so important that everyone in the field needs to be familiar with it. You might find yourself one of the few people who haven’t read David’s book. Don’t let that happen.
But even if you did read the first edition, check out the second edition to find out how the Air Force is using social media, what Obama’s election campaign can teach us, and what you can learn from open source marketing. And re-reading the book is a great refresher on the bedrock principles that all marketers must know to survive in our new connected world. I heartily recommend it.
