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Is your business Radically Transparent?

Andy Beal and Dr. Judy Strauss have a new book out with the great title Radically Transparent. It’s a must-read for anyone concerned about their reputation, in these days of online conversations that can lift up or submerge your brand image in a matter of minutes. Marketers, PR folks, and just about anyone who works on the Internet need to understand the ideas in this book. I read it a couple of months ago as a preview copy that Andy sent me, but I wanted to get the published version in my hands before writing this review. It’s everything I expected it to be from the preview.


There are lots of different kinds of books. Some are best at the big idea, but are short on tactical details. Others are chock-full of practical advice but lack real-world examples. It’s rare to see a book that can execute on all three.
Radically Transparent is one of those unusual books that can give you the executive summary of a big change in the world, explain how you know how big it is for you, tell you what you can do to take advantage of this new world, and illustrate those points with scores of stories from real businesses grappling with this sea change.
You don’t need to be an Internet expert to care about this book—it takes you step-by-step through what you need to know, whether you are a small business or a large corporation. The authors show you what is happening to cause this shift in the way we talk about companies, and take you through the tools you can use to monitor your online reputation, and more importantly, to influence it. There’s even a chapter that helps you take these steps for your personal reputation.
Many good books get written each year—books that are important for some segment of marketers to read. This is one that every marketer should read. My advice is to read it now, before you need it, instead of after some crisis has befallen you. Because if you and your company are not aiming for radical transparency, it’s just a matter of time before your customers force you into it.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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