Hardcover: 224 pages
Publisher: Jossey-Bass; 1 edition (October 2, 2012)
Product Dimensions: 6.3 x 0.8 x 9.3 inches
Shipping Weight: 14.4 ounces (View shipping rates and policies)
Average Customer Review: 4.6 out of 5 stars See all reviews (25 customer reviews)
Best Sellers Rank: #296,020 in Books (See Top 100 in Books) #41 in Books > Computers & Technology > Web Development & Design > User Generated Content #118 in Books > Computers & Technology > Business Technology > Social Media for Business #132 in Books > Business & Money > Marketing & Sales > Public Relations
Ms. Martin has enjoyed tremendous success using Twitter to connect with fan base for her clients who are mostly sports figures or sports franchises. She is known as "The Twitter Queen." Engaging fans through social media, mostly Twitter, has propelled her clients, who include Shaquille O'Neal, to tremendous success. Ms. Martin promises to explore both of these and more celebrity-franchise-as-brands in greater detail. I found Renegades Write The Rules highly readable but short on significant substance. As I read, although I was entertained by her stories of celebrities from the sports world who are her primary customers, I became aware that she was holding real information. For this reason, I feel her work falls short of being a definitive social media guide. Fans of sports celebrities might enjoy it tremendously.Ms. Martin's book is not broken down into chapters. She presents rules. There are eight of them in the book as subject headers. She has rules like Be The Media, Show Some Skin, Get Comfortable Being Uncomfortable. One of the things Ms. Martin does well in many of her examples is juxtaposition and she does this to illustrate these rules, contrasting successful and not-so-successful branding. Although she mostly uses the phrase "social media", she mostly means Twitter. Most of her illustrative examples are outlines of Twitter campaigns with a minor mention of Facebook every now and then.Ms. Martin makes a convincing case for success in social media marketing requiring a management team willing to engage and alter some of their thinking. She offers kernels of wisdom, such as considering ROI not just to be "return on investment" but also "return on influence".
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