Next time I start a permission marketing campaign I will ask myself this ten questions, set by Seth Godin:

1. What’s the bait?
2. What does an incremental permission cost?
3. How deep is the permission that is granted?
4. How much does incremental frequency cost?
5. What’s the active response rate to communications?
6. What are the issues regarding compression?
7. Is the company treating the permission as an asset?
8. How is the permission being leveraged?
9. How is the permission level being increased?
10. What is the expected lifetime of one permission?

If you measure it, it will get done.

You can read more reviews of Permission Marketing at Amazon here.

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Recently I found a definition of social characters in the book Social Networking communities and E-Dating Services which I like to share with you.

Troll/Humourous (25%)
Driven by chaos forces as a result of mental stimuli, would post provocative comments to incite a reaction.

Chat Room Bob/Exoxic (16%)
Driven by existential forces as a result of experiencing gross stimuli, will seek more intimate encounters with other actors.

Snert/Pariah (14%)
Driven by anti-social forces as a result of social stimuli, will seek to offend their target because of something they said.

Big Man/Patriarchal (9%)
Driven by order forces as a results of mental stimuli, will seek to take control of conflict, correcting inaccuracies and keeping discussions on topic.

Flirt/Orthodox (8%)
Driven by social forces as a result of social stimuli, will seek to keep discussions going and post constructive comments.

Wizard/Assiduous (8%)
Driven by creative forces as a result of experiencing action stimuli, will seek to use online tools and artifacts to produce creative works.

MHBFY/Timid (My Heart Bleeds For You) Jenny (8%)
Drive by forgiveness forces, as a result of experiencing emotional stimuli. As managers they will seek harmony among other members.

Ripper/Pitied (6%)
Driven by thanatotic forces as a results of experiencing gross stimuli, seeks advice and confidence to cause self-harm.

Iconoclast/Vanguard (4%)
Driven by the destructive forces as a result of experiencing action stimuli, will seek destroy content that others have produced.

E-venger/Danferous (3%)
Driven by vengeance forces as a result of emotional stimuli, will seek to get personal justices for the actions of others that wronged them.

I hoped that it gave you an idea of why do people use online social networks.

Few peoples can be characterized as one type; most will act as a mixed of several types.

What type are you a mixed of?

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Search Marketing Strategies focuses on the strategic aspect of paid advertising at the search engines. The strategies are explained in a way that is non theoretic and doesn’t go into detail on how to do it.

PROS:
- Between How to do and theory books
- Good book for the one that likes to be able to speak the language of paid search engine marketing. Newbie’s, executives or in-house responsive for an outsourcing paid search engine deal.
- Covers the broad spectrum of topics related to search marketing.
- Includes terms, vendors, technology, fraud issues, metrics, and glossary.
- Mostly focuses on paid search strategy, terms and tactics.
- Brings you up to the level of strategy and down to the level of tactical implementation of pay for performance tactics.

CONS:
- No trick, insider information or deep case studies.
- Could be rewritten to get more focus.
- Good overview about paid search engine advertising, but no information about natural search engine optimization.
- The book is written in a way that feels more like a web site, than a book.

It left me with a filling of having a sales meeting with a consulting company that tells me what to do, but not why and how to do it.

Here is a direct link to Amazon.

What do you think?

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