Attack of the Customers: Why Critics Assault Brands Online and How To Avoid Becoming a Victim

overall review is that the authors did an excellent job keeping the readers engaged. Personally I have a difficult time reading informative books. However, this was not the case . The book begins by diving directly into a modern-day example of a company being online attacked. In the example the attacker publicly stated her issues with the new company product and because she felt like she wasn’t being heard created a Facebook that gained traction. The traction gained by this page not only voiced her issues but just about any and every one with an issue with the company began voicing it on their as well. The book immediately showed how the attack was countered. The book started out informative but because the information was related to an issue that everyone with social media are familiar with it was easy to get drawn in. The first chapter set the tone for what to expect in the rest of the book. It was really informative without the typical bore of informative books. I personally wasn’t thrilled about having to read or do book reports but this was overall a really good book. I will probably read it again and keep it nearby as I graduate and venture into the professional marketing world.

This is a sort-of 'Social Media Defense for Dummies'. Using well-documented attacks on corporates through social media, the authors illustrate the pitfalls awaiting unwary organizations.The highlighted cases all reacted to attacks in different ways, giving a wide variety of practical examples and their results which indicate the potential reaction of consumers to each type of response. The language used by the authors is non-technical and non-judgemental, providing a clear and unbiased view of the pros and cons of each type of response. Many of the insights are counter-intuitive and could probably only be gained by bitter experience in the absence of this guide, so I would count this book an essential tool for anyone considering, or already involved with, a social media corporate platform.The style of writing is fluid and informative, without sinking into dense intellectualism, and the book is a surprising page-turner. For anyone involved in the crafting of a social media policy for a corporate, this book is very timely and should help to avoid some of the lasting and damaging mistakes made by others.I recommend it for its clear examples, carefully drawn conclusions and easy-to-follow advice.

May Hauer-Simmonds said: Good book! All about how to deal with hate comments, trolls and bad rep online. The writer really makes good examples and situations. It is easy to read and it gives you real life examples! Good work!

I have subscribed to Paul Gillin's newsletter for nearly a year now, so I was already a fan of his work before reading this book.The first thing I realized while reading this book was that having a Facebook and LinkedIn account has not given me much useful knowledge about social media.The nice thing about this book is that it provides a lot of useful information in a style that is easy to follow and understand. It starts off with real-world examples of both the wrong way and the right way to handle online attacks and then follows in greater detail with information about what your company should and should not be doing to plan for and deal with attacks.There are many mentions of internet resources, top influencers and the tools that they use (blogs or other social media tools). If I had one request for this book, it would be a companion website that lists these resources with brief descriptions so that I didn't have to fill my book with sticky notes. But that's nit-picking; I really liked this book.

Very easy to read and hard to put down! This book is applicable to almost every business out there and will definitely teach you a thing or two about how to deal with modern aspects of brand perception. In other words, there is a TON of information in here on how to deal with bad reviews, etc. and other great advice to help make your business shine in the eyes of consumers. Must read!

I bought this book for a class thinking it was going to be a dull overview of social media attacks, but it was quite the page-turner! I really love the descriptions of the cases and viewing how companies handled these attacks! I'd definitely recommend this book as a must-read for anyone working in social media!

If you are new to Social Media this is a "must read". If you have been participating in Social Media for quite some time this is a "must read". Each chapter had useful "take away" information. A definite recommend to read for business professionals who need to know more about Social Media.

I have read all of Paul's books and always learn something in the process. Today I work with advertising agencies and their brands directly and the insight gained from this book may become quite valuable. Don't wait until your company is attacked. Understand why and how it may happen and develop an action plan before the crisis. Paul and Greg show you how. I consider this a 'MUST READ"!