Paul Gillin’s Attack of the Customers: Don’t Be A Victim


THUMBNAIL_IMAGEI now have a copy of Paul Gillin’s book Attack of the Customers, available on Amazon, which I’ll dive into just after CES. The jist of it is how customers are rising up to have their voices heard: Why critics assault brands online and how to avoid becoming a victim.

He raises the point that an attack from a customer or a flurry of customers can go global and viral ina matter of hours, not days or weeks. The impact to a big brand once something negative goes viral can be traumatic.

Attack of the Customers explains how social media can be used to destroy as well as to build. It offers actionable strategies to prevent and prepare for disasters before they strike a company, demonstrating ways that creative engagement can turn critics into raving fans.

Read an excerpt from the book Gillin published many months ago before the book was published using the example of when Procter & Gamble announced the most significant technical advance in disposable diapers in a quarter century. The new Dry Max line featured an absorbent gel that improved diaper efficiency while cutting materials and costs by 20%.

He uses real examples from some of the biggest brands today. He asserts that customers complain because they care and when they care, you can turn a disaster or potential one into a positive outcome using social media and other effective ways to communicate online.

Additionally, Paul’s blog post on the book’s unveiling offers a discount code for 30% off.


Renee Blodgett
Renee Blodgett is the founder of We Blog the World. The site combines the magic of an online culture and travel magazine with a global blog network and has contributors from every continent in the world. Having lived in 10 countries and explored nearly 80, she is an avid traveler, and a lover, observer and participant in cultural diversity.

She is also the CEO and founder of Magic Sauce Media, a new media services consultancy focused on viral marketing, social media, branding, events and PR. For over 20 years, she has helped companies from 12 countries get traction in the market. Known for her global and organic approach to product and corporate launches, Renee practices what she pitches and as an active user of social media, she helps clients navigate digital waters from around the world. Renee has been blogging for over 16 years and regularly writes on her personal blog Down the Avenue, Huffington Post, BlogHer, We Blog the World and other sites. She was ranked #12 Social Media Influencer by Forbes Magazine and is listed as a new media influencer and game changer on various sites and books on the new media revolution. In 2013, she was listed as the 6th most influential woman in social media by Forbes Magazine on a Top 20 List.

Her passion for art, storytelling and photography led to the launch of Magic Sauce Photography, which is a visual extension of her writing, the result of which has led to producing six photo books: Galapagos Islands, London, South Africa, Rome, Urbanization and Ecuador.

Renee is also the co-founder of Traveling Geeks, an initiative that brings entrepreneurs, thought leaders, bloggers, creators, curators and influencers to other countries to share and learn from peers, governments, corporations, and the general public in order to educate, share, evaluate, and promote innovative technologies.
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