Whilst the principle research this book is based on is sound, Michael Brito’s interpretation and solution raises questions for me. I don’t believe in influencing reviews by providing the content and training to put them into the world, for me this feels unethical. A large portion of the book is dedicated to the software system on sale from the author’ company.

Participation Marketing: Unleashing Employees To Participate And Become Brand Storytellers by Michael Brito was an interesting look at how company's can increase their revenue and brand awareness through encouraging employees to post about their company on social media. Posts from employee's personal social media accounts have a far different reach than official company profiles. But if a company really wants their employees to be positive brand ambassadors, they need to foster the right environment and create incentives for genuine interaction. People can tell the difference between genuine employee advocacy and forced involvement.

The importance of social media in business is often discussed, but many disagree on the best way to achieve a successful social media campaign. This book draws from a variety of sources concerning sales and marketing data. It also included some short case studies. However, some parts were not as engaging as I hoped. It did feel like a sales pitch at times and much of the information felt like it was focused on and specifically for sales teams as opposed to other departments. It also seemed focused on American markets and companies. I would liked to see a more international outlook. All in all, there are some helpful tips and certainly a lot of points to consider. But each company will have to take their own business model and company culture when implementing these types of programs.

Employee activation is one of the most powerful and underutilized tools available to every company. But how do you create an employee advocacy program? Participation Marketing: Unleashing Employees To Participate And Become Brand Storytellers by Michael Brito arms you with everything you need to succeed.

Many try but most fail to successfully create engaged employee advocacy programs. Participation Marketing: Unleashing Employees To Participate and Become Brand Storytellers addresses the pieces of planning, buy-in, launching, proving ROI, and maintaining such programs, which most miss.

Most employee advocacy programs fail due to lack of planning. It's not as easy as asking employees to share your stuff.

Success states with proper planning. Who will participate? How will you activate them? How will you measure success? What will you share? How will you get buy-in? Where will you get budget? These questions and many more must be answered long before launching.

Participation Marketing guides you through each of these pieces to building a successful program.

While mostly for those who will be building, launching, and managing these programs, there are some parts of this book that feel more focused towards the executive. They don't fit in quite right with the rest of the information presented. Executive buy-in is required for success, but this book isn't really written for those serving in those positions.

The foreword in written by the CEO of an employee advocacy platform. The tool is brought up throughout and then BAM, just as I feared, the final chapter about choosing a platform is just a sales pitch.

It feels like we've been tricked. This book seems to be a piece of content marketing for an engagement platform.

At least be honest up front. Let us know this is all leading up to a hard sell. Don't surprise the user without warning.

This book would have been great if it had explored the many platform options available, instead of hard selling just one.

Overall, Participation Marketing is filled with lots of actionable insights to building great employees engagement and advocacy programs.

Sadly, the single solution hard sell at the end leaves a bitter taste in my mouth. Had the author been honest with their intent, this feeling of betrayal could have been avoided.

Those looking for a thorough guide to building a successful employee advocacy program will find it in this book. Just be sure to check out other platforms for your program, as there are many better options than the single one presented here. You may want to skip the entire last chapter to avoid the sell.

Get your employees active and telling stories about your brand, enabling an authentic and informed form of enthusiastic marketing to be unleashed in the process. This is the focus of this book that looks at the world of participation marketing.

If correctly deployed, the results can be astounding, as consumers value enthusiasm and authenticity, and participation marketing can help form a strong connection for them in the process. However, it must be done carefully, since few are fooled by the faux friendliness and over-the-top excitedness that may remind them of a TV shopping infomercial. Today it is easier-than-ever to get employees active with marketing, as social media and the internet give so many opportunities to extend a company’s voice. It can be an approved YouTube video, quick Instagram video or even help on a Facebook or internet forum. Don’t forget, of course, the social networks that individual employees have too! Just give them the ‘green light’ to do it…

This is an extension of traditional marketing and employee advocacy. Perhaps it is better said to be a consolidation of the two subjects, being an important way forward that should be carefully encouraged and welcomed within a company. Ground rules need to exist, of course, but employees need to be engaged, invigorated and invited to speak out (positively) about their employer’s activities. Not only will this potentially help the company’s bottom line, but it can also improve employee engagement, productivity and loyalty. The book will show you how this can be achieved and it need not be a costly or complex activity either.

It is something that should be considered. You may think that your ‘boring’ company, which produces metal screws and bolts, might not be ‘social media sexy’, but perhaps many of your employees already hang out on social media and online forums that attract people who may buy your product, influence its use or be industry peers. They may be already consuming and discussing the self-same subject, so why not encourage them to talk about your activities too. Even locally it can help with recruitment, when a friend of an employee keeps seeing interesting posts about a company they may want to work for in the future.

Far too many companies prohibit unauthorised statements about their activities, but a carefully managed set of permissible activities can be a great bonus. Just set the ground rules, give some advice and training and let natural spontaneity take part.

It was an enjoyable read that has the capability to inspire a lot of goodness. Trust in it and give it some of your reading hours. It may be one of your wiser investments this quarter.

Participation Marketing, written by Michael Brito and published by Kogan Page. ISBN 9780749482107. YYYYY