Citizen Marketers: When People Are the Message

by Ben McConnell and Jackie Huba


In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media.

SKU: citizen-marketers Category: Tags: ,


  • Learn how “social media”-blogs, podcasts and social networks-are combining pop culture with traditional marketing-and changing the world of marketing in the process.
  • Find out how individual citizens with a broadband connection and access to several inexpensive or free tools are influencing the public’s perception of your organization.
  • Discover ways to work with these everyday people to enhance your marketing exposure.
  • Learn why citizen marketing is oftentimes more effective than what is produced within your marketing department.


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About the Author

Ben McConnell is the author (with Jackie Huba) of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force (Dearborn Trade Publishing, 2003). As a speaker and business advisor, Ben has worked with Starbucks, Microsoft, Ulta, Discovery Education, Eli Lilly, PBS and the Corporation for Public Broadcasting, as well as thousands of small and medium businesses at association conferences. Contact him at or

Jackie Huba is a speaker and business advisor who has worked with Microsoft, Ulta, Discovery Education, Yahoo and Verio, as well as thousands of small and medium businesses at association conferences. Previously, she led B2B marketing efforts for 12 years at IBM in its software division. Contact her at or

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