Tom on Facebook

Tom and I were talking today about ways to promote Great Powers when it comes out.

There's already a TPMB Fan Club on Facebook (though not very active).

Would it help get the word out to try to gin up a bigger presence for Tom on Facebook? How, exactly? Would it be worth the investment in time (since it will have to be kept up by yours truly)?

What do you think? Pros? Cons?

Relatedly, what other non-traditional promotional venues should we be looking at (again, especially in relation to Great Powers)? (And I'll probably be asking this question again, later.)

Thanks in advance for your (pertinent) thoughts ;-)

Comments

[Rick Wright]

I am by no means convinced that the devotees of Facebook are necessarily the folks that buy books, especially the sort that Barnett writes. The best way to promote the new book is have Barnett develop a new briefing based on the book and commit the briefing to a CD that could be sold at a modest cost. Barnett has won a lot of followers through his ability to produce good oral presentations and those followers do buy his books. This would make a lot more sense than using Facebook as a promotion tool.

[Ted O'Connor]

I don't know how Tom can squeeze anything else in, but I would like to be able to see Tom doing interviews with the "key" folks in the postions that will really count in the next decade. Not the Condi Rice level crowd, we see too much of them and they just give the "canned" speech BS that we don't want to hear.

Can you figure out how to schedule some interviews, may be "on site" when Tom is traveling, and post them?

I am guessing that it would be hard to cram worthwhile content into 15 to 30 minutes spots but I would like to see you guys knock it around anyway.

[Scott]

Absolutely worth your effort - Facebook would be a great way for Tom to get feedback on his thoughts from younger folks, and help publicize recent articles/books/etc.

[Michael]

Without knowing how the Facebook book clubs work, I can't say if it would be a good idea or not. Just guessing, though, at least some of the effectiveness would depend on the number of friends each GP member has. Hope that most Facebook-enabled fans are more active on their than I am (I can count the number of my Facebook friends on my fingers:P).

[Curtis Gale Weeks]

Anything on YouTube yet?

[Wiggins]

Facebook would make more sense than an alternative like MySpace, but it seems sort of backwards to have Sean acting as Tom's proxy in a social networking environment.

Instead of trying to leverage the core social networking platforms, what about connecting with the growing social networks focused on books [1] [2] [3]? If you could prime the pump with an advance copy or two, maybe you could kick off discussion in the forums and start the recommendation engines churning.

[1] http://www.librarything.com/[2] http://www.shelfari.com/[3] http://www.goodreads.com/

[Robert L]

Facebook is something that may be worth persuing. I wouldn't say that Facebook users are not book-buyers. Actually, they're just the sort of people who need to hear what Tom has to say, being that most are probably in my age group (20s) and younger. They just need to be persuaded of this. There's too much free content available on the web for Tom to compete with that any CD-for-sale scheme as a way to get The Brief out is probably a non-starter. Short clips posted to YouTube would probably work best for that. That would require The Brief to be parsed into soundbites, the aim of which is to whet the appetite for Great Powers.

[Dave Porter]

Yes, make a new briefing on youtube. Also make a variety to short youtubes (less than 5 minutes each) on a variety of topics from the new book. Some could also be the interviews suggested by Ted. I find it easier to get someone else (in my case, state legislators, local politicians, school board members and other educators in Oregon) to watch a short youtube than a long one. In particular, I'd love to see a youtube briefing by Tom just on the strategic importance of China and how the US should deal with China.

[Anonymous]

thanks for the great ideas, all. keep 'em coming!

my favorite so far: smaller clips on YouTube.

note: there is some content on there already: http://www.youtube.com/results?search_query=thomas+barnett including my favorite Brief, the one from Johns Hopkins, broken up into 13 parts!

[Curtis Gale Weeks]

On briefs on YouTube: I imagine something produced like An Inconvenient Truth. I.e., sections of the briefs interspersing or interspersed by real-world images and perhaps others' analysis of disconnectedness, in the way Gore's brief was interspersed with factoids and images of glacial shrinkage, etc.

[Elmer Humes]

My first awareness to Tom was probably his first airing on C-span which blew me away. Yes his presentation style is a great sales/teaching approach which all can witness with TED. Go with youtube!

[Curtis Gale Weeks]

Addendum:

I realize that a more high-level production for YouTube could cost quite a bit, lol, but simple stills could be added.

On of my favorite key Barnett observations is the idea that jobs might kill an insurgency etc. Stills of jobless Sudanese and Iraqi's, milling about, would be a great image.

Same goes for other expressions of disconnectedness: hunger, isolationist military despotism (soldiers on every streetcorner) a la myanmar, etc., etc.

Positive images might be in Chinese and Vietnamese production, factories, or Americans and Chinese businessmen and politicians shaking hands a la some of the "sister cities" projects. (Incidentally, as an example, the Gov. Blunt effort to negotiate a trading hub in Missouri between U.S. and China:

http://www.stltoday.com/blogzone/business-news/biz-buzz/2008/03/missouri-china-step-closer-to-air-cargo-deal/

[Michael SteelWolf]

I think it would be nice to see some kind of brief audio podcast related to some of the topics that get posted on this blog. Again though, that requires more effort on the part of a few so it's certainly easier said than done.

I would definitely not rule out Facebook - as has already been said, it's the exact audience that needs to hear what you have to say. With the increasing political awareness of many in my age group (early 20s) this year, I think you're sitting on the perfect time to promote your message.

Have you thought about releasing a few chapters for free online? You could make .pdfs and let them spread through the bittorrent network. Would certainly be a plus if it catches on.

[David K]

Tom, Do it, its the wave of the future! standard pub is droping at a fast rate, its just us older dudes that can't seem to connect. The new generation, Y, doesn't read books. If you want to reach them its fast internet connections, with short to the point messages. From a dad of an 18 year old. BTW, get ready for the adm change, your ideas might just be more appreciated! Come back to Sandia, we need the help! David of the ACG.

[purpleslog]

"Yes, make a new briefing on youtube. Also make a variety to short youtubes (less than 5 minutes each) on a variety of topics from the new book. Some could also be the interviews suggested by Ted."

I second the YouTube briefs. Even small slices would be good and could be used by bloggers to pepper up reviews and comments related to the book and its comments.

[historyguy99]

The idea to put short youtube briefs is so far the best. Facebook is an idea but perhaps limited value unless Tom gets some exposure to the cohort group that makes up the majority of users.

One way to gin up a greater presence is for Tom to get F to F exposure to the group he points out will inherit the future, I.E. the echo boomers.

Tom notes that he takes big ticket speaking engagements for private bis to offset speaking to the mil/types. Perhaps it is time to move onto the college campuses in a big way for wider exposure. There,Tom will find his Facebook cohorts and an audience that will represent the civilian side of the future.

I know from personal experience that people of the Echo geners I send to Tom's site, come back and tell me that they get his message. Worth a look?

[critt jarvis]

I've been working socnet platforms for more than a year. Facebook is not a fit for Tom. Not going into the reason here, but you'd be wasting opportunity time.

Twitter's where Tom should be. It fits his limited attention schedule and stacatto bursts of cogent message. If he tries it, hits his rythym, he'll establish a social network attracting new rule set innovators. Entrepreneurial innovation cost opportunity would be *really* low, you know?

Plenty heavy hitters on Twitter, too.

Follow (Jim Long) @newmediajim for one week. It's pretty cool when he's sending tweets from Air Force One :-O

See also: US Joint Forces Command recently ramped up. @usjfcom

[Tom Mull]

I like an Audio/Video format. I got turned on to Dr. Tom by Don Beck of Spiral Dynamics fame. I still had 56k internet at the time so I bought the C-Span Brief. I bought the book (just one then) and have been reading the blog every since. I preorderd Blueprint then read. Now comes Great Powers which I will preorder ASAP. Get the word out in a Videostream and/or DVD fashion. =)

[Nate Edwards]

First, I think the Youtube idea is the way to go. Make sure that the video clips are between 3-5 minutes, because few successful clips (ones that grab people's attention) are longer than that.

Second, I would love to see Tom at some universities speaking to students because they are grasping for that type of vision, and the ancien regime books they are forced to read just don't provide any explanation for the current situation and a vision for the future. Seeing someone provide new ideas that compete with the tired ones of many political science and international relations professors would be great.

Third, releasing one of his chapters (whether its the intro, the conclusion, or anything in between) in .pdf on the web to spur interest would be awesome. It will get P2P'd around the net, and eventually the major media will pick it up too, and be nicely synched with the youtube video ideas.

Fourth, I would send advance copies to a bunch of bloggers (e.g. Glenn Reynolds of Instapundit) because they provide good every-man reviews for folks and have a wide audience. (Look at how Michael Yon's book got ramped up Amazon's best seller list through blogger word of mouth.)

Hope these ideas help. Looking forward to reading the book soon.

[Critt Jarvis]

Backgrounder for Why social media platform: Jim Long (NBC cameraman) aka @newmediajijm Media -"Running at the Speed of the Network"

[Matt Tirman]

Agree with Twitter and would say Jaiku as well. Facebook would be a useful mashup with links to video and other MM. I recently read that the Book Review application on FB is one of the most popular. Let's get some review of PNM and BPA up there and begin to stir up a buzz

[murph]

For all those who say Tom shouldn't go on facebook, you'd be surprised to know who all has facebook accounts; plenty of "heavy hitters" as well (esp. from the COIN community). Does not hurt at all to give Tom a facebook "page" similar to that of the presidential candidates. People then can become "fans" of Tom and you can post links, write on his wall, etc. Lotsa cool stuff.

I understand facebook wouldn't fit for an "older" crowd, but like other commenters here have said, the 20s-30s crowd is a great target.

[Cadet Echo Boomer]

I'd like to point out that I first heard about Tom when a professor made me watch the CSPAN version of the brief in class. At first I groaned at the 3 hour run-time, but quickly found myself completely engaged.

That day I went home and Google'd Tom Barnett, coming up with the original Esquire article and several "lighter" versions of the brief. I tend to evangelize my fellow students and soldiers using the TED brief, which comes up 3 or 4 on Google, thanks to the fact that they own You Tube now. Also, at around 20 minutes, its much easier to get people to sit down and watch it.

Universally, once people see "The Brief" they're hooked, many I've shown it to have gone out and bought PNM or BFA the same day. Whether they agree or disagree, even the most geopolitically apathetic are suddenly interested and intrigued by the ideas put forth. And it doesn't hurt at all that Tom is such a dynamic presenter.

[zenpundit]

Critt Jarvis wrote:

"Twitter's where Tom should be. It fits his limited attention schedule and stacatto bursts of cogent message. If he tries it, hits his rythym, he'll establish a social network attracting new rule set innovators. Entrepreneurial innovation cost opportunity would be *really* low, you know?

Plenty heavy hitters on Twitter, too."

Having experience with both platforms I will second Critt's judgment here.

First, there are a lot of heavy-hitters on Twitter and if some of them are "following" me, they'll certainly do so with Key is, he has to do it, not you ( Sean).

Secondly, Twitter's 140 character format is very suitable for Tom's shorthand style of discussing geopolitics and interagency issues.

Third, I can actually see Tom using Twitter, on the road w/ the Treo, getting something out of it by following selected thought leaders. I would expect that Tom would look at Facebook on his screen and say that it was all just F---ing nonsense ( which it mostly is).

[Anonymous]

lots of great ideas here that i will come back to and interact with more later. Tom's really head-down on GP right now, and that means so am i ;-)

[Nathan Machula]

I think Facebook could help promote Tom's book without investing too much extra time or effort. It certainly can't hurt to try. Just create a profile and import the blog posts into the "Notes" using RSS. On top of that, it's up to you how much more you want or have time to do. If you like the Twitter idea, Facebook's status is similar, and at least one application links the two. However, I'm not convinced the Facebook pages are very effective, besides a few high profile ones.

I'll enthusiastically second the LibraryThing suggestion! It would be a great way to track the many books Tom posts about (and easily generate citations). Their audience includes lots of librarians who might suggest Tom's books. They also have special "badges" for authors to distinguish from normal members.

Nate Edwards had another great idea: Glenn Reynolds of Instapundit. Send him an advance copy and try to get on the Glenn and Helen Show podcast.

Finally, if you're trying to reach the Facebook demographic, aim high: the Daily Show.

[Ryan]

I'd say a facebook would be a great idea. Contrary to what some have said, you can have a facebook and read your works. I'm in Navy ROTC at Purdue and have tried to convince some of my peers to read The Pentagon's New Map without much success, but a facebook briefly describing some of your ideas would probably be more effective.

Also, there are more than college kids, I have a good number of military officers and business professionals on my friends list. I'm not sure what type of actual effective communication could be done, unless you posted what you do on here in an note (blog) every day. I do think it would be worth the effort of at least setting up.

[Anonymous]

once again, great stuff. i have digested and put into my GP promo file. thanks to all! if you have more ideas, send them my way!