Tag Archives: community

BOOK REVIEW: The Art of SEO and The Art of Community

O’Reilly’s two books The Art of SEO: Mastering Search Engine Optimization and The Art of Community: Building the New Age of Participation tackle two important aspects of web design that have been heavily researched and written about in the past couple years. There are a lot of books on the market about social media, online communities and search engine optimization, and these two books offer thorough surveys of their respective topics.

The Art of SEO


The Art of SEO is written by four authors, which generally worries me because such books often feel like compilations of diverse voices rather than a unified piece of writing. The authors mostly avoided this, making The Art of SEO a good read. It seems like an advanced book with a lot of technical information that SEO intermediates and experts will appreciate but novices and readers in other professions—such as marketing and design—might find dry and hard to slog through. I’d expect some IT professionals who are in charge of corporate websites will also find the book helpful.

The other thing about The Art of SEO that impresses me is it has some cutting-edge information, such as coverage of Bing.com and other new search engine technologies. One thing I would have liked more of in the book is general tactics and emphasis on strong content, and less emphasis on all the little tools and technologies out there. A commenter on Amazon.com used the old phrase “not seeing the forest for the trees,” and I think this is close to the truth.

The Art of Community


I think The Art of Community is really interesting because it’s the only book I know of that focuses on online communities—social media circles, news sites, mailing lists and so on. Jono Bacon used to manage the Ubuntu Linux community, so he has a strong pedigree working with online communities and I thought his insight was very remarkable. He has some good anecdotes and also has contacts who moderate other online communities and have been quoted in this book.

Being about human behavior and online participation, The Art of Community is not too technical and is often more about psychology than technology. I was really surprised at the level of planning and thought that goes into creating and conducting an online community, but there really is more to it than setting up a list server and letting users go at it. Given that the subject matter really is human behavior and emotions, sometimes I wished The Art of Community had more compelling stories and didn’t read so much like a textbook, but I suppose it wouldn’t be right for Jono to reveal some major flame wars in these pages.

The Art of SEO: Mastering Search Engine Optimization
Eric Enge, Stephan Spencer, Rand Fishkin and Jessie C. Stricchiola
Published by O’Reilly
Rating: 8/10

The Art of Community: Building the New Age of Participation
Jono Bacon
Published by O’Reilly
Rating: 9/10

BOOK REVIEW: The New Community Rules


The Twitter Book and The New Community Rules: Marketing on the Social Web, though they were both written for social media users, could not be more different. While The Twitter Book focused on the everyday use of Twitter, The New Community Rules approaches social media in general from a marketing and communication point of view, studying its usefulness in building brands and online communities while explaining how to leverage its power every day. I thoroughly enjoyed reading this book, and the low price makes it a bargain.

Case studies

Author Tamar Weinberg was smart to include detailed case studies, the ammunition of all marketing debates and discussions. Most books cite examples that support the points they are making, but I thought the case studies in The New Community Rules stood out by the amount of ink devoted to them and the insight each one provided. The “Motrin Moms” campaign cited on page 48 stands out in my mind because not only is it a detailed case study but it’s actually an example of a company making a mistake in cultivating social goodwill. I’m glad such mistakes are brought to readers’ attention so they can learn from them. In contrast, some books not only focus on successes but focus on their own successes (Conversational Capital is a prime example) and make the book a self-serving advertisement more than a learning experience.

But is it right?

It’s hard to judge if the new community rules found in The New Community Rules will work for everyone. The rules are thorough: Tamar covers bookmarking, blogging and microblogging, social media and regular media (video and pictures) among other things. The rules are also backed with evidence as detailed above, and that above all things gives The New Community Rules an authoritative voice. I don’t think these rules will work for everyone in all situations, since such a broad and subjective field is hard to pin down. Some social marketing impresarios may debate some things said in this book. But I wholeheartedly recommend it for marketing professionals who want to gain a better grasp of the gears powering online communities and social media.


The New Community Rules is a substantial book: almost 350 pages, black and white with a great deal of text. This is not a fun-looking book with a lot of color pictures (which is what The Twitter Book is). But it can be an excellent read for marketing professionals or budding social media mavens who want to grasp the impulses behind the social Web and need the hard evidence to back it up.

The New Community Rules: Marketing on the Social Web
Tamar Weinberg
Published by O’Reilly
Rating: 9/10