Amy Jo Martin 
Renegades Write the Rules 
How the Digital Royalty Use Social Media to Innovate

Learn the rules to building loyal (and lucrative) digital
followings

Renegades Write the Rules reveals the innovative
strategies behind the social media success of today’s top
celebrities, brands, and sports icons, and how you can follow their
lead.

Author Amy Jo Martin is the founder of Digital Royalty and the
woman who pioneered how professional sports integrate social media.
In this book she shows how to build a faithful following and beat
the competition clamoring for people’s attention by continually
delivering value – when, where, and how people want it. People want
to be heard, to be involved, to be entertained, to be adventurous,
to be informed.

* Reveals the winning strategies for using social media to
achieve dramatic results

* Shows how to gain influence with social media that requires an
unprecedented (and potentially uncomfortable) level of
accessibility and ongoing affinity

* Filled with illustrative examples of social media successes
(including Dwayne ‘The Rock’ Johnson, Shaquille O’Neal, and Nike)
that show how humanizing a brand through social media leads to
monetization

* Explores how Amy Jo Martin and other successful entrepreneurs
are becoming renegades by using social media to innovate their
personal and professional lives

The book reveals one of the basic rules of digital media
success: Humans connect with humans, not logos and creative
taglines.

Table of Content

Foreword by Tony Hsieh ix

0 The Renegade Way 1

Rule 1 Be the Media 19

Rule 2 Show Some Skin 33

Rule 3 Unmask Your Motives 51

Rule 4 Get Comfortable Being Uncomfortable 69

Rule 5 Ask Forgiveness Rather Than Permission 91

Rule 6 Consensus is the True Authority 111

Rule 7 There’s a New ROI in Town 133

Rule 8 The Act of Good Can Be Scaled 149

The Next Chapter 171

Appendix A: Digital Royalty’s Core Values 178

Appendix B: Lessons Learned 180

Notes 183

Acknowledgments 185

The Author 189

Index 191

About the author

Amy Jo Martin is founder of the social media consultancy Digital
Royalty and Digital Royalty University. She’s the former director
of digital media and research for the NBA’s Phoenix Suns. She
pioneered how professional sports integrate social media and
planned the first-ever professional sports Tweet Up with Shaquille
O’Neal. Martin was named one of Forbes’ Best-Branded Women
on Twitter with nearly 1.2 million devoted followers
(@Amy Jo Martin). She is a regular contributor to the Harvard
Business Review, and you can visit her Web site at
www.amyjomartin.com.