Updated Fanocracy aims to turn customers into loyal fans

David Meerman Scott and Reiko Scott have released a second edition of Fanocracy, a book that argues human connection and belonging are the new edge for brands in an attention-starved, AI-heavy media environment. The updated edition is out now through major retailers as Scott prepares to publish a follow-up book in October.

Why it matters: - The updated edition of Fanocracy arrives as leaders face social media fatigue, online polarization, AI-generated content and what David Meerman Scott calls “digital chaos.” - The book argues that human connection, belonging and trust matter more than clicks, followers and short-term attention. - The message is aimed at businesses, nonprofits, entrepreneurs and other organizations looking for durable loyalty, not just transactions.

What happened: - David Meerman Scott and co-author Reiko Scott released the second edition of Fanocracy: Turning Fans into Customers and Customers into Fans. - Entrepreneur Press published the book, and Simon & Schuster distributes it. - The book is now available through major book retailers nationwide. - Fanocracy is a Wall Street Journal bestseller.

The details: - The book explores the neuroscience of fandom and the business practices that turn customer passion into lasting loyalty. - Examples in the book include MeUndies, Hagerty, HeadCount, Grain Surfboards and HubSpot. - The second edition argues that fandom is not limited to sports, music, celebrities or entertainment. - The book frames fandom as a growth strategy for brands, nonprofits, entrepreneurs and ideas. - In the introduction to the new edition, David Meerman Scott writes: “True human connection — an actual, meaningful, and empathetic connection — is the rarest, most valuable currency in a world that feels increasingly noisy and divided.” - The book urges organizations to listen more deeply, tell the truth, break down barriers, get closer to customers, give more than expected and build cultures where employees and customers feel part of something meaningful. - The 10-step framework includes chapters such as Get Closer Than Usual, Let Go of Your Creations, Give More Than You Have To, Build Identity to Become More Than the Product, Listen to Rehumanize and Tell the Truth, Especially When It Hurts. - The book says fans do more than buy. They participate, advocate, share stories, defend brands they believe in and invite others into the community. - The authors write: “A social media ‘like’ is nice. Belonging is unforgettable.”

Between the lines: - The book is positioned as a response to a business climate where digital reach is easier to measure than real loyalty. - The core argument is that organizations may win attention by chasing platforms, but they win growth by creating identity and belonging. - The framing reflects a broader shift in marketing toward community-building and relationship-based brand value.

What’s next: - Scott’s next book, The Fandom Playbook: Building Your Human Connection in a World of Digital Chaos, is set for publication Oct. 27. - That book is described as a practical guide for building tribes of like-minded people through belonging, trust, shared meaning and genuine human connection. - The new release extends the ideas in Fanocracy into a more operational playbook for leaders.

The bottom line: - Fanocracy makes a simple case: brands that create real human connection can turn customers into fans, and fans into a long-term growth engine.

About David Meerman Scott: - David Meerman Scott is an internationally acclaimed business growth strategist, entrepreneur, advisor to emerging companies and public speaker. - He has written 13 books, including The New Rules of Marketing & PR, which has been published in 29 languages. - Scott has presented in 46 countries and on all seven continents. - He is a graduate of Kenyon College.

About Reiko Scott: - Reiko Scott is a Japanese American writer and emergency medicine physician. - She graduated from the Voices of Our Nations Arts Foundation writing workshop for people of color. - Her short story Phantom Limb appeared in The Book Smugglers’ Awakenings anthology. - She is the adaptive writer for the officially licensed K-pop comic NCT 127: Limitless. - Her writing and art span fan fiction and fan art across books, video games and television.

About Entrepreneur Press: - Entrepreneur Press, published by Advantage Media in collaboration with Entrepreneur Media, publishes practical books for entrepreneurs, business leaders and innovators. - The company says its catalog has featured works from top thought leaders and entrepreneurs for more than 40 years. - Books are available in print, digital and audio formats. - More information is available at the publisher’s website.