This book is more direct in presenting the techniques of influence through web technologies. Similar to Cialdini, Jones also presents simple principles based on which web content can be developed which could be more persuasive. The author presents principles which are the core of this book; these principles are based on the concept of Rhetoric’s. Rhetoric’s is a form of communication which could be actively used to persuade. This argument made in the book leads the reader to believe that rhetoric’s could have a very active appeal in social media persuasion techniques. The number one principle of Rhetoric’s that could be used in communication is that of the ‘Tried and True Appeals’. Under these principles the author presents how persuasive appeals are often borrowed from history, building credibility over time or through the use of other time tested technique. Credibility is also built through logic and emotional identification. Forms of communication that would increase credibility will actually explain why some businesses have successful marketing campaign over others. ‘Irresistible identification’ is in fact one of the key principles that the author presents. Story or cause content could be presented that would help a person identify with the story or the cause, then they would be more than willing to read more on the content. The book presents the elements of persuasion similar to what Cialdini presents, but applied them in even more interpretive context that could actually be directly applied onto web content.