microDOMINATION: How to leverage social media and content marketing to build a mini-business empire around your personal brand examines the rise and rise of a new breed of entrepreneur who is leveraging the Internet and social media technologies to build their personal brand and grow their business on a global scale. The central tenet of the book is based around the emergence of what I call ‘micro mavens’, these are entrepreneurs who have developed their own media platform and built their personal brand via social media, as well as grown significantly- sized businesses literally from the comfort of their own home or for some, on the road somewhere.