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Product Description
*UPDATED FOR 2011. Including new info on mobile devices, new platforms and location based social networking.*
Anyone in business can use social media to increase brand awareness, customer loyalty and sales. This is Social Media shows you how.
You might already be social networking on Facebook, or even microblogging on Twitter. One thing's for sure though; you're too busy to muck about on these sites all day, not really knowing how to get any decent play out of them. You're looking for profitability, not gimmicks.
Many organizations, large and small, are using social media and social networking to build robust communities of followers, stay ahead of the competition and increase profits. Are you missing a trick?
This is the definitive guide to using the whole spectrum of social media in an efficient and measurable way in order to market your business. It covers Twitter, Facebook, LinkedIn, Ecademy, Flickr, YouTube, Bebo, MySpace, Blogs, Podcasts, Mobile and much, much more. Each site is assessed not as an end in itself but as means of delivering a business result.
With simple, practical steps, real life examples and quick definitions to explain the jargon, you'll soon understand the world of social media and have access to a range of social networking tactics that will help you reach new customers and clients, as well as get your existing ones to do more business with you.
Anyone in business can use social media to increase brand awareness, customer loyalty and sales. This is Social Media shows you how.
You might already be social networking on Facebook, or even microblogging on Twitter. One thing's for sure though; you're too busy to muck about on these sites all day, not really knowing how to get any decent play out of them. You're looking for profitability, not gimmicks.
Many organizations, large and small, are using social media and social networking to build robust communities of followers, stay ahead of the competition and increase profits. Are you missing a trick?
This is the definitive guide to using the whole spectrum of social media in an efficient and measurable way in order to market your business. It covers Twitter, Facebook, LinkedIn, Ecademy, Flickr, YouTube, Bebo, MySpace, Blogs, Podcasts, Mobile and much, much more. Each site is assessed not as an end in itself but as means of delivering a business result.
With simple, practical steps, real life examples and quick definitions to explain the jargon, you'll soon understand the world of social media and have access to a range of social networking tactics that will help you reach new customers and clients, as well as get your existing ones to do more business with you.
From the Author
I wrote this book because it's the one I wanted to read. Let me explain a bit. I've been a journalist using some sort of social network - Compuserve in the 1990s (remember that?) and others before and since - all my working life. I started reading blogs early on, but everyone around me seemed to be saying social networks were invented with Facebook and Twitter.
Of course they've become bigger and more widespread. But the essence of them - somewhere you can participate and add something as well as find customers - remains constant. I wanted to write the book that said so.
I also noticed a lot of people were talking about social media and social networks only as something, well, 'social'. The business customer, who had a feeling he or she could be doing something for customers with this newfangled stuff, didn't have a guide. I'd picked up loads of business using social networks and I wanted to help other people do the same where it's possible.
So this isn't a book that tells you how to get in touch with all your friends. It isn't an in-depth technical guide. It's intended as an introduction to social media and social networking for business managers and owners anywhere. It tells you who's likely to be on which network and it tells you how to get involved and get social media into your marketing mix.
I hope it's a help.
Guy Clapperton
Inside This Book
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Most Helpful Customer Reviews
19 of 19 people found the following review helpful
Format:Paperback|Amazon Vine™ Review
(What's this?)
I really enjoyed reading this book. It's very well written and laid out, manages to cover the subject in enough detail for someone like me, interested in incorporating social media into their business model, and it avoids being patronising or resorting to jargon.
The book isn't an exhaustive guide to each site or network covered - and hooray for that frankly. The last thing I wanted to read was an 800 page treatise on Facebook and Twitter - for one thing, the landscape changes too rapidly to warrant this, and since the book is intended primarily for business use, any more detail would have made it an onerous chore to plough through. I learnt all I need to know about Twitter, the different blog templates, ecademy and others and feel far less daunted at some of the possibilities. Clapperton is careful to avoid evangelising about new media avenues and throughout the book points out that the business needs will dictate whether any of the social media can help.
A very good summary then. It gave me all I needed to understand which social media would be relevant to my business, how to go about incorporating them into my business and that's exactly what I was looking for.
The book isn't an exhaustive guide to each site or network covered - and hooray for that frankly. The last thing I wanted to read was an 800 page treatise on Facebook and Twitter - for one thing, the landscape changes too rapidly to warrant this, and since the book is intended primarily for business use, any more detail would have made it an onerous chore to plough through. I learnt all I need to know about Twitter, the different blog templates, ecademy and others and feel far less daunted at some of the possibilities. Clapperton is careful to avoid evangelising about new media avenues and throughout the book points out that the business needs will dictate whether any of the social media can help.
A very good summary then. It gave me all I needed to understand which social media would be relevant to my business, how to go about incorporating them into my business and that's exactly what I was looking for.
18 of 19 people found the following review helpful
Format:Paperback
Social networking is a complex topic, For those who are immersed in it, it seems as natural as breathing. For those on the outside, it can often seem bewildering or even just a little silly.
There is a need for a guide to social networks for businesses and this is a good effort but it's flawed not by the author's approach but by the vastness of the topic. Trying to teach people about social networking in one book is about as easy as teaching someone six languages at the same time, without actually using any of the languages.
In other words, the best way to learn about this stuff is by doing it, ideally with a guide.
I'd have gone for more case studies and less chatter - indeed I think the audience this is aimed at would probably appreciate a slightly more formal approach with more evidence. Reading this is like listening to someone down the pub who's had a few more beers than you. Enthusiastic but a bit overpowering.
The book suffers from the pace of technology. The new service Blellow gets a mention (sorry, not heard of it) and MySpace is proposed as somewhere a business should be active. Well a straw poll of 160 18-20 year olds I conducted last week resulted in a grand total of zero hands going up when the question "who here is on MySpace" was asked. They may have accounts, but they're dormant. Why it's featured here I'm not so sure - even its owners don't know what its future is. The iPhone is dismissed as not being suitable for business (so heaven knows what I've been doing with mine for the past two years!) - ah technology, why won't you stay still? It's the death of many a book.
There's another problem with the book. I got quite miffed at the throwaway paragraph on dealing with designers which seemed to paint a picture that they're all money grabbing amateurs who will lumber you with a Flash-based site that can't be read by a search engine. Two problems: that argument is about 10 years out of date and "you get what you pay for". No discussion of budget, no discussion of using professionals rather than doing what a lot of businesses do, paying next to nothing to someone who's downloaded a pirate copy of Adobe Creative Suite. There's much more to be said about the need to use professional services - after all that's what the readers of this are presumably trying to push for themselves.
So, in the absence of other books on the topic, this is a good buy. But it tries to cover far too much, is hampered by imminent transformations in technology, and is no substitute from working with an expert on the topic. If you're the sort of person who does your own plumbing, changes your own oil and rewires your own home, then this will appeal to you. But if you're sensible and like to use the experts, then do the same here: there are many people out there who can work with you. That's what's missing here: how to use professionals to help with your online marketing efforts. But if it had been in, I worry the topic would have been dealt with as flippantly as the section on working with designers.
There is a need for a guide to social networks for businesses and this is a good effort but it's flawed not by the author's approach but by the vastness of the topic. Trying to teach people about social networking in one book is about as easy as teaching someone six languages at the same time, without actually using any of the languages.
In other words, the best way to learn about this stuff is by doing it, ideally with a guide.
I'd have gone for more case studies and less chatter - indeed I think the audience this is aimed at would probably appreciate a slightly more formal approach with more evidence. Reading this is like listening to someone down the pub who's had a few more beers than you. Enthusiastic but a bit overpowering.
The book suffers from the pace of technology. The new service Blellow gets a mention (sorry, not heard of it) and MySpace is proposed as somewhere a business should be active. Well a straw poll of 160 18-20 year olds I conducted last week resulted in a grand total of zero hands going up when the question "who here is on MySpace" was asked. They may have accounts, but they're dormant. Why it's featured here I'm not so sure - even its owners don't know what its future is. The iPhone is dismissed as not being suitable for business (so heaven knows what I've been doing with mine for the past two years!) - ah technology, why won't you stay still? It's the death of many a book.
There's another problem with the book. I got quite miffed at the throwaway paragraph on dealing with designers which seemed to paint a picture that they're all money grabbing amateurs who will lumber you with a Flash-based site that can't be read by a search engine. Two problems: that argument is about 10 years out of date and "you get what you pay for". No discussion of budget, no discussion of using professionals rather than doing what a lot of businesses do, paying next to nothing to someone who's downloaded a pirate copy of Adobe Creative Suite. There's much more to be said about the need to use professional services - after all that's what the readers of this are presumably trying to push for themselves.
So, in the absence of other books on the topic, this is a good buy. But it tries to cover far too much, is hampered by imminent transformations in technology, and is no substitute from working with an expert on the topic. If you're the sort of person who does your own plumbing, changes your own oil and rewires your own home, then this will appeal to you. But if you're sensible and like to use the experts, then do the same here: there are many people out there who can work with you. That's what's missing here: how to use professionals to help with your online marketing efforts. But if it had been in, I worry the topic would have been dealt with as flippantly as the section on working with designers.
5 of 5 people found the following review helpful
Format:Paperback|Amazon Vine™ Review
(What's this?)
This books attempts to describes how a number of media tools, both business and social can help grow your business. It covers mots of the main sites such as LinkedIn, Twitter and Facebook along with some less well known.
I have been on Linkedin and facebook for many years now and believe that business links and opportunities are welcome on some (ie LinkedIn) and not others (ie Facebook) so I disagree with the author on some of the generalisations made. However I very much welcome the book as a means to debate the subject.
A thought provoking book that should be read by all that are interested in sales and marketing.
I have been on Linkedin and facebook for many years now and believe that business links and opportunities are welcome on some (ie LinkedIn) and not others (ie Facebook) so I disagree with the author on some of the generalisations made. However I very much welcome the book as a means to debate the subject.
A thought provoking book that should be read by all that are interested in sales and marketing.
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Most Recent Customer Reviews
The worst book I have read in a long time.
I bought this book about 2 months ago and was meaning to review this book to warn people not to bother to buy.
Social media, seo etc can be confusing subject. Read more
Social media, seo etc can be confusing subject. Read more
Published 17 days ago by paul easton
This is Social Media: Tweet, Blog, Link and Post Your Way to Business...
Social media marketing helps businesses become closer to customers without expensive agency bills. This is Social Media explores the benefits of social media marketing, like... Read more
Published 5 months ago by Paula Wynne
Not the best book on social media
Not one I recommend, a fair amount of negativity and not a thorough enough understanding of the subject matter or of consumer psychology. Read more
Published 10 months ago by Gem L Thompson
Easy to understand - read it cover to cover in 2 days!
I am marketing manager with over a decade of experience, but haven't been educated in social media, and wanted a quick guide, which would give me enough background to talk to... Read more
Published 14 months ago by Phil
A pleasant read, but light on content
It's nicely written and contains a few helpful pointers, but if you know how to make a plan, and understand that Facebook, Twitter, Bebo etc are just new ways to do what you... Read more
Published 15 months ago by Robert Macdonald
Solid advice from a person who knows
I've been working in the telecommunications industry all my life, and am now a communications consultant specialising in Unified Communications, Collaboration, and Social... Read more
Published 17 months ago by Mike Barnes
Disappointed
I bought this book after reading all the great reviews. I recently gained the responsibility of managing my employer's social media sites and have already got a personal Twitter &... Read more
Published 17 months ago by Jennifer Leonard
A basic guide to social media
I have to say that I have not been so disappointed by a book for some time. I looked forward to receiving this book and it does start well. Read more
Published 19 months ago by Albert Mablethorpe
Good introduction to Social Media and if it's for you
Don't know tweets from blogs?
Then this book is a good place to start. It walks you through the various social media offerings and discusses who uses it, for what and... Read more
Then this book is a good place to start. It walks you through the various social media offerings and discusses who uses it, for what and... Read more
Published 20 months ago by Glen Allan
A (brief) introduction to social media for businesses
I work a great deal with Social Media and it has to be said that if you are familiar with the business applications of Social Media, this book really won't do much to help you. Read more
Published 20 months ago by Majid
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