Engaging with social media such as Facebook, YouTube, and Twitter is now a key part of global business communications. Blogs, microblogs, social networking and social news sites have become the new tools for effective marketing and sales. This book is an excellent resource for anyone planning a social media strategy or individual campaign. It includes: specific sites for various types of networking and engagement; blogs and microblogs; online presence and creating a social media brand; brand perception and reputation; legal issues; connecting to a global audience; job recruitment via social media; how different age groups interact online; viral marketing; creating brand advocates and how they can broadcast the message; future predictions. This new edition is updated to cover the latest thinking, practices and technology such as Google+.
Working the Crowd - Social media marketing for business S...
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"Want a grounded business book that spells out in practical terms both the strategy and the tactics for using social media from a tech industry veteran? Want strategic social media insights applicable both in Europe AND the US? And want it all told in a warm, personable style that combines the right amount of strategic case studies with the right amount of nuanced tactics? If so, Eileen Brown's Working the Crowd: Social Media Marketing for Business is for you. From the early advent of blogging to the use of social games for business aims, Brown takes the reader step by step through this complex subject. Whether promoting your own personal brand (remember to put your networks on your business card!) or being the spokesperson for a billion-dollar business (and having to contain PR backlash), business readers will find useful nuggets throughout. Often social media books are written outside the corporate walls, from the pie-in-sky viewpoint of the visiting consultant, or solely with one corporate viewpoint or experience. Brown's varied experience and analysis of both the small and large businesses' need for social media makes her advice stand out from the crowded field - and told in the lively voice those hearing her via social media channels have come to know and love. As a business person, you already know how to work a crowded room - learn here how to extend your company and your brand across the Internet!" (review of previous edition) -- Betsy Aoki Senior Program Manager, Social Media, Microsoft 20101001 Eileen remains on the cutting edge of social media strategy that when implemented returns a measurable ROI. I would highly recommend her book to any business who wants to deepen their customer interactions through powerful word of mouth marketing strategies. Sr. Director, Digital & Consumer Related Marketing, Hard Rock International (review of previous edition) -- Kim Matlock, Sr. Director, Digital & Consumer Related Marketing For those still stumbling around in the dark, this excellent book helps shed light on the game-changing nature of social media, its tremendous opportunities and the many dangers that await those who insist nothing has changed and it is just another route to market. Despite being a little technical in places it is overwhelmingly well written and easy to understand, providing a comprehensive and accessible guide to the ill-informed and experienced alike. (review of previous edition) --John Ling
About the Author
Eileen Brown began her career in the Merchant Navy and was Shell Tankers' first female Deck Officer. She then took charge of a container shipping line before managing Microsoft's IT Professional Evangelist team. She is now CEO of Amastra Ltd, where she works on companies' social media strategy and online branding.
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Most Helpful Customer Reviews
10 of 11 people found the following review helpful
Format:Paperback
As a business person, you may already know how to work a crowded room - now you must learn to extend your company sparkle and your brand across the Internet!
Often social media books are written outside the corporate walls, from pie-in-sky viewpoint of the visiting consultant, or solely with one corporate viewpoint or experience (or let's face it, largely about the United States) . Eileen Brown's varied experience and analysis of both the small and large businesses' need for social media makes her advice stand out from the crowded field - and told in the lively voice those hearing her via social media channels and live audiences have come to know and love. As an IT evangelist for Microsoft she made technology approachable and engaging while winning an international readership - now she expands upon the business dynamics as well as the technologies businesses can use for success.
From the early advent of blogging to the use of social games for business aims, Brown takes the reader step by step through this complex subject. Whether promoting your own personal brand (remember to put your social network identities on your business card!) or being the spokesperson for a billion-dollar business (and having to contain PR backlash), business readers will find useful nuggets throughout.
Often social media books are written outside the corporate walls, from pie-in-sky viewpoint of the visiting consultant, or solely with one corporate viewpoint or experience (or let's face it, largely about the United States) . Eileen Brown's varied experience and analysis of both the small and large businesses' need for social media makes her advice stand out from the crowded field - and told in the lively voice those hearing her via social media channels and live audiences have come to know and love. As an IT evangelist for Microsoft she made technology approachable and engaging while winning an international readership - now she expands upon the business dynamics as well as the technologies businesses can use for success.
From the early advent of blogging to the use of social games for business aims, Brown takes the reader step by step through this complex subject. Whether promoting your own personal brand (remember to put your social network identities on your business card!) or being the spokesperson for a billion-dollar business (and having to contain PR backlash), business readers will find useful nuggets throughout.
7 of 8 people found the following review helpful
Format:Paperback
Eileen Brown's book is going to be my handbook for social media. I have already started following her advice to create my social media strategy (chapter 3) and update my on-line brand (chapter 6). 'Working the Crowd' is packed full of helpful advice but more than that has demystified for me the myriad of choices between different tools and networks. I love her social media tools flowchart which helps you decide which channels to use and the helpful check-lists and guidelines scattered about the book. Most of all I love the fact that in spite of all the 'odd' terminology associated with the subject, this book is written in plain English.
1 of 1 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
I've worked as a social media manager for some time now and I found this book to be a bit of a pointless slog. It's someone pretty much describing the internet to you in rather boring terms. I was expecting it to be more strategy focused from the title, but it really didn't deliver anything other than a short-sighted overview of existing applications. I also got the impression that this isn't someone with their finger on the pulse.
I'd recommend this book to anyone who is unfamiliar with social media from the outset and particularly those representing themselves (read: middle-aged motivational speakers). Very little value for professionals currently managing a brand online.
I'd recommend this book to anyone who is unfamiliar with social media from the outset and particularly those representing themselves (read: middle-aged motivational speakers). Very little value for professionals currently managing a brand online.
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Most Recent Customer Reviews
5.0 out of 5 stars
A good, practical guide to using Social Media in Business
This is a good, practical guide to using social media in business and the challenges for businesses to create a coherent plan in the face of the ever changing nature of social... Read more
Published 3 months ago by A. McLachlan
2.0 out of 5 stars
Not as good as they are saying
Although I occasionally found some good information and advice, this is a book that has no structure and no real depth. Read more
Published 5 months ago by Asp K
5.0 out of 5 stars
Working the crowd - 1st Edition A good overview
Social media Marketing for business - Eileen Brown has managed to take the mystery out of Social Media Marketing. Read more
Published 11 months ago by colin K
5.0 out of 5 stars
An excellent resource about Social Media Marketing!
Having read many marketing books in order to familiarise myself with Digital Marketing, this has been one of the best resources I have come across. Read more
Published 11 months ago by Astra P.
1.0 out of 5 stars
Some good advice but lacks focus
I read this book after Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (& Other Social Networks) and... Read more
Published 13 months ago by Peter Skelton
4.0 out of 5 stars
demystifycation of the social media
very useful as a guide book for the novice and the experienced user of social media applications. An eye opener
highly recommended reading for all those planning to use social... Read more
highly recommended reading for all those planning to use social... Read more
Published 13 months ago by Samira
5.0 out of 5 stars
An Invaluable Resource!
We bought this book back in February and it has been an absolutely invaluable resource. It has changed the way that we engage with our fans and followers on a variety of Social... Read more
Published 13 months ago by Helena Hill: 49digital
5.0 out of 5 stars
Working The Crowd
Thoroughly enjoyed "Working The Crowd". Reading this book feels like you are having a conversation with Eileen as the writing style is pragmatic, easy to understand and is littered... Read more
Published 14 months ago by Jacqueline Christie
5.0 out of 5 stars
A Straight Forward Guide to B2B Social Media
Finally, I found a book that lays out a strategy for B2B digital marketing effectively. The Author goes to great lengths to explain things step by step , and in plain English. Read more
Published 17 months ago by Scott Blatchley
5.0 out of 5 stars
Essential reading if you have, or want, an online brand
In the 21st Century the marketing and sales model has changed. From telling customers what you think they want to know (and attempting to influence them at the same time); to a... Read more
Published 21 months ago by PJB
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