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Working the Crowd: Social Media Marketing for Business [Paperback]

Eileen Brown
4.5 out of 5 stars  See all reviews (27 customer reviews)

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Paperback, 22 Nov 2010 --  
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Working the Crowd: Social Media Marketing for Business Working the Crowd: Social Media Marketing for Business 4.5 out of 5 stars (27)
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Book Description

22 Nov 2010
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.


Product details

  • Paperback: 178 pages
  • Publisher: British Computer Society (22 Nov 2010)
  • Language: English
  • ISBN-10: 190612471X
  • ISBN-13: 978-1906124717
  • Product Dimensions: 1 x 24 x 16.7 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (27 customer reviews)
  • Amazon Bestsellers Rank: 282,988 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Eileen Brown is a social media and social business strategist. She specialises in digital crisis management and online brand elevation. She is contributing editor of the social business column at ZDNet.com

Eileen enables your social business: to connect with your customers, identify influencers and gain advocates for your brand. She transforms engagement to improve customer satisfaction and perception, forging vibrant communities to amplify your message and improve customer communication.
She is an accomplished and well-known social media speaker and an advocate for the advancement of Women in Technology.

She is a member of the IoD, the BCS, a fellow of the RSA and is the Chair of Intellect Women in Technology.

http://amastra.co.uk | http://eileenbrown.wordpress.com | http://twitter.com/eileenb | http://linkedin.com/in/eileenbrown | http://facebook.com/WorkingTheCrowd| http://gplus.to/eileenb | http://www.zdnet.com/blog/feeds/

Product Description

Review

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. --Betsy Aoki, Senior Program Manager, Social Media, Microsoft

ileen has created a masterpiece here in unravelling the complexities, acronyms and challenges presented by the ever-changing world of social media. Whether for the individual, small business or corporation, Working The Crowd demystifies how social media can be used to network, communicate, forge business partnerships and gain or share knowledge, backed by Eileen's years of experience in technology and networking. --Sarah Speake, Industry Director, Technology, Google UK

Eileen Brown blends extensive real world business experience with in-depth social media knowledge to create a unique and valuable guide. --Professor Sue Thomas, Institute of Creative Technologies, De Montfort University

ileen has created a masterpiece here in unravelling the complexities, acronyms and challenges presented by the ever-changing world of social media. Whether for the individual, small business or corporation, Working The Crowd demystifies how social media can be used to network, communicate, forge business partnerships and gain or share knowledge, backed by Eileen's years of experience in technology and networking. --Sarah Speake, Industry Director, Technology, Google UK

Eileen Brown blends extensive real world business experience with in-depth social media knowledge to create a unique and valuable guide. --Professor Sue Thomas, Institute of Creative Technologies, De Montfort University

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.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most Helpful Customer Reviews
3 of 3 people found the following review helpful
2.0 out of 5 stars Not for anyone already working in social media 14 Aug 2012
Format:Paperback|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.
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7 of 8 people found the following review helpful
5.0 out of 5 stars Demystifying Social Media 14 Dec 2010
Format:Paperback|Verified Purchase
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.
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10 of 12 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.
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1 of 1 people found the following review helpful
5.0 out of 5 stars I find myself using this book again and again ... 18 April 2012
Format:Kindle Edition|Verified Purchase
I'm here in a busy airport lounge wondering again what the answer is to a challenge social media has presented my little area of the Enterprise I work for ... And yet again Eileen has the answer as clear as a bell in black and grey on my Kindle.

This book is the classic reference guide that I've dipped into again and again. Clearly the author has the voice of experience, with a clear, no nonsense, straight to the point style.

Frankly it isn't just recommended reading but required reading for any role that is affected by the ever shifting world of social media. It is no longer an option to just opt out for a high percentage of businesses it is a necessity to understand and this book really is just about all you will need ... But get the kindle version because a paper copy will get worn out and you will be gutted if you let someone borrow it ...because it won't come back that I can guarantee!
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4 of 5 people found the following review helpful
Format:Paperback
Its no secret that by now the use of online social network is exploding. Latest figures have shown that 74% of internet users have logged onto or contributed to a social network such as linked in or facebook. 74% also say they are influeced by the opinions and recommendations on these products and services. Social media dominates our lives and poses questions on what are the best tools and methods to help support a business in communicating with its customers.

Eileen helps you to navigate the social media marketing maze to ensure profitability and not gimmicks. She encourages you to really think about the aims and objectives of your business in considering a social media strategy before starting any of them which makes this book extremely practical and valuable. She also offers advice on how to measure the success of the tools you have implemented. Just like Eileen this book is not only straight talking and jargon free but hugely engaging and relevant. With simple practical steps, Eileen offers you instant access to a world that will offer a range of social networking tactics that will help reach news customers and clients as well as getting existing ones to engage in more business .
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6 of 8 people found the following review helpful
5.0 out of 5 stars Excellent - Social Media in plain english! 4 Jan 2011
By Malc
Format:Paperback
Is Social media something that you feel you should know something about, but seems that little bit ambiguous, or maybe you feel it's all hype with no science? I fell somewhere between the two and this book provided the education I needed.

The book is written in a practical, no nonsense fashion switching between theory and true real life examples constantly and seamlessly. The result is that one gains a true understanding of the principles of Social Media but also a 'coach' to help one implement the lessons learnt.

I can't recommend this book enough, and I am sure that you will find it an interesting (even entertaining!) read right from the start that will change your view on Social Media for good.
Cheap at twice the price is my summary!
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Most Recent Customer Reviews
5.0 out of 5 stars This makes for a great read
This is a useful book for any existing business, or start-up, that needs to understand the usefulness of social media marketing. Read more
Published 2 months ago by MarcL
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 18 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 20 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 on 20 Jun 2012 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 on 18 Jun 2012 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 on 21 April 2012 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
Published on 18 April 2012 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 on 11 April 2012 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 on 5 Mar 2012 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 on 20 Dec 2011 by Scott Blatchley
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