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Working the Crowd: Social Media Marketing for Business Paperback – 16 Jun 2012

4.5 out of 5 stars 27 customer reviews

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Product details

  • Paperback: 178 pages
  • Publisher: British Informatics Society Ltd; 2nd edition edition (16 Jun. 2012)
  • Language: English
  • ISBN-10: 1780171269
  • ISBN-13: 978-1780171265
  • Product Dimensions: 17 x 1 x 24.4 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (27 customer reviews)
  • Amazon Bestsellers Rank: 733,336 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

"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.


Customer Reviews

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Top Customer Reviews

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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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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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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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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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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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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