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|Print List Price:||£19.99|
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Working the Crowd: Social media marketing for business 2nd , Kindle Edition
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|Length: 180 pages||Word Wise: Enabled||Enhanced Typesetting: Enabled|
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Top customer reviews
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.
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!
This second edition of Eileen Brown's book has 13 chapters, which fall roughly into five main sections.
The first three chapters discuss strategy and planning, explaining that social media needs to be approached for the long term, giving to the community rather than expecting instant returns.
The next part of the book looks at tools and networks. This covers the main socials networks and how businesses should think of using them, and some of the essential tools for businesses to manage the networks they are engaging through.
The middle part of the book - chapters 6-9 - discusses brand and reputation. Brown emphasises that the approach must be honest, authentic and rapid. There is a helpful section on using social media for recruitment (both from the point of view of a company recruiting and from an individual's point of view).
Chapters 10-12 then look at a number of issues to do with scaling - amplifying a company's message for a global audience, using Twitter and marketing issues, such as building engagement levels.
The final short chapter looks forward - always a challenge. It addresses the use of mobile and gives a brief mention to Google+ (which would have more detail if this was being written today).
The book is particularly strong on advice on using social media as a marketing tool and the issues that companies need to consider in using social media.
The only slight negative is that being a second edition, there is some information that is a little dated, which I assume is some of the first edition material that is still present - it maybe needed a little more editing.
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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