on 16 April 2011
Bigger books have been written on social media, but not better ones. This book systematically builds a social media programme through Blanchard's four sections: Strategy, Integration, Management and Measurement.
As Blanchard is first and foremost a brand expert, this book is not a full of social media hype, nor about social media as an annexed wonder-tool that must change a company. Instead, as a brand expert, he demonstrates how social media can be added not just to the marketing mix of a company, but it's PR, customer service, internal comms, etc.
I think a lot of businesses are getting on the social media bandwagon. They've heard that it's great for business but really have no clue what social media is or what it can do for them. In an effort to keep up they create a social media program and hire experts in the field.
In an effort to explain social media to these businesses, Social Media ROI begins by explaining that social media is a tool, like email, like the phone, like networking. Really, the concept isn't all that new, it's just a new method of communicating and connecting with your current and potential customers.
Recognizing social media as a tool is only the first step though. Next is recognizing that it's less important to have x number of followers on Twitter or friends on Facebook and much more important that these interactions reinforce your goals and help you get to your specific targets. No two plans are going to be the same and it's something that everyone in your organization (big or small) has to understand and be on board with. Little mistakes tend to blow up pretty fast in social media streams.
This is exactly the book I was looking for. I have been using social media for years and I am very clued up. I am not interested in a book on the tools, but in a book on how to integrate social media in an organization and measure The ROI . The author is clearly a true expert and not an improvised self professed guru. He takes the reader through the steps of aligning social media to the business goals, the myths to dispel, the most common objections ( I cannot count the times I have faced the exact same ones!!) and how to manage social media integration as a change management program. By far the best book on social media I have ever read.
Not for beginners who are looking for info on how to use twitter or linkedin. Definitely for consultants and managers involved in strategy and how to incorporate social media in order to improve the company performance.
on 24 January 2012
Brand strategist Olivier Blanchard proffers comprehensive information and helpful advice in his worthy overview of social media. Blanchard explains how to plan, organize, manage, measure and assess social media programs. Although numerous social media manuals already flood the market, getAbstract believes this savvy, informative guide offers some new insights on evaluating your results and recommends it to anyone seeking to leverage the exciting, burgeoning, and occasionally baffling world of social media.