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The pragmatic follow up to the practical introduction,
This review is from: Share This Too: More Social Media Solutions for PR Professionals (Hardcover)
Customer review from the Amazon Vine Programme (What's this?)
The obvious pun aside this is a useful adjunct to the first volume that was issued last year, that aims to move things on from Share This: The Social Media Handbook for PR Professionals, or as it is put in the introduction from "A practical handbook for PR people interested in changes taking place ..... [to a] ... pragmatic guide for anyone that works in communication or public relations". I would say the audience goes beyond that immediate field. Given that personal branding (chapter 23) is currently such a big issue (business opportunity) and the "Quantified Self" is addressed at the end of the book, that is everyone with a social media account. Indeed that is anyone in employment, with or without a social media account.
The book addresses social media solutions and some questions, in seven parts covering: The Future; Audiences; Conversations; New Channels; Professional Practice; Change and Future Proofing. It's scope is useful and each contribution would certainly serve as a conversation opener in any strategy meeting or training event surrounding marketing and public relations. It is up to date, for example, talk of Hyper Connected Apps (Chapter 13) certainly seems to be the way Apple are thinking with the launch of iOS 7 which is a 64 bit operating system which means that it can handle vast amounts of system memory and serious computing power (at least in design if not yet quite in practice) which opens up lots of possibilities for interconnectivity and therefore multi-channel opportunities for organisations to manage and utilise their message across - and new metrics, which is addressed in the final section.
Metrics is possibly the trickiest subject that the book attempts to address. There are fashions in the ways that organisations measure their performance as in everything else and as someone once observed "Metrics are not proxies for performance". If I had a suggestion for the next edition of this very useful volume then it would be to widen the discussion on this (still no discussion on empty clicks for instance).