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No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing Hardcover – Sep 1 2011


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Product Details

  • Hardcover: 272 pages
  • Publisher: Que Publishing; 1 edition (Sept. 1 2011)
  • Language: English
  • ISBN-10: 0789748010
  • ISBN-13: 978-0789748010
  • Product Dimensions: 22.9 x 15.2 x 2.3 cm
  • Shipping Weight: 590 g
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: #93,646 in Books (See Top 100 in Books)
  • See Complete Table of Contents


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By Dr. Bojan Tunguz TOP 50 REVIEWER on Feb. 27 2013
Format: Hardcover
The BS in the title of this book seems to be referring to the notion that social media is somehow an end in itself, a worthy goal and pursuit that any organization should engage in in its own right. The authors of this book don’t really buy into it, and they suggest that neither should you. They view social media as just another form of media engagement. It either helps your business in very tangible and concrete ways, or it doesn’t. Any organization should view their social media engagement through a very utilitarian standpoint, and not treat it as a hobby or, even worse, a good-will nebulous outreach. So if that’s what you mean by social media BS, then sure, this book will not provide you with any of it. However, if you are looking for a very specific set of advices on how to build your own social media strategy, then you will be somewhat disappointed. The authors are in fact very clear about this point: they don’t believe that there is a single overarching strategy for approaching social media. What they do instead in this book is provide you with a collection of insights and case studies that, when understood properly, can give you ideas about how to approach social media in your own situation. This is all fine as far as it goes, but I was really hoping for much more of a concrete, actionable advice.

I am neither a social media maven nor am I looking into a career in such a field, but I have done a fair amount of personal social media promotion over they years. I’ve read a lot of books and articles on the topic, but am yet to come across one that can provide me with a clear sense of how to grow my own personal brand through social media strategies. So far I have been relying mostly on trial and error, and this book is only marginally helpful beyond the insights that I’ve come across on my own. However, if you are completely new to the world of social media marketing, then this book could be a useful first resource.
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Format: Hardcover
"No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing", is exactly what its authors (Jason Fall and Erik Deckers) say, with both possessing decades-worth of experience in marketing, most recently from the perspective of social media marketing. They have offered readers a complete nuts and bolts guide to social media marketing that emphasizes facts, not the myths, associated with this new frontier which remains surprisingly, quite elusive for many businesses. Theirs is a common sense approach based on the need to be candid with customers and earning their trust and support, which will translate into substantially improved revenues if it is implemented successfully. They emphasize that, unlike other forms of marketing, social media marketing requires building relationships with potential customers, emphasizing one's sincerity, especially with regards to dealing with unexpected problems. For them, a classic example of a business's failure to cope with social media is Nestle's notoriously lackluster attitude toward dealing with complaints posted at its Facebook page, just as Greenpeace was launching a campaign against the company, condemning it for purchasing palm oil from a supplier who was allegedly responsible for substantial deforestation in Indonesia and the deaths of thousands of orangutans. The authors provide readers with ample examples of the roles in which social media can play in marketing, often noting how, almost in the blink of an eye, important news like the killing of Osama bin Laden can be circulated immediately around the globe via social media such as Twitter and Facebook. If one wishes to understand social media marketing and desires a firm understanding of it, then, despite its brevity, the reader will find no better guide than this most timely, and insightful, book.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 66 reviews
26 of 29 people found the following review helpful
Be Afraid, Be Very Afraid. Or not. It's Your Choice Sept. 30 2011
By Jason L. Mcdonald - Published on Amazon.com
Format: Hardcover Verified Purchase
No B**S Social Media, a Recommended Book (Four Stars)

No B**S Social Media, Review No B**S? Really! No B**S Social Media at least has a catchy title. It certainly got my attention and hope that this would be one of the better books on Social Media Marketing. I teach Social Media Marketing in San Francisco and online (just Google `Jason McDonald' or click on my profile to find me), and so I am always on the look out for new insights into the emerging world of SMM.

Bottom line: four stars

I recommend the book as a good, fresh intro to Social Media Marketing.
The book's strength: a detailed, high level overview to WHY Social Media matters.
The book's weakness: lack of how-to-, step-by-step detail.

No B**S Social Media is 90% a conceptual book, and only 10% a practical how-to guide. The discussions of ROI / Metrics, review marketing, and how to organize your social media team in a larger company are all quite good. If you have an established product, more than ten employees, and are looking for a good airplane read on social media, this is a good book for you. If you are a start up, a single employee company, or are looking for a detailed practical manual on Social Media Marketing, you are better served by Social Media for Dummies.

Be Afraid, Be Very Afraid of Social Media

Not surprisingly, given its brash title, the book's tone is no nonsense. One major theme in the book is: Be afraid, be very afraid! Be afraid, first of all, that the Social Media Revolution is here, and be afraid that you - Mr. or Ms. Marketing - do not understand it. Your company will be doomed as will you - so you had better start paying attention! Do I agree with this statement? Absolutely. Do I agree with the tone: not at all.

Should you be afraid of Social Media? If you are a large company like Nestle or United Airlines, there is certainly reason to fear the viral attack campaign of your Facebook page, or the viral video "United Breaks Guitars." For most businesses, however, the worst that happens is a) the unhappy customer review on Yelp or Google Places, or b) a complete lack of interest by your customers in your products.

Very few of us will experience a viral video assault like "United Breaks Guitars," but many of us will experience the "b" option - difficulty getting our customers to truly be excited about our brand, our products, and our news. Fear is the wrong metaphor, in my view.

Attitude is everything I believe, so despite what No B**S says, I encourage you to be open minded about Social Media rather than fearful. Expect some direct insights from your customers, good or bad, but see this revolution for what it is: an amazing, fun marketing opportunity to get to know your customers regardless of the limits of time or space. Experiment. Be innovative. For many small businesses, Social Media will start and end with Google Places and Yelp. That's OK. It all depends on what YOU make what works for YOUR BUSINESS.

My take, therefore, is 1) don't be afraid you will be left behind, there is still plenty of time to get started in Social Media Marketing. But certainly take the plunge now and start educating yourself and your company, and 2) don't worry too much about the high-visibility attacks such as those against Nestle or United Airlines. Unless you are a major brand, those viral social media messages are very rare indeed, and 3) look for focused opportunities rather than trying to do everything at once. Nigerian proverb: man who goes after two mice, catches none. So, focus, focus, focus on just the best social media opportunities, unique to your business.

Social Media Opportunities - Reviews and Review-based SMM

For many businesses the strongest Social Media Opportunity is in the review space. Fortunately this is the best part of the book - its discussion of reviews and eWOM (electronic word-of mouth). Nowadays, many customers may base their decision to engage with you on reviews posted about your company or products on sites such as ePinions.com, Amazon.com, Yelp.com, and other platforms. Small businesses like roofing companies or attorneys, in particular, are being reviewed heavily on Yelp and Google Places.

Do reviews matter to your business?
If so, what is your strategy to encourage them?
If so, what is your strategy to monitor and respond to them - good, bad, and ugly?

With respect to reviews, the authors make the obvious but necessary point that people often do NOT believe advertising but they WILL believe the reviews of total strangers. Looking for a new Bar-be-que restaurant in Dallas? Turn to Yelp or Google Places, read reviews, go to restaurant. Ready to buy a new book on Amazon? Read the reviews, like the reviewer, buy the book. Review marketing is big, and getting bigger. Reviews matter. Do you lack a review strategy? Then be afraid, be very afraid.

Here, however, is where the book falls down. We are given no easy Web index of sites that have reviews, tools or tips to encourage reviews - so we know that reviews are important, but we aren't really taught how to cultivate them, at either the conceptual or practical level. Like so many books in this sector, the book reads too much like a novel and not enough like a workbook. As someone who teaches Social Media Marketing, I know from my students that what they want are practical, step-by-step directions on issues like how to encourage reviews. In this regard, No B**S Social Media disappoints. It even lacks an appendix of great websites, or power tools for Social Media - items that in this Internet age should certainly be part of any book on the topic.

Conclusion

There's theory and then there's practice. A truly excellent Social Media Marketing book would have booth - a discussion of why reviews matter, and also a step-by-step guide to how to encourage reviews. No B**S Social Media is more theory than practice, but it's still a good book. Buying it, reading it, and most of all - beginning to embrace Social Media - is a start. That's no B**S.
16 of 17 people found the following review helpful
More About the "Why" than the "How" Nov. 10 2011
By Bohdi Sanders, Ph.D. - Published on Amazon.com
Format: Hardcover Vine Customer Review of Free Product
As an independent author working with a extremely small, almost non-existent marketing budget, I was hoping this book would be a stream-lined, no-nonsense book on HOW to use social media. Although this book does offer some suggestions, the main focus on this book is on persuading the reader for that his or her business actually needs to be using social media. It does do a great job where this is concerned. This book is loaded with facts and figures on WHY every business should be using social media and the ways that social media can help your business.

What I found lacking, and what I was really looking for, was a clear-cut guide to HOW to use all the available social media. Don't get me wrong, the authors do offer some tips and points in this area, but overall this book is not a guide to HOW to use social media to your advantage. Also, this book is more geared towards bigger businesses, not the struggling author or mom and pop business. This is not a knock on the book, but merely my opinion on the contents of the book. The book itself is well-written and I'm sure, a good resource for businesses who know very little about social media and need the facts for their marketing. It was simply not what I needed or had hoped it would be.

So, if you are looking for a book which gives you the down and dirty facts on WHY you should be using social media, along with some good points and tips, this is a great place to start. If, on the other hand, you are looking for an easy to follow outline of HOW to use social media to your advantage, this may not be what you are looking for. A good book, but not what I needed. 3 Stars.

Bohdi Sanders, author of the award-winning bestseller, Modern Bushido: Living a Life of Excellence
12 of 14 people found the following review helpful
Accurate if you remove the word NO from the title Jan. 26 2012
By Joel Schopp - Published on Amazon.com
Format: Hardcover Vine Customer Review of Free Product
This book spends much of the text convincing you that you want to use social media for marketing. The problem is you are already likely convinced of that before you bought the book. The rest of the book is generalisations and lack of specifics. I felt like I knew less about social media marketing after reading this book than I did going in.
25 of 32 people found the following review helpful
Here we go again Nov. 27 2011
By Dan Bergevin - Published on Amazon.com
Format: Hardcover
Here we have yet another steaming pile of hype, written by two people who got successful selling hype, and hyped by dozens of fellow hypers. Since it is exactly as useless as everything else ever written on this subject, I'll give a general overview on social media marketing and then at least you'll be able to think straight while reading this book...

Everything I read about social media falls into a few small categories:

1. We researched whether social media is an effective marketing tool and have determined that it is. Our proof is the fact that (a) people like it, and (b) people use it.

2. There is no question that social media marketing is effective. It is, and if you doubt it then you're so pre-2009, and you'll cry when your competitors steal all of your business because you didn't have a Twitter account.

3. We researched whether social media marketing is effective and have determined that it can be, but not always directly or even intentionally. Measuring its effectiveness is therefore difficult and requires critical thought rather than brute force.

Basically, the first group asks the right question but uses the wrong evidence to arrive at the answer. The second group doesn't want to ask the question because their book sales, seminars, and other forms of income are derived from pimping the trend. These two groups will assume that 4,000 Facebook friends is better than 3,642 and that it is worth the time and effort to grow such numbers regardless of ROI.

The third asks the right question and questions the answers. Here is where the question is left open if the evidence is missing or inconclusive. This should not be a novel concept.

Social media can be useful in creating sales or at least bringing people to you with money in their pockets and a few questions they want to ask. Blog posts, forum topics, and Amazon and YouTube product reviews cause me to buy a lot of stuff, so I know it works. But the site where I find the review, the person writing the review, the company that makes the product, and the company I buy the product from are often different. The linkage between cause-and-effect is not clear. And while there are ways to improve traceability, someone might talk about your product and that reference may cause a sale in ways you did not control, let alone were even aware of.

To solve this problem, these authors recommend you just tweet more and upload more videos, since increasing the noise level is the only way to get people to notice you. So basically we're back to where we started, in the early 20th century, before Hopkins taught us how to figure out who really gave a crap and who didn't and then market accordingly.

In summary, I believe social media does, in many cases, lead to more sales of your product, more people showing up at your concert, and more people asking for your services. But the web allows far more oblique ways for me to find what I want than direct paths. Buzz strategies and "facilitating word of mouth" aren't the solution because you can't make someone talk about you, any more than you can make someone like your product by talking about it more, and more, and more...

So what about the people who are making tons of money pimping social media? Think about how they got here. If you make a series of videos about wine and they become popular, then it must mean you not only know about wine, you also know how to get popular on YouTube. After all, look how many hits you got on those videos! You obviously know what you're doing. So it's logical for a publishing house to offer you a book deal and for you to accept it. Because if it works for you then it can work for some guy who makes custom guitar picks and that lady who makes cheese out of human breast milk. And it wouldn't exactly help your new career as a social media guru if you admitted that you just got lucky or that your methods aren't a recipe for everyone else.

So there you have it. Now buy the book and, if you can prove me wrong, please let me know. I'd love to think there is something profoundly useful in books like this, but so far no one can point it out to me... especially not the authors.
3 of 3 people found the following review helpful
The marketing of social media marketing Feb. 25 2012
By KnC Books - Published on Amazon.com
Format: Hardcover Vine Customer Review of Free Product
Social media marketing consultants Jason Falls and Erik Deckers know "what scares you about social media" - it's the fear of missing out on the next big thing. And the next big thing, of course, is social media marketing (SMM).

If you doubt that SMM is the next big thing, just do a search on Amazon books. "Social media marketing" (no quotes) brings back over 4000 results. The vast majority of these have been published in the last 24 months. They promise to show you the secrets to becoming a Facebook fan magnet or Twitter entrepreneur in 30 minutes, or 7 days, or while you sleep. " No ... Social Media" is not the latest of the crop, and really brings nothing new to the table.

Marketing is about selling - in this case selling SMM. SMM books, SMM strategy plans, SMM consultants and experts. They will tell you how social media is the new marketplace, that the old ways are ... well, old. They cite the number of computer users, and the number of Facebook members (a number known only to Facebook) as evidence of the viability of SMM, yet in the next breath criticize traditional media for using the same methodology in estimating 'reach'. They preach that SMM is trackable and measurable, but then declare that ROI is not a fair means of measurement. They decry the hype, but they have a vested interest in selling you on SMM, and their own services.

Social media is all about marketing, Facebook is already saturated with it; the jury is still out on how users will accept their new advertising policy. All social media marketing is not smoke and mirrors and snake oil. As with any new technology, it can be a challenge to tell the legitimate experts from the expert salesmen. Caveat emptor.

Note to the authors: If you are going to use statistics to prove your point, make sure the numbers add up.

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