Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media Paperback – Jun 18 2010
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From the Back Cover
ProfitBigfrom Social Media: Strategies and Solutions That Work!
Using new social media marketing techniques, you can deepen relationships with your most passionate, profitable customers--and create more of them than ever before! In this 100% practical book, world-renowned expert Li Evans shows exactly how to make the most of social media--in any company, in any industry. You'll discover exactly how to customize your best social networking strategy...hen staff it, organize it, manage its risks, and execute it successfully! Evans shows how to understand your audience, enter the conversation, build trust, protect your brand, integrate social media into existing marketing programs, measure your results...nd profit big from today's hottest new social media sites and platforms!
• Make the most of Twitter, Facebook, YouTube, LinkedIn, Flickr, and more
• Define goals and customize strategy to maximize Return on Conversation (ROC)
• Understand thewholeconversation about you andallthe communities you serve
• Manage legal, compliance, and ethical challenges
• Plan social media policies for your company's employees
• Extend customer service into social media
• Maintain consistent branding and messaging
• Complement your SEO, PPC, offline marketing, and PR efforts
• Learn how to integrate traditional marketing tactics (TV, radio, print) with your social media marketing strategy
About the Author
Since 1999, Liana "Li" Evans has been active full-time in the search marketing arena, becoming well-versed in all avenues of social media and search marketing. Li runs the Search Marketing Gurus blog and is the director of social media for Serengeti Communications, a Washington, DC-based online marketing firm that focuses on building social media strategies for companies and training companies to bring online marketing in-house.
Li has led the SEO strategy for an Internet Retailer 500 company, and was the SEO and social media architect for a Fortune 500 multi-million page entertainment Web site. As a database designer and programmer since 1992, Liana has developed technical expertise in dealing with large-scale retail sites and their dynamic natures.
She holds degrees in both public relations and information technology, which lend well to working with client strategies in social media and search marketing. Li speaks and trains social media and SEO at Search Engine Strategies and other industry conferences.See all Product Description
Inside This Book(Learn More)
Top Customer Reviews
Online sites from forums and social networks through blogs and microblogs to bookmarking sites and link directories are indeed the latest great thing. However, just blanketing these sites with a lot of advertisements and press releases isn't going to help your sales. In fact, it might actually hurt them.
Social Media Marketing is one of the best social marketing books I've read. It's main message, yes social media is a great tool but it has to be used properly. Most people are following the same old strategies not realizing that social media isn't an opportunity to bombard people with advertisements. These are places where you can connect with people who use your products and find out what they like and hate about everything from your brand to the way your customer service treats people when there is a problem. Social media isn't so much about talking but about listening.
Most Helpful Customer Reviews on Amazon.com (beta)
Furthermore, hardly any useful links are provided, and those in there are from Forrester Research Group (some of them don't work anymore e.g. the greatly appraised Groundswell Profile Tool. One of the "cited" articles was up for purchase for 500 Dollars from Forrester. "Wow" that is what sharing is all about. From someone claiming to be a social media guru I would have expected more.
In general, references are not properly laid out, which makes them hard to find anyways (basically she doesn't cite a lot because she prefers to draw from her very rich (warning: irony) experience, which results in 30x pages repeating stuff.) There are sooooo many useful websites out there that can help you understand, track, and plan a strategy for social media. She ignores most of them.
The only useful chapter to me was "goals need to be defined". Since it is at the beginning of the book, read the intro and you are fine. All other chapters are more or less common sense.
Not worth your money....Did I mention that she doesn't provide any useful "hand on tools" or strategies how to actually PLAN, IMPLEMENT, MONITOR & ADJUST your social media strategy in your company? - The title of the book claims to provide "strategies" for engaging in Facebook - I've never read a book with less practical use than this (even Marketing 101 - today helps me more at my job....)
For example, in the section on How to Choose a Consultant, she suggests that you judge a consultant by his or her website and then goes into a long harangue about how if their website is designed entirely in Flash, you should think twice before hiring them.
Well, so I went on HER website, and, guess what, it describes her as a columnist on social media and as writing a book on it as well. When was THAT written? Apparently, in 2009, LONG BEFORE her book was published. You mean to say she hasn't updated her website in OVER A YEAR? Why should I hire HER? [Upon reading this, she will probably freak out and update her website!]
Just because some people are strong in one area and some in others, that's no reason to put them down. Isn't Social Media about BUILDING COMMUNITY? Everyone comes to Social Media from a different vantage point and with a different skill set. Ms. Evans may be good with the technical stuff whereas someone else has better people skills (which is not at all hard to imagine!). No one can know every aspect of Social Media, but we can all keep learning and improve our knowledge base.
She has some good information, but no better or worse than any of the other social media marketing books. I think you could choose from any of the hundreds of titles out there at random and you'd come out just as well. And I see no reason to reward someone for being obnoxious.
P.S. When I read reviews of the various books on Social Media, I am highly suspect of many (not all!) of the 5-star reviews, as they appear to come from close friends and colleagues of the author. I suspect that is the case with many of the 5-star reviews here.
One area that I felt like they missed an opportunity was for corporations and businesses to work with the human resource professional in addition to their marketing and PR teams. The author casually mentioned that HR is involved in creating policies but suggested that the reader should work with marketing. HR controls so many channels of the business, it is important to work with them along with IT, Marketing, and PR. A business should work to educate and assist the HR professional so that they truly understand how social media can be used. Most HR professionals in an organization only see the ugly side of social media: Facebook stalking, sexual harassment investigations, and employees who violate company confidentiality. The same things that employment law attorneys also see.
I would have liked to see a social media terminology glossary at the back of the book for those that are true newbies to the subject. This will help them from feeling overwhelmed with talk of words like Twitter, Mashup, Search Engine Optimization, and Blogging. Not every business leader is wise in the ways of social media marketing terminology.
CEO of Xceptional HR
Author of Tweet This! Twitter for Business
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