The Social Media Marketing Book Paperback – Nov 28 2009
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After poring over The Social Media Marketing Book you may not come away with a master marketing strategy, but you'll get a good briefing on tactics. -- Thomas E. Weber, --Thomas E. Weber
About the Author
Dan Zarrella has written extensively about the science of viral marketing, memetics and social media on his own blog and for a variety of popular industry blogs, including Mashable, CopyBlogger, ReadWriteWeb, Plagiarism Today, ProBlogger, Social Desire, CenterNetworks, Nowsourcing, and SEOScoop.
He has been featured in The Twitter Book, The Financial Times, NYPost, The Boston Globe, Forbes, Wired, The Wall Street Journal, Mashable and TechCrunch. He was recently awarded Shorty and Semmy awards for social media & viral marketing.
Dan has spoken at PubCon, Search Engine Strategies, Convergence '09, 140 The Twitter Conference, WordCamp Mid Atlantic, Social Media Camp, Inbound Marketing Bootcamp, and The Texas Domains and Developers Conference, and he currently works as an inbound marketing manager at HubSpot.
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Most Helpful Customer Reviews on Amazon.com (beta)
I appreciate this will be useful for anyone who has not even come into contact with social media networks, but anyone who has dabbled even slightly will find this *extremely* basic. I just cannot understand how anyone can even suggest it might be useful for a pro, never mind recommend it! If you are seriously looking to develop a social media strategy, it means you have a basic appreciation of what it's about, and that's how far this book goes, no further. In any case, don't do serious social media strategy based simply on the know-how in this book!
The book's organization is quite user-friendly and begins with a brief introduction to social media. The bulk of the book then focuses on presenting a concise history, definition, and description of the various types of social media: blogging, Twitter/microblogging, social networking, media sharing, social news and bookmarking, ratings and reviews, forums, and virtual worlds. I found each section both helpful and interesting, especially appreciating the author's conciseness.
The final two chapters--one on strategy, another on measurement--are some of the most important. As I went through the strategy chapter, I was highlighting different bits of advice and enjoyed his discussion of "call to action" (CTA) in which you, the marketer, try to engage visitors on your website. The measurement chapter stresses the importance of goals and describes several tools you can use to measure return on investment and engagement as a result of your social media marketing efforts.
Overall, I found Zarrella's guide a helpful resource on understanding and applying social media for business. Note that the book is an introductory guide, so don't expect to find profound social media strategies if you're already an experienced social media marketer. Nevertheless, I appreciated the nuggets of wisdom throughout this survey of social media marketing.
If you think marketing is an unproven practice to lure prospects, then web marketing is all that in a new domain - the internet - where many marketing professionals still are unfamiliar with. And social marketing poses these challenges at scale!
Therefore, marketing pros willing to achieve results on the web must dominate the field, or face overwhelming failure. Imagine someone's misstep in marketing to Facebook users...firefighters may not be enough :)
The book by Dan Zarrella is an introduction to the various type of tools available to marketing pros promoting their products on the web, how to measure campaign results. It very much addresses the need of those not very familiar with the most common sites and communities.
The book is introductory, so experienced and long-time twitterers or facebookers will not do much with this book. Otherwise, the book will bring you up to speed with the buzz around social networking and related marketing approaches.
If you are interested in Blogs (WordPress), Twitter, Facebook, MySpace, LinkedIn, YouTube, Flickr, Digg, Yelp and Second Life (a virtual world) then this book may appeal to you. The book doesn't focus on marketing but rather introduces these sites and gets you up to date on the terminology of the Web. I thought there was some useful advice about interacting at forums. I also liked what Dan Zarella had to say about blogs: "content trumps comments." He also mentions that a blog will be more effective if it sticks to a single topic.
"When responding to a review, keep a cool head. If a poster gets you upset, don't respond right away; step away from the computer for a while to calm down." ~ pg. 137
Throughout the book there are interesting facts like a short history of Twitter. There is also a short section on how to get "retweets" that might be helpful to anyone using Twitter. What I liked about this book was that on almost every left-hand page there is a screen shot so you can instantly see what Dan is talking about. No need to go online while you are reading! I thought that was very helpful since I was new to most of the sites discussed.
What I think you will enjoy is that the author introduces you to many sites you may want to start using to spread the message about your product or service. He does however advise that you avoid hard selling techniques. There is a brief chapter on "Strategy, Tactics, and Practice." This chapter helps you figure out who is talking about you online. This is especially useful if you run a business.
If you are new to social media then this book will be helpful. If you are looking for specific information on the sites listed above then I'd recommend you buy some of the Dummies books for each site. They have great books for Twitter, Facebook and WordPress to mention a few. Those are the sites I'm currently interested in and will be reviewing those books soon.
~The Rebecca Review
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