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on February 3, 2013
Regardless of whether you are an expert or a beginner in the area of using Social Media towards facilitating dialogue (internal or external), there is much to be gained from this book. It clearly conveys the important message that Social Media is not about technology but about behavior (openness, transparency, information sharing etc). If these behaviors are not encouraged then no matter how well the tools are implemented, outcomes will fail to materialize.

The author also suggests possible new roles and organization structures to effectively implement the Social Media strategy. Given the emerging nature of this field it is best to use these as a guiding light or first draft, realizing that the future of Social Media is still evolving at a rapid pace, impacting any preconceived idea or approach towards it.
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on June 5, 2012
Lots of rah rah and good anecdotes but little strategy (which is especially disappointing given the title). I did like the numerous assertions that social effectively breaks the traditional sales funnel - there's a lot of valuable implications to that. The point that strategy and business objectives need to be established prior to engaging in extensive social media efforts can't be overstated. The section on paid media is just silly. The new segmentation should be based on behavior and less on demographics is an insightful principle. Overall this is a frustrating read because if you're a believer in social this just confirms that you're right but likely wasn't a great use of your time. if you're skeptical, which is to say grappling with the pragmatic challenges of the paradigm shift that social media presents, this doesn't provide enough of a strategic framework to effectively lead wide-scale change. Probably a good read for beginners though.
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on May 15, 2011
I just finished this book and it does a great job describing the dynamic now in play at every organization regarding social media. It illustrated how social media is going on a whirlwind tour throughout your organization touching areas I never expected it to touch. It's not like the early days of the internet - where you can hire a bunch of coders, stick them in a corner and have them create your website and do all things web - its much more involved and truly touches "everywhere" in your organization. Because of that you need a comprehensive strategy that will involve the whole organization and leverage the human network and human capital typically trapped in organizations of all sizes. This book does an excellent job of explaining and then illustrating with real world examples how to create a strategy that will unlock the power hidden everywhere in your organization. Excellent read - thank you Larry!
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on March 24, 2012
With the exponential presence of social media everywhere you turn, there is a growing industry to provide information that people want to know on how to go about establishing an online presence - whether at an individual or at an enterprise level. This book is one such "manual".

It is meant for any organization that is on the fence on whether or not to jump on the Social Media train before it gathers so much speed that it will be impossible to catch up. Companies that are slow on understanding the importance of this media to reach, engage, impact, and ultimately keep customers for life will pay the price over the long term. This is indeed a 'wake-up call' for those enterprises.

What makes this book valuable is that it delves deep into every aspect of social media and how every organizational function has to be incorporated in the strategy, execution, and delivery of the company's social identity. The questions provided at the end of each chapter provide the basis for thought provoking discussions around how companies should apply these internally as they think through their social media approach. I found the chart in chapter five: "Marketing, Sales, and Service: Organize Around Customer Engagement" especially useful because it provides a side-by-side comparison of "Old" and "New" marketing aspects around many different business aspects.

Great book for anyone who wants to get a good understanding on how this new frontier will change the landscape in which companies will compete aggressively in gaining a new type of customer - for life.
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on November 3, 2011
Everywhere is the latest (and I think third book on digital marketing) by Larry Weber. It is aimed at senior executives in large organisations who may not be that digital savvy; so I am about as far from the target market as you can get. So what does it give the digital marketer? It's an easy-to-read book that you can get through on a long train ride or short haul plane journey. Weber has collated some great social business examples that you can use to pepper presentations to clients with.

It won't change the world, it isn't anything radically different, but it is extremely accessible.
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on April 23, 2011
As a marketing executive, I found "Everywhere" to be a very useful tool to understand how companies are leveraging social media to be closer to their customers and other stakeholders. The book abounds with useful examples of what companies are doing today to apply social media strategies to be more competitive in their respective markets. Everywhere offers a refreshing perspective on how the business world is changing because of social media and where it can be applied-- within and beyond marketing-- to make a difference. High marks for a well written and insightful overview.
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on May 11, 2011
Larry Weber was one of the very first people to predict the rise of social media influence. Before Facebook, before Twitter. This is the most advanced look at the effects of, and uses for social media in the marketing mix. Worth the time you'll spend with it.
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In his latest book, "Everywhere: Comprehensive Digital Business Strategy for the Social Media Era," W2 Group Chairman Larry Weber addresses the challenges faced by companies trying to wrap their arms around social media as a means of communicating with the many publics that have (or should have) an interest in their products or services.

In so doing, he makes a solid case for the real value of social media use as a business strategy. The importance of developing a social media strategy as part of your overall marketing program, says Weber, is demonstrated by the fact that "79 percent of people who follow brands on Twitter are more likely to recommend those brands, and 60 percent of Facebook fans follow the same behavior."

Weber asks and answers the logical question that you should be asking at this point: "How effective is social media in driving purchases? According to a recent study from Chadwick Martin Bailey, 67 percent of consumers who follow brands on Twitter are more likely to buy those brands after becoming a follower. The same is true for Facebook fans, which are 51 percent more likely to buy after becoming a fan."

Justification, indeed, for developing and implementing a social media strategy as part of your overall business plan. The marketing executive as well as the CEO would be well-advised to absorb the knowledge in this excellent book.
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on July 28, 2011
Larry Weber does an excellent job covering the reach and engagement of social media in organizations. Each individual has the opportunity to be a content author, editor, publisher and even analyze audience response and metrics. Social media is a set of tools; including broadcast, listening and interaction, that are no longer limited to the "official" corporate communications channels.

A company's credibility bank with consumers can be significantly increased through developing and maintaining real dialog with consumers and potential consumers. Product design and development can be positively influenced with increased customer interaction. Product pre-launch, launch, post-launch visibility can also increase.

Larry's book provides great examples of companies successfully utilizing social media - what works and what doesn't. Does your company have an effective Social Media Strategy and Implementation? If not, the company will be at a competitive disadvantage. Competitors are leveraging Social Media to maximize impact, market share and revenues.

Should be read by senior managers across the business line of sight (Product Management - Engineering - Manufacturing - Product Marketing - Support) - not just the "Communications / PR" people.
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on August 2, 2011
I particularly liked the chapter Human Capital: Expect Real-Time Resumes and Create a Twenty-First Century Workplace. I think Mr. Weber does an excellent job mapping out how social media is impacting the recruitment process and how savvy organizations are bringing in new talent. Gone are the days where the paper resume reigned supreme; nearly everything you could want to learn about a candidate is now available online (to their benefit or chagrin). The companies that integrate a digital strategy in not only their marketing plans, but their recruitment plans as well, will be well on their way toward becoming a successful Social Enterprise.
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