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How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business Hardcover – September 30, 2010


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Product Details

  • Hardcover: 304 pages
  • Publisher: FT Press; 1 edition (September 30, 2010)
  • Language: English
  • ISBN-10: 0132100568
  • ISBN-13: 978-0132100564
  • Product Dimensions: 9.1 x 6.1 x 0.9 inches
  • Shipping Weight: 7.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (70 customer reviews)
  • Amazon Best Sellers Rank: #920,059 in Books (See Top 100 in Books)

Editorial Reviews

Review

“Return on investment in social media is like the weather: Everybody talks about it, but nobody is doing anything about it. With this book, Jamie Turner and Reshma Shah set you up for success with some key fundamentals, and then give you some very specific and illustrative examples on how to calculate the ROI of your social media efforts.”

Scott Monty, Global Digital Communications, Ford Motor Company

 

“If you simply slap a few tools like Twitter and Facebook onto your existing marketing, you are not engaging. Social media are more than tools. But if you change your mindset, you can make money. This book is packed with information to show you how.”

David Meerman Scott, bestselling author, The New Rules of Marketing, and coauthor, Marketing Lessons from the Grateful Dead

 

“This book is not a self-help guide to instant riches but offers a variety of strategies and quick tips to the experienced marketer in an entertaining and light tone. Callout boxes showcase key ideas. Although not a textbook, it would be an excellent choice to complement readings in marketing courses.”

Library Journal

From the Back Cover

Want to earn big profits from social media?

Now, there’s an authoritative, up-to-the-minute resource you can trust–and use.

 

This in-the-trenches guide is written by experts who’ve developed money-making marketing campaigns for many of the world’s largest companies. Jamie Turner and Reshma Shah, Ph.D., combine practical strategies and proven execution techniques to show how to avoid crucial pitfalls that other companies have encountered, how to make the most of limited resources, and how to strengthen your brand instead of placing it at risk.

 

Turner and Shah present realistic guidance for setting objectives, assessing competitors, crafting strategies, selecting platforms, integrating social media into broader marketing programs, and effectively measuring results. Whether you’re a marketer, executive, or entrepreneur, this book will help you drive maximum business value from social media–starting right now.

 

Big ideas and immediate action steps:

How to set up a social media campaign for success

...and how to get a positive return on your investment

How to profit from YouTube, LinkedIn, Facebook, and Twitter

…and go way beyond them

Why your first social media campaign failed

…and what to do differently next time

What to measure, how to measure it

…and how to act on what you learn


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Customer Reviews

A very handy book which will definitely help you improve your social media marketing.
John Chancellor
Its tone is much more genteel than other books on the subject and while it covers all the bases, some of its information is already a bit out of date.
BlogOnBooks
I recommend this book to anyone seeking to understand social media and how to leverage it in their business.
elizabeth fairleigh

Most Helpful Customer Reviews

14 of 15 people found the following review helpful By Hope Flammer on September 26, 2010
Format: Hardcover
If you're a an entrepreneur that regularly follows Guy Kawasaki or Perry Marshall's missives on Google search and email marketing, you'll want to read this book ASAP. Turner and Shah place social media strategies and platforms in context so that you avoid those "spinach caught in your teeth" kinds of mistakes non-net-natives (like me) tend to make. They also offer plenty of practical tips for fine-tuning efforts on the major platforms, tracking online conversations and dissecting what the competition is doing. It's one of those books you'll refer to over and over again. Especially Chapter 11, How to Use Promoting Platforms to Help you Grow Your Sales and Revenues".

That said, the book is peppered with valuable case studies featuring many impressive Fortune 500 companies. I would have liked more case studies featuring start-ups and smaller companies like ours -- those that have to keep a remorseless eye on the time and effort involved with all social media efforts...
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12 of 13 people found the following review helpful By Kathleen Hartzel on October 13, 2010
Format: Hardcover
Whether you're a CEO, marketing person, entrepreneur, or just interested in how new media is changing customers' interaction with business, you will find "How to Make Money with Social Media" is informative, accessible, and fun to read. This book emphasizes how a successful social media initiative must be built upon a strong integrated marketing strategy. Marketing basics are visited through a seamless melding of theory and social media tactics. Later chapters focusing on performance measurement provide pertinent advice on how to validate the effectiveness of your social media strategies. Overall, this book captures the essence of what is required to orchestrate a successful integrated marketing campaign.
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20 of 25 people found the following review helpful By Anastasia Beaverhausen VINE VOICE on September 28, 2010
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
I've read many social media books, and this is one of the only ones that cuts through the hype. It views social media through the existing advertising and marketing landscape and gives reasons why companies should--and shouldn't--use it. A great overview of a constantly evolving landscape.

My ONLY quarrel is with the title. It *is* about using new and emerging media to grow your business, but "How to Make Money with Social Media" sounds like a spammers' tagline on Twitter.
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7 of 8 people found the following review helpful By Karen Tiede VINE VOICE on January 3, 2011
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
First and foremost, I could barely read this book. Perhaps the printer skimped on ink; I was reading a pre-release copy. However, I suspect the fault lies with the designer. The font was so light, perhaps even gray not black, that I had to really work to focus on the text. Lose a star right there. Books like this are a form of communication, not a work of art. The text did not communicate.

Second, this is a marketing book that has a lot to say, in a disorganized fashion, about social media. OK enough, I suppose, because plenty of the basic marketing texts on the market today were written before social media became strong enough to warrant attention. But at least half the pages are about basic marketing. Furthermore, if you don't already know your basic corporate marketing, you're not going to get it here.

Third, perhaps it's my own prejudice coming through, but when I read "how to make money with SM, an insider's guide to using new media to grow your business," I expect that the book will be targeted toward people who own their own business. If I were writing a book for people who worked in businesses large enough to have marketing departments and C-suite executives, a more appropriate title would have been, "How to increase sales and profits with SM: ... to grow corporate revenue..." Or something. Of course, that wouldn't sell. But it would be more accurate. (To tell the truth, the occasional paragraph was written for the DIY entrepreneur, but that's not the person testing a social media campaign with a $250,000 budget--FOR THE CAMPAIGN alone.) There are only a very few marketing lessons I can take from the companies with global brands like Nike, Dell, and Geico. Down here in the small business weeds, marketing looks a little different.
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4 of 4 people found the following review helpful By John Chancellor TOP 500 REVIEWERVINE VOICE on October 21, 2010
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
Social media is the current rage of the marketing community. It seems that everyone is trying to create a viral YouTube video or develop a huge Twitter following or score with a Facebook Fan Page. There are plenty of marketing "experts" trying to sell the latest tools and techniques for developing a social media campaign. Unfortunately a lot of what is out there is trying to make a quick hit and it not well thought out.

If you are looking for some good solid advice on how to really use social media profitably, then I would suggest you take a good look at How to Make Money with Social Media.

Part one of the book is about the social media landscape. The authors give some background information on the evolution of marketing, what social media is and isn't and how to talk the language in social media. For many seasoned marketers, it seems to start slow. But it is necessary to set the proper foundation to build on and that is just what the authors do.

Part two discusses how to set yourself up for success using social media. Part three covers the various social media platforms. Part four discusses how to integrate social media into your marketing platform. Then in part five they discuss how to measure the ROI of social media. You really need to understand the return you are getting on your investment.

The book is well written and easy to read. At the end of each chapter is a recap with the "key concepts" covered in the chapter and some suggested "action steps" to take based on what was covered. There are also "Money-Making Tip" sidebars scattered throughout the book.

For those just getting into marketing with social media, this book will certainly be a helpful guide to getting started on the right path.
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