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Search and Social: The Definitive Guide to Real-Time Content Marketing Paperback


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Product Details

  • Paperback: 408 pages
  • Publisher: Sybex; 1 edition (November 6, 2012)
  • Language: English
  • ISBN-10: 111826438X
  • ISBN-13: 978-1118264386
  • Product Dimensions: 9.2 x 7.4 x 0.8 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #43,016 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Finally a social media book gets it right. When planning for success in search and social, the content marketing strategy comes first. Please, take this book and give it to your lead digital strategist and CMO."
Joe Pulizzi, Founder, Content Marketing Institute

"This is like a step-by-step manual on how we built a software company with 100,000+ customers out of a blog, with no outside investment and zero advertising. This is the real deal for any company looking to succeed with social media and search engines."
Brian Clark, Founder and CEO, Copyblogger Media


"Rob Garner's book is by far the most comprehensive, timely, and well-written how- to guides on how to leverage your social influence to rank higher in search engines and on social Web sites. I literally couldn't stop reading--it was that enjoyable. If you have an account on Facebook or Twitter and own a business...buy this book and learn specific, actionable strategies to make more money from search and social."
Kristopher B. Jones, Chairman of Internet Marketing Ninjas and best- selling author of Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing


" Rob Garner is a search marketing stalwart and long time industry commentator. His new book provides revealing insights into real-time marketing and how practitioners can take advantage of tools and techniques to maximize ROI. These days you can't say 'search' without saying 'social.' So read the book that explains it all and glues the two together."
Mike Grehan, Publisher: ClickZ, Search Engine Watch and producer  SES Conference & Expo

"Search. Social. Content. Community. There are compelling books on every 'modern' marketing discipline; but few, if any, authors pull together so many functions into one cohesive whole as succinctly as Garner does. He makes the future accessible."
Joe Chernov, Content Marketing World's 2012 Content  Marketer of the Year

"As an author myself, I realize the effort and pain that goes into writing a book. And the approach Rob has taken is excellent. This book covers all of the key elements of search and social with explanations, examples, common issues, bulleted lists and more. It questions and explains the common concerns of anyone trying to succeed in this rapidly changing space. My best comment is that I will buy copies for my staff."
Bruce Clay, President, Bruce Clay Inc., author of Search Engine Optimization All in One for Dummies

From the Author

Thanks for checking out this page for the book. In the first two chapters, I make the intellectual case for both real-time content marketing, and search and social as an independent discipline. Overall, there is something here for every Internet marketer, and I believe I have successfully merged some difficult theoretical concepts directly into day-to-day strategy, planning, and logistics of digital marketing. Many books focus on just the 30,000 foot view, and others are deep in the weeds. This book does a little bit of both, and that's a good thing. Not only will you understand the big picture, but you will also be able to put it into practice.

At over 400 pages, this is not a book you just sit down and read from cover-to-cover, though you are welcome to do so. It is a book that you will be reaching for over and over again as you get a handle on the combined search and social elements of a variety of tactics and strategies.

Use it to find a quick answer, develop a deep strategy, or to help your own clients and people you work with to develop a common language and understanding around modern Internet marketing strategies and tactics.

I hope the book serves you well!

More About the Author

Rob Garner is an independent speaker, educator, strategist, and renowned expert on the topic of online marketing, search, social, and content. He speaks regularly at many industry events, including SXSW, ad:tech, Search Marketing Expo, SES, WebmasterWorld/Pubcon, and OMMA, among many others, and has also guest lectured at NYU on graduate studies topics in marketing.

Rob was featured on the cover of the Spring 2012 issue of Search Marketing Standard , and has been interviewed and quoted by many top business and news publications. Some of these include The the Wall Street Journal, Dow Jones, Reuters, Mashable, MediaPost, Adweek, Ad Age, Direct Marketing News, Mobile Marketer, Smart Business Magazine, Search Engine Watch, Clickz, CNNMoney, and tThe Dallas Morning News.

Additionally, he has written for MediaPost Publications' Search Insider and Social Insider since 2006, providing insight into search and social management and best practices. Rob is a co-founder of the Dallas / Fort Worth Search Engine Marketing Association, served as its president from 2006-August to 2008, and also serves on the SEMPO board of directors as vice president. He also served on the DFW Interactive Marketing Association board of directors in 2006.

Rob has a long digital agency, inhouse, and consulting background, and has previously worked as VP of Strategy at iCrossing, a Hearst Company, and also as strategist at Agency.com.

Customer Reviews

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This is a book that I will strongly recommend to colleagues and clients.
Marion G. Watlington
Rob's book nails some of the latest tips and best practices for content marketing through search and social media.
Mel Carson
Finally, a comprehensive guide to mastering the two most important current channels to marketers.
Thank You

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Thank You on November 13, 2012
Format: Paperback
Finally, a comprehensive guide to mastering the two most important current channels to marketers. The power of Search is a proven powerhouse to marketers. Social is the playing field that can help companies leapfrog their competitors. Without the right approach to handling both, marketers could really be missing out. I loved the insights and inspirational action steps Mr. Garner details in this very accessible book. Search marketers, be prepared to conquer social. Social marketers, finally harness the power of search. Great buy!
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2 of 2 people found the following review helpful By Bud Gibson on February 10, 2013
Format: Kindle Edition Verified Purchase
I think Rob has managed to clarify the increasingly stronger link between search and social without falling into the trap of just considering the features of any given popular network of the day. The power of Rob's explanation comes from his strong conceptual grounding in social networking theory coupled with his tactical knowledge of search marketing. In truth, since the emergence of Google, search relevance has been based on information about the strength of connections between networks of interlinked content. Adding a truly social layer as networks such as facebook, google+, and twitter do merely allows these linkages to be captured in more real time (well, and other things, as Rob explains).

After developing the conceptual basis for understanding how search and social interact, Rob then outlines practical strategies you can undertake. I'm still working through this part, but my efforts so far at executing on his principles seems to be paying off. I'd buy the book for the conceptual overview alone. It will make all you're reading on the net about the convergence of search and social marketing all that much clearer.
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2 of 2 people found the following review helpful By Mel Carson on January 13, 2013
Format: Paperback
Rob's book nails some of the latest tips and best practices for content marketing through search and social media. With the explosion of social media, a whole load of marketers have popped up as so-called social media experts, but few of them have the experience and discipline of search engine marketing which is so inextricably linked to social.

Rob does have that experience......in spades, and he's not afraid of letting you into all of his secrets either.

This book contains so much invaluable information that helps the reader utilize these two channels and combine them in a much more powerful way than if they were promoted on their own.

You will learn much from these 408 pages.
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2 of 2 people found the following review helpful By Rachel Pasqua on January 13, 2013
Format: Kindle Edition Verified Purchase
Rob Garner has been my go-to resource on search and social for over seven years and his advice on real-time marketing has been instrumental in helping me not only build successful marketing programs for my clients but also in advancing my own personal career as a writer and digital strategist. As a colleague, I have the advantage of being able to give him a call or a quick instant message when I need help, but having his tips from A-Z on my bookshelf is the icing on the cake. If you're not lucky enough to learn from Rob in person, this book is the next best thing and I guarantee you'll find it indispensable whether you're looking to build your client's brand or your own. Odds are you won't read this book in a linear fashion--certain chapters will prove more useful than others according to what you are working on at any given time. But unlike most business books, it's one (in my experience) that you will find yourself coming back to over and over again as you expand your plans. It may prove to be the most valuable asset in your library!
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2 of 2 people found the following review helpful By Rebecca Murtagh on January 4, 2013
Format: Paperback
Rob has done a great job of distilling complex concepts to help brands of any size take advantage of the indisputable relationship between social media and search. Whether you are a content or in-bound marketer, blogger, SEO, website strategist or building your own website, this book will help you plan, write and optimize more effectively.
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2 of 2 people found the following review helpful By Aaron Goldman on December 28, 2012
Format: Paperback
I've been reading Rob's columns in MediaPost for years and he's always brought a unique forward-looking perspective that remains grounded in the realities of today's landscape. This book builds on that formula to provide a comprehensive framework for marketers to think about where the digital world is going and how to capitalize on current opportunities. One part narrative and one part textbook, Search and Social is an essential guide for anyone looking to take their marketing programs to the next level. With a mix of interesting anecdotes, insights and how-to steps, Rob shares everything you need to know to master real-time marketing.
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2 of 2 people found the following review helpful By mark twain on December 6, 2012
Format: Paperback
This is a great book if you're in the digital space. It speaks to search & social in a variety of ways - from how they started to what they'll be doing in the future. It's a hefty book (it's over 400 pages), but it's easy to read and it's full of great info. Expect to do lots of highlighting and bookmarking.
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1 of 1 people found the following review helpful By Lee Troxler on October 29, 2013
Format: Paperback Verified Purchase
Social media is becoming a frenzied Michael Crichton swarm, and making sense of it all takes real talent...which Rob Garner appears to have in spades. This book runs both broad and deep...conscientiously covering the entire range of search and social media, while also drilling deep into the emerging trends that are impacting brand marketers right now.

As an example, even before Google came out with their new Hummingbird algorithm that elevates conversation velocity in the rankings indexes, Garner wrote about its impact in Search & Social:

“…there is a new and emerging area where relevance, authority, and velocity can be determined by analyzing all as one signal.

“Social relevance takes both search and social signals into account, as well as other key aspects of real-time marketing, to provide a more relevant result. Social relevancy incorporates some of the traditional methods of search algorithms and applies them to the faster-moving world of real-time marketing and social media. It looks at the velocity and speed of shared digital assets, status updates, and keyword search velocity in order to determine what is going on with the real Internet at the speed of ‘now.’

“Google refers to this analysis as query deserves freshness (QDF). When a particular keyword or link is tracked, it can be promoted quickly to the front page of the results, based on accrued social and SEO factors of trust and authority…”

I know my company will benefit from Garner’s insights, and we’ll want to hear his thinking advance as we all work together to craft a higher coefficient of ‘trust and authority’ in this new media.
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