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Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever [Kindle Edition]

Ric Dragon
4.7 out of 5 stars  See all reviews (25 customer reviews)

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Book Description

Manage all your social media marketing efforts with repeatable, improvable processes

Winner of a 2013 Small Business Book Award for Social Media

“In studying social media we must also embrace social sciences. Sociology, psychology, neuroscience, statistical analysis, ethnography, as well as marketing are at the source of Social Marketology, and Dragon explains how and why it matters to business.”
—Brian Solis, author of Then End of Business as Usual

“There is no longer any doubt that social media is one of the key digital trends that are reshaping today’s industries, brands, and customer networks. Ric Dragon’s immensely practical guide will help you get the most out of your own social media investment by identifying the processes and best practices that build real and valuable business relationships. Read it, and use it, today!”
—David Rogers, bestselling author of The Network is Your Customer

“If you think Facebook, Twitter, and the like are simply trends or fads, you’re missing the bigger picture. Consumers are more connected than ever before, and they are highly untethered (thanks to smartphones and tablets). Now that we’re past the whole ‘Do I really need social media for my business?’ Ric is here with Social Marketology, a smart look at how to get social media organized for your business.”
—Mitch Joel, President of Twist Image and author, blogger, and podcaster at Six Pixels of Separation

About the Book:

Covering subjects ranging from the best-tasting breakfast cereal to the latest developments in cancer treatment, personal interactions are occurring with increased frequency on social media. And if you want to connect with customers, you have no choice but to join their conversations. This much has been established by the mountains of social media marketing literature produced in recent years.

What has not been established are the best practices for creating the most ideal social media strategy for your particular needs—and that’s where this book comes in.

In Social Marketology, cofounder Ric Dragon of the renowned search engine marketing firm DragonSearch, takes social media marketing to the next step—showing how to choose the best tools for your needs and develop a strategy tailored to your goals.

Drawing from such process methodologies as LEAN and the Capability Maturity Model, Dragon helps you develop a social media process that is quantifiable, repeatable—and improvable. His process is based on these basic steps:

  • Focus on desirable outcomes: Vision, Goals, Objectives, and Metrics
  • Pinpoint the very smallest segments of your customers
  • Determine the communities to which these microsegments belong
  • Identify the influencers of those communities
  • Create an action plan for your project
  • Measure and constantly improve your efforts

The beauty of Dragon’s method is its core flexibility. New social media platforms are guaranteed to pop up in the near future. Any strategy based on the methods in this book can be adapted to take full advantage of them.

The age of blind trial and error for social media marketers is over. Social Marketology provides the means to implement an effective campaign that is testable, controllable, and fully integrated within broader campaigns and goals.

Editorial Reviews

About the Author

Ric Dragon has more than 16 years of experience in online marketing and software development. He is cofounder of the software and web development company Oxclove Workshop, where he was instrumental in business process analysis, information architecture, and process improvement. Dragon is the cofounder and CEO of DragonSearch, where he has led social media strategy for Steuben, the Grammy Foundation, Raritan, and other organizations.

Product Details

  • File Size: 2458 KB
  • Print Length: 224 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: McGraw-Hill; 1 edition (June 15, 2012)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ISBN-10: 0071790500
  • ISBN-13: 978-0071790505
  • ASIN: B0088NGVKY
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #98,446 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
19 of 19 people found the following review helpful
5.0 out of 5 stars A great book for inclusion in a college course October 6, 2013
Reading Social marketology: Improve your social media processes and get customers to stay forever was a lot of fun. An informative as well as entertaining glimpse into the rapidly evolving world of social media is presented using compelling examples of how consumers react to current and historical media campaigns. This book is appropriate for inclusion in a college course because the day to day activities of real social media marketers are explicated along with the kinds of dilemmas and opportunities they face. By making the point that companies need to engage all of the social media channels that they are aware of...before their competitors, author Rick Dragon creates tension that may compel students to mine the wisdom in this book as quickly as possible. The idea of passion points described in chapter four really resonated with me. Marketers within companies that have adopted hopeful, uplifting passion points have a basis for communications that people want to be a part of. Chapter eleven humorously covered a topic that is vitally essential - catastrophic damage control efforts to suppress instead of apologize (or explain) organizational blunders. Ric Dragon consistently and persuasively imparts his enthusiasm for tailoring social media to the specific needs of organizational customers/patrons/participants in this well organized, succinct book.
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6 of 6 people found the following review helpful
5.0 out of 5 stars Slow down and create the process! June 11, 2012
By Vokar
This new social media book is exactly Dragon shuns the typical "15 steps to great social media" or "10 Tips To Better Twitter" format to provide companies with a framework with which they can create a strong social media program. Focused much more on process than tactics, Social Marketology is part philosophy, part history lesson, part graduate degree instruction for companies that really want to take social media seriously as THE medium for connecting with customers. It's a great, fun read that provides a lot of valuable information as companies wade through the world of social media. Get it!
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5 of 5 people found the following review helpful
5.0 out of 5 stars Embracing Social Strategies June 20, 2012
Format:Kindle Edition
In the era of social branding, companies are scrambling to learn how to navigate this new media environment. A brand's entire reputation can be made or broken overnight as a result of an errant tweet gone viral. By skillfully navigating key social concepts and illustrating how they apply to the connected world, Ric Dragon compels businesses to ask tough questions about their branding strategies. People need to feel comfortable inviting a brand into their homes. To even get their foot in the door, Dragon argues, brands need to embody vision, values, and passion. Finally, brands have a comprehensive and easy-to-follow road map for success.
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3 of 3 people found the following review helpful
5.0 out of 5 stars For Marketers, the World has Changed... September 5, 2012
Early in his book "Social Marketology," author Ric Dragon writes about how the world has changed for marketers, and that "marketing in the social media is fundamentally different from conventional marketing."

Fortunately for us, Dragon's knowledge is built on a solid understanding of how marketing worked long before social media arrived. It is Dragon's understanding of traditional media that allows him to explain so clearly the shift that has occurred and the direction we're headed.

Social Marketology is about concepts, goals and objectives of social marketing -- it's not a book for those looking for specific instructions on how to use the latest version of Facebook, Twitter or Pinterest.

Dragon writes about social media's "little unexpected payoffs" that help foster a sense of well-being in the minds of its participants. Understanding the elements of social media that make it so "viral, engaging and popular" is critical in attaining desired outcomes.

He explains the importance of looking for patterns and creating processes and the critical role of reciprocity in social media. He goes on to explain the different roles and responsibilities of a social media team, and the two most essential characteristics for team members.

Social Marketoloy will help readers understand how they can develop a social media strategy and the basic steps required to implement that strategy.

Dragon spends considerable time addressing the need for systems in social media -- from establishing goals and objectives (and he differentiates the two) to creating policies, budgeting time, and monitoring activities.
Read more ›
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2 of 2 people found the following review helpful
5.0 out of 5 stars More Human Behavior, Less Technology July 28, 2012
I appreciated the fact that Ric doesn't provide a litany of social media tactics, but describes a framework from which any business can customize unique and personalized social media marketing strategies. Less about technology and more about understanding human behavior, his lessons and approach are thought-provoking for those who wish to take customer engagement in the realm of social media seriously. I recommend this book for process-oriented marketing pros.
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2 of 2 people found the following review helpful
Format:Kindle Edition|Verified Purchase
If you are looking for a well written, easy to read, and highly informative book on harnessing the power of social media, this is it. Social Marketology by Ric Dragon delivers the goods in an extremely manageable way. Ric's style of writing leads to an enjoyable reading experience, while still holding the power to motivate and educate. With insights that have undoubtedly been learned from his successes with DragonSearch (his business revolving around online marketing strategy), Ric shares with his readers detailed information ranging from managing a social media team, developing an action plan, and how to measure your results with effective metrics.

On a side note: I had the pleasure of meeting Ric after he discussed some of his strategies and insights in a class I was enrolled in. In person, his easy-going personality, and conversational method of educating, translates directly into his style of writing. Personable and engaged, Ric will delight, if you get the chance to meet him. Even if you don't get this chance, after reading his book, you will feel as if you just completed a one-on-one tutoring session with him, leaving more confident and informed about the ever so quickly changing landscape of social media.
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Most Recent Customer Reviews
5.0 out of 5 stars Hits on all cylinders for an MBA-level course in social media...
Ric Dragon’s Social Marketology hits on all cylinders for an MBA-level course in social media marketing. Read more
Published 4 months ago by Jim Barry
4.0 out of 5 stars Great Book!!
Great Book! Many helpful tips inside!
Published 9 months ago by Hopster20
5.0 out of 5 stars Super concrete and interesting book
this book is a step-by-step process to marketing intiatives on social media. It is very well explained and described, a really good book overall!
Published 12 months ago by Gabrielle M
5.0 out of 5 stars Great book for those going social and marketers!
Social Marketology is surely a book you do not want to miss, specially if when you use social media for business purposes. Read more
Published 15 months ago by Oscar Castro
5.0 out of 5 stars Best book thats easily understandable
This book is easily accessible and has clear cut examples for each given situations. If you are someone who is looking to understand and implement social media into your business... Read more
Published 16 months ago by Shaik Kamil
5.0 out of 5 stars Social Media Marketology- Awesome Read
  Social Marketology by Ric Dragon is an interesting book in my opinion. The book was not written to show how the world is changing because of social media but to show the reader... Read more
Published 16 months ago by Jerry Bedoya
5.0 out of 5 stars Great reference book for any serious digital marketer.
Ric Dragon's book has solved many unanswered questions that we are all grappling with regarding social media marketing. Read more
Published 19 months ago by Samuel Web
5.0 out of 5 stars Helpful perspective for a newbie
I am a college professor in Communication Studies who has had an excellent run with Twitter and blogging. Read more
Published 21 months ago by Ellen Bremen
5.0 out of 5 stars A Must Read For Anyone In Social Media
I've been in the social media marketing field for a few years now. I don't claim to know everything, but I do have a good sense of the job and what is expected. Read more
Published on March 29, 2013 by Seth Goldstein
4.0 out of 5 stars A very good review of social media marketing
The author covers many topics regarding marketing and the application of social media. The content was well organized and presented. There are some golden nuggets in the book. Read more
Published on March 1, 2013 by Jeffrey White
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More About the Author

Ric Dragon is the co-founder and CEO of DragonSearch, an online marketing agency which has provided service to a wide range of national brands such as MusicCares, Loehmanns, Steuben, Raritan, Rifton, X-Rite, and more. During his career that has spanned over 15 years in digital media, Ric has had a focus on user experience and process improvement methodologies in application and web development.

Ric is currently a columnist for MarketingLand and Social Media Monthly, and a frequent speaker at search and social conferences like BlogWorld, SMX East, Brands Conf, Gravity Summit, and others. Ric is a frequent presenter for Google's Get American Business Online When not speaking or writing, Ric can often be found behind a drum set in a jazz lounge, or in his studio painting.


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