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Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever Hardcover – May 25, 2012


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Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever + The Social Media Marketing Book + Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)
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Product Details

  • Hardcover: 224 pages
  • Publisher: McGraw-Hill; 1 edition (May 25, 2012)
  • Language: English
  • ISBN-10: 0071790497
  • ISBN-13: 978-0071790499
  • Product Dimensions: 9.1 x 6.2 x 1.1 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #529,629 in Books (See Top 100 in Books)

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.


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.

Customer Reviews

4.7 out of 5 stars
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See all 24 customer reviews
It is very well explained and described, a really good book overall!
Gabrielle M
I would recommend this book to anyone I know who is in or wants to get into social media marketing.
Seth Goldstein
When reading this book, I felt that Ric was actually talking with me thoughout the book.
Jerry Bedoya

Most Helpful Customer Reviews

19 of 19 people found the following review helpful By Adrienne Wheeler, Ed.D. on October 6, 2013
Format: Hardcover
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 By Vokar on June 11, 2012
Format: Hardcover
This new social media book is exactly that...new. 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 By Cheryl Burgess,Co-Author-The Social Employee (McGraw-Hill 2013) on 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 By Chris S. Cornell on September 5, 2012
Format: Hardcover
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.
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2 of 2 people found the following review helpful By adrien hobbs on December 16, 2013
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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