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From the Author
Writing a book about a constantly changing medium was a monumental challenge. I didn't want to write something that would be dated before it came off the press. To ensure the book would retain significant value for years to come, I "zoomed out" to a very strategic level.
Part I discusses the emergence of the social web and strives to explain its significance to professionals who are pretty skeptical, looking at social media with great trepidation as an interference with their work. I also tackle policy right up front. We have to get beyond some deep concerns before social media can be used appropriately in an organization.
Part II delves into purpose. The processes in Part II apply to the entire function of marketing. I provide methods of planning, defining objectives, and clarifying appropriate accountability. These techniques are truly timeless and at the heart of all successful marketing endeavors. Then come specific tactical ideas, covering both online and offline initiatives, and teaching the reader how to maximize efforts by leveraging every initiative to its greatest extent. There are nearly two dozen case studies as well.
Part III walks you through how to set up and use the four most important tools for professionals. My approach was not "click here, click there" (that would have dated the book...my worst fear) but rather focuses on the decisions that you will need to make as you embark on using the tools. My goal was to give you reasons for choosing one option over another, or one tool over another, while easing you into using the tool most effectively.
Part IV is about thirty pages of tips and techniques for online conversation and content. Everything from etiquette and tone to building a following, dealing with crises, and retiring your accounts.
I hope you'll find this book a handy reference for many years to come! And would love to hear your feedback any time.
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