Social Pollination: Escape the Hype of Social Media and Join the Companies Winning At It [Paperback]

Monica L. O'Brien (Author), Jay Wigley (Editor)

Book Description

Publication Date: October 20, 2009

About Social Pollination Social pollination is simply brands and organizations populating social media sites with content to let the message spread further than traditional marketing techniques would allow. In the past, company websites were a place for people to learn about brands; now, people turn to social media sites for this information. In response, companies are creating content that can be shared easily across social platforms. Social pollination is about embracing the power of communities and using it to your advantage. What you will learn in Social Pollination • The 7 business goals social media is best suited for • How to create a social media strategy that makes sense for your business goals • Which specific platforms YOU should build a presence on • The 12 social media success factors and how to optimize them to go viral on any social network • How to create content that people want to share • How publicity and advertising can improve your results • Advanced techniques to measure your social media campaigns • How to build a social media team and optimize your time with social media Praise for the Author "Monica knows which social media tools work in every situation." Penelope Trunk, Founder of Brazen Careerist and author of Brazen Careerist: The New Rules for Success "Best-in-class superstar!" Dan Schawbel, author of Me 2.0

Product Details

• Paperback: 236 pages
• Publisher: Spaulding House Publishing; 1ST edition (October 20, 2009)
• Language: English
• ISBN-10: 0984234802
• ISBN-13: 978-0984234806
• Product Dimensions: 8.5 x 0.5 x 5.5 inches
• Shipping Weight: 12 ounces (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (13 customer reviews)
• Amazon Best Sellers Rank: #2,449,458 in Books (See Top 100 in Books)

More About the Author

Monica O'Brien is a marketing consultant specializing in results-driven marketing strategy at the juncture of new media and traditional marketing. She spent years doing marketing and PR for startups and small businesses before launching Juncture Marketing consultancy. Now, she teaches solopreneurs, startups, and small businesses how to establish an online presence using new media.

Monica is a Chicago Business Fellow at the University of Chicago. In 2009, she graduated from the Chicago Booth School of Business MBA program with concentrations in marketing, strategy, and entrepreneurship. Monica also holds a Bachelor's degree in Computer Science, with a minor in Physics, from Truman State University.

Monica lives in Chicago, Illinois with her husband and her Westie dog.

Most Helpful Customer Reviews

3 of 3 people found the following review helpful

5.0 out of 5 stars An invaluable reference book for small businesses December 31, 2009

By Patrick C. Ambron

Format:Paperback

If you own a small business (or large one, for that matter) you've heard the buzz about social media. You've been told and told again you NEED to get on it, but you have no idea where to start. Monica Obrien's social pollination is where every business should start. It should be on the desk of every business owner looking to dive into social media, or thinking about hiring someone to do it for them. The book comes armed with relevant case studies, insight from leading experts, and most importantly, step by step guides for beginners (and experts). After reading the book, the reader will answer four important questions:

1) What is social media and how can it be leveraged as a business tool?
2) Is social media right for me? What business objectives can it help MY business achieve?
3) What are the specifics tactics and steps I need to take to accomplish those objectives in a cost-effective, timely manner?
4) How can I track and measure my progress and ROI.

There are many social media books that do a phenomenal job explaining how social media is changing the business world. However most of them stop there, and the reader is left thinking "ok, well, now what?" Monica picks up where those books leave off, by providing actionable tactics and tips business owners can implement immediately after reading.

The book does not tout social media as a cure all solution, like many experts and books seem to do. Instead she encourages readers to think of social media as a business TOOL. The author helps the reader understand the types of goals and objectives they might hope to accomplish, before deciding if social media is worth it for them.

From there, she provides a thorough overview of best practices and specific strategies. It a comprehensive guide book that a marketing team can use to get started right away. At the very least, it can be used to combat any outside social media hires who are charging without adding any real value.

All in all, this is a must read for business owners, marketing professionals, or students looking to understand the next monumental shift in marketing/advertising.

2 of 2 people found the following review helpful

5.0 out of 5 stars I'd trust Monica with my online community marketing any day! January 7, 2010

By Alexandra Levit

Format:Paperback

Everyone is trying to jump on the social media marketing bandwagon, but there are very few people who have shown - time and again - that they know how to do it right. Monica O'Brien is one of those people. She has always intuitively understood how to create buzz and enthusiasm for a message by strategically leveraging online communities, and in Social Pollination she generously shares her secrets of success. Most importantly, Social Pollination encourages social media-happy organizations to put a method to the madness, for engagement must map to business goals and results must be measurable in order to gain long-term traction. I highly recommend Social Pollination - and Monica - to anyone who's looking for a little extra guidance in navigating this confusing and exciting terrain.

2 of 2 people found the following review helpful

5.0 out of 5 stars Easy to understand, adds something new January 6, 2010

By M. Cilona

Format:Paperback

This book uses basic language to break down a fairly complex idea: effectively scaling your business communications using social media.

The book outlines not just what it means to `scale' business relationships and brand trust, but talks specifically about the forms this takes - a link, a comment or a casual online conversation. As straightforward as this methodology may sound, `scale' is increasingly one of those words that everyone thinks they understand, but few can actually action. Social Pollination successfully bares a set of guidelines that teach a business or brand to apply scale in the world of social media.

I was once told that a social network is like a dinner table. As a brand you can't just go and sit at someone else's table and begin selling. You have to establish relevance. Engage. Find your friends. Find the people who want to talk to you and talk about you to others. Author Monica O'Brien seems to grasp this concept with her emphasis on learning the ettiquette for each medium and taking the time to listen to conversations that are happening within communities.

Social Pollination clearly breaks down different social media channels and the benefits of each, the principles of social media and the best way to design your approach based on this list.

O'Brien sets out a standard set of business goals but concedes that the priority of each will change from company to company. She then tailors a social media strategy to suit these ends. Note that the book assumes that if your business goals do not match those mapped out in its pages, then social media is not for you. It will be interesting to watch and see whether this rings true or if gaps emerge in which case I smell a follow up book!

All in all an important read for brands laboring under the misapprehension that social media and its users are easily understood, docile or even unnecessary.