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Social Pollination: Escape the Hype of Social Media and Join the Companies Winning At It Paperback – October 20, 2009
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About the Author
More About the Author
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.
Top Customer Reviews
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.Read more ›
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.
Each chapter opens and closes like a lesson plan, establishing clear learning goals for the reader. Social Pollination is chock full of concrete tips and resources to help small organizations, entrepreneurs and bloggers navigate social media. This book does much, much more that teach the reader how to sell more widgets using social media. O'Brien shares in-depth tips and strategies to meet a variety of social media goals.
Social Pollination includes short clips called Buzz Tips- actionable items that the reader can immediately put into effect. O'Brien calls on other social media heavy-weights like Tim Feriss and Seth Godin to contribute short sections, and each gives short vingettes that drive home O'Brien's points. The book is littered (in a good way) with quotes from other familiar social media voices, as well as resources where the reader can research for more information.
O'Brien takes the reader through the entire social media strategy process, starting with explaining why social media is important and how it can be a powerful tool in growing a business or career and taking the reader through goal-setting, choosing appropriate social media tools, platform building, content generation, SEO, public relations, and social media ROI measurement.Read more ›
Most Recent Customer Reviews
Monica writes in an engaging style which pulls you in from the first page. Her expert knowledge in the field is approachable and she makes Social Marketing feel very doable. Read morePublished on July 17, 2010 by MoxieMom
Social Pollination by Monica O'Brien is an easy to read book that can help small businesses effectively utilize social media. Read morePublished on February 15, 2010 by Brian Camen
Monica has a firm handle on how small business can use social media to achieve its goals. She has thoughtfully outlined various goals small businesses might have, which social... Read morePublished on January 18, 2010 by Richard Cecil
I have been following the author's blog for awhile, and it has significantly helped me optimized my campaigns for clients. This book is WAY more than that. Read morePublished on January 15, 2010 by Yu-kai Chou
Monica leverages her background and experience of working in startups and small companies by recommending "step-by-step instructions for creating and executing a social media... Read morePublished on January 10, 2010 by Grace K. Boyle
With social media growing in importance as far as Business development is concerned, it's imperative that people involved in strategic areas of business understand social media... Read morePublished on January 6, 2010 by Tolulope Babalola
While the main audience for Social Pollination certainly is entrepreneurs and small business owners (especially those who tend be less web-savvy), it provides great gems of advice... Read morePublished on December 31, 2009 by Angela Marino
Social Pollination is a no-nonsense primer for the everyday small business owner who sees potential in using social media as part of his or her marketing plan but is unsure how to... Read morePublished on December 31, 2009 by Teresa Basich