Secrets of Social Media Marketing: How to Use Online Conversations and Customer Communities to Turbo-Charge Your Business! (Paperback)

~ (Author)
Key Phrases: customer conversations, visible path, social web, Paul Gillin, Second Life, The Consumerist (more...)

Editorial Reviews

Review

"Paul puts social media into plain old ordinary terms. As a consultant serving the real estate and construction industries, I highly recommend this book. It's easy to read and offers a mountain of useful information."  —John P. Kreiss, president and CEO, MorganSullivan, Inc.

"You need to begin deploying social media marketing. This is the book that will put you on the right track. There may be a better book on social media marketing. But if there is, I haven't found it."  —Newt Barrett, ContentMarketingToday.com

"Do read [this book] in the hope that you will gain an understanding of your condition, and that you may find the courage to join a local support group in your area."  —dhdeans.blogspot.com

Product Description

Secrets of Social Media Marketing is a handbook for marketers and business owners to use in deciding how to employ the new social media for online marketing. Social media has quickly moved from the periphery of marketing into the forefront, but this is a new and quickly-evolving field and there are few established formulas for success. Building on the lessons set out in Gillin’s acclaimed and oft-reviewed The New Influencers: A Marketer’s Guide to the New Social Media, this book provides practical advice on strategy, tools, and tactics. It is a hands-on manual that will educate marketers on how to extend their brands, generate leads, and engage customer communities using online tools.

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Product Details Paperback: 256 pages Publisher: Linden Publishing (November 1, 2008) Language: English ISBN-10: 1884956858 ISBN-13: 978-1884956850 Product Dimensions: 9 x 5.9 x 0.7 inches Shipping Weight: 1 pounds (View shipping rates and policies) Average Customer Review: 4.6 out of 5 stars  See all reviews (23 customer reviews) Amazon.com Sales Rank: #39,082 in Books (See Bestsellers in Books) Popular in these categories: (What's this?) #10 in  Books > Business & Investing > Marketing & Sales > Marketing > Multilevel #14 in  Books > Business & Investing > Reference > Shopping & Commerce #42 in  Books > Business & Investing > Industries & Professions > Retailing

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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!

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Inside This Book (learn more)

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
customer conversations, visible path, social web, niche innovators, search engine marketing, text above may, social media campaigns, new influencers, social news sites, social media marketing, search engine performance, branded communities, social bookmarking sites, inbound links, visitor paths

Key Phrases - Capitalized Phrases (CAPs): (learn more)
Paul Gillin, Second Life, The Consumerist, Corporate Soapboxes, Forrester Research, Promote Thyself, The New Influencers, Making Choices, New York, Telling Stories, Making the Case, Super Bowl, Future Shop, General Motors, Business Week, The Guild, The Social Network Gorillas, Dell Computer, The Wall Street Journal, Basics of Social Media Content, San Francisco, Picking Your Spots, Will It Blend, Word of Mouth Marketing, Measuring Results

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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!

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What Do Customers Ultimately Buy After Viewing This Item?

	50% buy the item featured on this page: Secrets of Social Media Marketing: How to Use Online Conversations and Customer Communities to Turbo-Charge Your Business! 4.6 out of 5 stars (23) $10.85
	17% buy Social Media Marketing: An Hour a Day 4.6 out of 5 stars (30) $19.79
	17% buy The Social Media Bible: Tactics, Tools, and Strategies for Business Success 4.7 out of 5 stars (10) $19.77
	9% buy The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (New Rules of Marketing & PR: How to Use Social Media, Blogs,) 4.6 out of 5 stars (178) $11.53

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Customer Reviews

23 Reviews 5 star:  (14) 4 star:  (8) 3 star:  (1) 2 star:    (0) 1 star:    (0)           Average Customer Review 4.6 out of 5 stars (23 customer reviews)		Share your thoughts with other customers:
Most Helpful Customer Reviews 10 of 11 people found the following review helpful: 5.0 out of 5 stars Social media marketing: Why practice it? How does it work? And what options are available?, November 5, 2008 By  Jeff Lippincott "www.Jlippin.com" (Princeton, NJ USA) - See all my reviews (TOP 500 REVIEWER)    (REAL NAME)       I liked this book very much. I read the author's first book on this subject back in July, 2007. And now he has a second great book out on the subject. It includes the following 16 chapters: 1. Making the case 2. Making choices 3. Ear to the ground 4. Courting online influencers 5. Corporate soapboxes 6. Customer conversations 7. The social network gorillas 8. Niche innovations 9. Learning from conversations 10. Basics of social media content 11. Picking your spot 12. Telling stories with words and images 13. Engagement through interaction 14. Promote thyself 15. Measuring results 16. Celebrating change The book was very easy to read. It is full of great content. And it is very well researched. I found each of the chapters to be packed full of cites to Web sites that are critical players in the social media marketing realm of things. And I've read quite a few books on this subject. I can tell you this book is not simple fluff or something merely written in order to capitalize on the current popularity of the subject matter. There are real world examples cited throughout the text. And I found them to be very good additions to the points being made in the main body of the book's content. So the numerous cites to Web sites and the inclusion of real world examples makes this book a goldmine of information for anyone hungry to learn about social media marketing. I had one problem with the book - its organization. When I completed it and sat down to write this review I said to myself: "There are 16 chapters in this book. How can they be broken down into three or four "parts?" I had hoped it would be easy for me to eyeball the parts. Unfortunately, it wasn't that simple. Below is how I think the book probably should have been organized to be a little more easily digestible. 5 stars! [I] WHY PRACTICE SOCIAL MEDIA MARKETING? 1. Making the case 14. Promote thyself 8. Niche innovations [II] HOW DOES SOCIAL MEDIA MARKETING WORK? 10. Basics of social media content 12. Telling stories with words and images 5. Corporate soapboxes 4. Courting online influencers 6. Customer conversations 13. Engagement through interaction 3. Ear to the ground 9. Learning from conversations 16. Celebrating change 15. Measuring results [III] SOCIAL MEDIA MARKETING OPTIONS 2. Making choices 11. Picking your spot 7. The social network gorillas 3 of 3 people found the following review helpful: 4.0 out of 5 stars Social Media Primer, December 11, 2008 By  W. Shiels (Milwaukee, WI) - See all my reviews (REAL NAME)    From my perspective, this book is an excellent read for beginners or those looking to bring social media concepts into the organization. For those who have been playing in this space for a while, it's a good refresher and some of the content will be considered review. This is a book that I'll be sharing with staff members who are interested in getting into the social media game and need the foundational concepts that are outlined in Paul's book. Secrets of Social Media Marketing will find a place on my bookshelf as a a reference manual for future use. For those looking to dive into the social media space, pair this book with Groundswell and you've got the information you need to build the foundations of a successful social media program within your organization. 3 of 3 people found the following review helpful: 5.0 out of 5 stars The perfect primer for social media marketing, November 26, 2008 By  Brad Shorr "Word Sell, Inc." (Geneva, IL USA) - See all my reviews (TOP 1000 REVIEWER)    (REAL NAME)    This is a comprehensive overview of social media marketing, with enough detail to make it useful for marketing practitioners, yet not having so much detail as to confuse or overwhelm. It's an excellent starting point for small business owners and leaders, corporate executives, traditional media marketers and advertisers, SEO and SEM service providers, and public relations specialists. Using case studies, bios of power users, and drawing on his own experience as a tech sector journalist, Gillin makes a strong case for why - and how - social media works. He explains social networking etiquette, which tools to use and for what purpose, how to develop online relationships that support corporate objectives, how to effectively write, promote, and engage on the social Web, and significantly, how to measure results of social media activity. I found his detailed advice on podcasting, video, and image (photo) creation especially helpful, since there's comparatively little written on these topics. If you are trying to figure out what all the fuss is about blogs, LinkedIn, Facebook and Twitter, this book is for you. If you're ready to launch your own social media program, this book will tell you how. Gillin gets into the nitty gritty, explaining such things as how bookmarking sites work, how to use YouTube for business, how to promote your blog, why blogs improve search engine visibility, and why talking to customers increases customer loyalty, attracts business, and accelerates new product/service development. Like all books on social media, it's best to read this one now. A year from now, a good bit of the information is likely to be out of date, as Gillin himself points out. In his closing chapter, Gillin points out that the social Web is not just for marketers. Employees at every level in a business will be directly engaging customers online - it's already happening. And already, customers are talking about companies on Twitter, Facebook, and the like, whether companies participate in the conversations or not. Gillin's conclusion - social media is not a fad, it's a permanent sea change in how business communication takes place. Nobody in management can afford to be in the dark about these developments, which is why I think "Secrets" is a genuinely important book.		Ad feedback   Most Recent Customer Reviews 4.0 out of 5 stars A good strategy book Gillin shows that community creation, social networking needs to be a strategic part of product marketing. Read more Published 1 month ago by Medhavi Bhatia 4.0 out of 5 stars Good theoretical intro to the subject. This is NOT a How To book. It discusses the background of Social Media Marketing. The trends in the area, how it can be used (discussed at a non-How To Do It level), the... Read more Published 4 months ago by Dr. Lance D. Chambers 4.0 out of 5 stars Great high-level overview This is a great high-level overview of social media for beginners. It takes you step-by-step and reasons you through the process of implementing a social marketing campaign from... Read more Published 5 months ago by Sarah Mitchell 5.0 out of 5 stars A thought leader for our times As a graduate school digital media and communication professor at the University of Washington, I've made this book, and Gillin's previous "The New Influencers" required reading... Read more Published 6 months ago by H. Hosein 5.0 out of 5 stars Excellent book with a lot of "handles" for your marketing outreach! Paul Gillin gives some excellent information in this book that will no doubt make your nonprofit social media outreach the most effective it can be . Read more Published 6 months ago by Chris Forbes 5.0 out of 5 stars You need a highlighter with flags for this book--to read and re-read it! I've resisted many of the tools of social media because they appear to be a huge time zapper. Yet repeatedly as I've experimented with the tools, I've found huge benefits and... Read more Published 6 months ago by W. Terry Whalin 5.0 out of 5 stars Well researched, well written concise analysis of this space Paul wrote The New Influencers. This new book is a well researched and well written continuation of how he sees the marketing world still evolving. Read more Published 6 months ago by Reg Nordman 4.0 out of 5 stars Really Very Good So Far... I have not finished this book yet, but am really enjoying it. Paul Gillin writes in a very easy-to-read style, yet packs a lot of actionable information. Read more Published 7 months ago by Ryan Clifford 5.0 out of 5 stars Simplified, humorous and CURRENT social media manifesto Too often, those of us on technology marketing teams fall into the trap of spending far too much time focusing on our own social media tools, technologies and strategies - and not... Read more Published 7 months ago by Kristin Keene 5.0 out of 5 stars A Necessary Read Before Designing a Social Media Marketing Campaign I purchased this book to accompany a marketing class on social media marketing. As previous reviews have noted, this book provides marketers with an excellent overview of social... Read more Published 7 months ago by Jamie Rauscher Search Customer Reviews Only search this product's reviews

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Product Details

• Paperback: 256 pages
• Publisher: Linden Publishing (November 1, 2008)
• Language: English
• ISBN-10: 1884956858
• ISBN-13: 978-1884956850
• Product Dimensions: 9 x 5.9 x 0.7 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (23 customer reviews)
• Amazon.com Sales Rank: #39,082 in Books (See Bestsellers in Books)

  Popular in these categories: (What's this?)

  #10 in	Books > Business & Investing > Marketing & Sales > Marketing > Multilevel
  #14 in	Books > Business & Investing > Reference > Shopping & Commerce
  #42 in	Books > Business & Investing > Industries & Professions > Retailing

Customer Reviews

Most Helpful Customer Reviews

10 of 11 people found the following review helpful:

5.0 out of 5 stars Social media marketing: Why practice it? How does it work? And what options are available?, November 5, 2008

By	Jeff Lippincott "www.Jlippin.com" (Princeton, NJ USA) - See all my reviews (TOP 500 REVIEWER)    (REAL NAME)

I liked this book very much. I read the author's first book on this subject back in July, 2007. And now he has a second great book out on the subject. It includes the following 16 chapters:

1. Making the case
2. Making choices
3. Ear to the ground
4. Courting online influencers
5. Corporate soapboxes
6. Customer conversations
7. The social network gorillas
8. Niche innovations
9. Learning from conversations
10. Basics of social media content
11. Picking your spot
12. Telling stories with words and images
13. Engagement through interaction
14. Promote thyself
15. Measuring results
16. Celebrating change

The book was very easy to read. It is full of great content. And it is very well researched. I found each of the chapters to be packed full of cites to Web sites that are critical players in the social media marketing realm of things. And I've read quite a few books on this subject. I can tell you this book is not simple fluff or something merely written in order to capitalize on the current popularity of the subject matter.

There are real world examples cited throughout the text. And I found them to be very good additions to the points being made in the main body of the book's content. So the numerous cites to Web sites and the inclusion of real world examples makes this book a goldmine of information for anyone hungry to learn about social media marketing. I had one problem with the book - its organization. When I completed it and sat down to write this review I said to myself: "There are 16 chapters in this book. How can they be broken down into three or four "parts?" I had hoped it would be easy for me to eyeball the parts. Unfortunately, it wasn't that simple. Below is how I think the book probably should have been organized to be a little more easily digestible. 5 stars!

[I] WHY PRACTICE SOCIAL MEDIA MARKETING?
1. Making the case
14. Promote thyself
8. Niche innovations
[II] HOW DOES SOCIAL MEDIA MARKETING WORK?
10. Basics of social media content
12. Telling stories with words and images
5. Corporate soapboxes
4. Courting online influencers
6. Customer conversations
13. Engagement through interaction
3. Ear to the ground
9. Learning from conversations
16. Celebrating change
15. Measuring results
[III] SOCIAL MEDIA MARKETING OPTIONS
2. Making choices
11. Picking your spot
7. The social network gorillas

3 of 3 people found the following review helpful:

4.0 out of 5 stars Social Media Primer, December 11, 2008

By	W. Shiels (Milwaukee, WI) - See all my reviews (REAL NAME)

From my perspective, this book is an excellent read for beginners or those looking to bring social media concepts into the organization. For those who have been playing in this space for a while, it's a good refresher and some of the content will be considered review.

This is a book that I'll be sharing with staff members who are interested in getting into the social media game and need the foundational concepts that are outlined in Paul's book. Secrets of Social Media Marketing will find a place on my bookshelf as a a reference manual for future use.

For those looking to dive into the social media space, pair this book with Groundswell and you've got the information you need to build the foundations of a successful social media program within your organization.

3 of 3 people found the following review helpful:

5.0 out of 5 stars The perfect primer for social media marketing, November 26, 2008

By	Brad Shorr "Word Sell, Inc." (Geneva, IL USA) - See all my reviews (TOP 1000 REVIEWER)    (REAL NAME)

This is a comprehensive overview of social media marketing, with enough detail to make it useful for marketing practitioners, yet not having so much detail as to confuse or overwhelm. It's an excellent starting point for small business owners and leaders, corporate executives, traditional media marketers and advertisers, SEO and SEM service providers, and public relations specialists.

Using case studies, bios of power users, and drawing on his own experience as a tech sector journalist, Gillin makes a strong case for why - and how - social media works. He explains social networking etiquette, which tools to use and for what purpose, how to develop online relationships that support corporate objectives, how to effectively write, promote, and engage on the social Web, and significantly, how to measure results of social media activity. I found his detailed advice on podcasting, video, and image (photo) creation especially helpful, since there's comparatively little written on these topics.

If you are trying to figure out what all the fuss is about blogs, LinkedIn, Facebook and Twitter, this book is for you. If you're ready to launch your own social media program, this book will tell you how. Gillin gets into the nitty gritty, explaining such things as how bookmarking sites work, how to use YouTube for business, how to promote your blog, why blogs improve search engine visibility, and why talking to customers increases customer loyalty, attracts business, and accelerates new product/service development.

Like all books on social media, it's best to read this one now. A year from now, a good bit of the information is likely to be out of date, as Gillin himself points out.

In his closing chapter, Gillin points out that the social Web is not just for marketers. Employees at every level in a business will be directly engaging customers online - it's already happening. And already, customers are talking about companies on Twitter, Facebook, and the like, whether companies participate in the conversations or not. Gillin's conclusion - social media is not a fad, it's a permanent sea change in how business communication takes place. Nobody in management can afford to be in the dark about these developments, which is why I think "Secrets" is a genuinely important book.