Most helpful critical review
7 of 10 people found the following review helpful
Sorry, no process here; no practical either
on August 20, 2012
Despite the profession in its subtitle -- Improve Your Social Media Processes and Get Customers to Stay Forever -- I remain puzzled as to the appropriate audience for this book, which makes it difficult to recommend to social media practitioners or marketing folks, whether in small business, corporate or nonprofit settings.
The author assumes readers have a marketing background, which doesn't make the book ideal for beginners. Yet there's also a sense of being in a Marketing 101 course. Many chapters offer historical perspectives on marketing, more than a few dating back to the turn of the last century. At one point, we're treated to an English proverb from 1713. When it works well -- in a chapter on influencers -- the author does an excellent job of choosing research that's relevant to the work of today's social media managers. However, in most chapters these examples are rarely tied together with the social media subject matter and frequently they've been made irrelevant by Internet- and social-era practices.
In a similar vein, there is copious quoting of social media experts. It's nice to hear about real social programs, but they're shared in snippets -- like the short sections on dealing with trolls and keyword research -- with no explanation for implementing them in your own program. While I applaud the attributions, there's little extrapolation: The author doesn't seem to have a thesis of his own. Nor is he able to link the strategic to the tactical aspects of creating business processes around social media practice. The reader constantly asks, "But, how?" when advised of various practices.
What can I say except to gently suggest that there are other books on social media marketing that will provide you with a clearer sense of how to approach both the strategic and the practical.