3 of 4 people found the following review helpful
A Brief History of Social Media, So Far,
This review is from: Citizen Marketers: When People Are the Message (Hardcover)
Citizen Marketers is a great proletarian title, celebrating the ascendance of consumers over providers. Perhaps a more descriptive title would have been, "A Brief History of Social Media, So Far." We learned about the early and mostly accidental pioneers, instant YouTube celebrities, and other oddities. This clearly wasn't a "Social Media for Dummies," telling us what to do. This was a history of what has happened in the infinitesimally short period of time since we gave this thing a name.
The best you can hope for in a book like this is the ability to understand the causal factors of successful programs so you can shorten your learning curve, make fewer mistakes, and see your payout faster. The nugget for me was the birth of end user communities. How to create them successfully, however, is still something of a question. Do you hope that your customers selflessly come together to create a community that you observe but do not influence, somewhat like a Tivo version of Star Trek's Prime Directive? Can you proactively seed such a community without overstepping your bounds? If I wanted to have a vast community of end users creating my compatibility guide for me, would I say, "Guys, I can't do it myself - there are too many options out there - can you help?" and hope I avoided the derision and loss of loyalty that would come from a backlash? I'm not sure I have that answer.
To be clear, I'm not blaming the authors for not knowing the answer here, either. This is a moving target and what works today may be leapfrogged tomorrow. I think a deeper dive into why certain things worked and why others failed might have helped me get more out of this - and maybe these lessons haven't been learned yet! Sounds like a sequel!