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No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing Hardcover – September 11, 2011
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--Scott Stratten, international bestselling author of UnMarketing: Stop Marketing. Start Engaging
“Jason and Erik don’t screw around with wishy-washy theories or starry-eyed notions. If you’re looking for sound advice on how to use social media to grow your business (and who isn’t?), this book is your guide.”
--David Meerman Scott, bestselling author of Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now
"I've been famously quoted as saying, '99.5% of social media experts are clowns,' but watching Jason over the course of the last five years makes me feel pretty confident that he's in the other .5%."
--Gary Vaynerchuk, cofounder, VaynerMedia; author of The Thank You Economy
"Jason and Erik are the real deal. They blend heartfelt sincerity with technical know-how and experience. This book gives you a lot to chew on, and if you let it, gives you a serious step up on your competition."
--Chris Brogan, coauthor of Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust
“Finally, a book that hits the topic of social media in a way that makes it real, practical, and important.”
--John Jantsch, author of Duct Tape Marketing and the Referral Engine
"Social media marketing can drive real business results and No Bullshit Social Media delivers straight-talking guidance to help brands succeed."
--Peter Kim, chief strategy officer, Dachis Group
“Forget everything you thought you already knew about social media marketing. Chuck it. Start over. Then, turn to page 1 of Falls and Deckers’s No Bullshit Social Media guide and learn from the masters.”
--Todd Defren, principal, SHIFT Communications; blogger, PR-Squared
“Deckers and Falls crystallize the relevant aspects of social media marketing in an exciting and informal way. Not just for marketing types, No Bullshit Social Media is a must-read for anyone who has a passion to grow their business by learning how to listen and dialog with their customers.”
--Scott Applebee, vice president marketing, Travelpro International, Inc.
"Finally! A no-nonsense marketing book from guys deep within the social media trenches. This book is a must-read for any business that's struggling with social media marketing."
--Michael A. Stelzner, CEO, SocialMediaExaminer.com; author of Launch: How to Quickly Propel Your Business Beyond the Competition
“I punched the wall with enthusiasm after reading this book! No joke. This is the best bare-knuckled approach to social media marketing I have ever read. Erik and Jason tell it to you straight. Every CEO, entrepreneur, and business professional should read this book and spit out the BS!”
--Kyle Lacy, author of Branding Yourself and Twitter Marketing for Dummies
“Pop! Finally a book that bursts the hype balloon around social media and delivers a real recipe for how to use it to actually build your business. Falls and Deckers call out the fools and phonies and pull no punches while doing so. This book delivers clear-headed, no-nonsense, proven advice that you'll gobble up like candy--especially if you're a doubter about the whole social media craze.”
--Jay Baer, coauthor of The Now Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social
“Jason Falls and Erik Deckers waste no words getting right to what works and what doesn't. You couldn't find two more qualified people to deliver the clear story on how social media can grow your business--using the speed and reach of the Internet to make real relationships. Buy this book now!”
--Liz Strauss, brand strategist, community builder, founder of SOBCon
"Ripping off a Band-Aid never feels good, but that is exactly what Falls and Deckers do as they cut right to the point and tell you exactly how your company needs to approach social media if it wants to be successful. No kissing your boo-boo in this book!"
--C.C. Chapman, coauthor of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
“Stop. Put this book down! Step away from the book. Honestly, we’d prefer that you not read this book. We’re quite happy to continue to run laps around your business, and the last thing we need is for you to start trying to satisfy your customers by applying what you’ll learn here.”
--Joe Sorge, entrepreneur, small business owner, burgerwhisperer, coauthor of #TwitterWorks: Restaurant 2.0 Edition: How social media built a restaurant, a pizza truck and thousands of relationships
“No Bullshit Social Media advances and distills Jason and Erik’s unique and thought-provoking insights about why, and how, we should use what they so simply demonstrate is the most powerful marketing tool available to businesses today--social media.”
--Kevin Taylor, aka @telecomtails; former president, Chartered Institute of Public Relations; founder, Robertson Taylor PR; European lead for Global Results Communications
"Many business leaders are still trying to understand the value of social media communication. Falls and Deckers take the key questions and challenges head on, back them up with examples, and spare you the frustrating jargon and hyperbole. If you're an executive trying to get your arms around social or need your boss to better understand, this book is the place to start."
--Amber Naslund, VP Social Strategy, Radian6; coauthor of The Now Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social
“Kick-ass straight-talk about how social media has emerged core to businesses' bottom line success. A must-read, with no holds barred.”
--Stacy DeBroff, CEO and founder, Mom Central Consulting
"This is a book I'm excited about. Not just because it sounds straightforward (that ‘No Bullshit’ thing!), but because it is. Social media isn't all Rainbow Brite, snuggly puppies, and big group hugs. It's real. It's actionable. It works. So what are you waiting for?"
--Ann Handley, chief content officer, MarketingProfs; coauthor of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
"Jason and Erik offer something often in painfully short supply in the social media world: business sense. No kumbaya, no fluffy talk about engagement or conversation, just real advice crafted with business needs and a bottom line in mind."
--Christopher Barger, senior vice president of global programs, Voce Connect
“‘Yes you can!,’ President Obama’s slogan from his first presidential election campaign, is an apt label to apply to Jason Falls and Erik Deckers’s treatment of social media and its dynamic place in business and marketing. Falls and Deckers pepper their book with credible case studies to illustrate the compelling differences social media marketing can make to any business, large or small. No Bullshit Social Media offers you actionable insights that will help you believe that you, too, can realize benefits that social media marketing can bring to your business.”
--Neville Hobson, ABC (Association of Business Communicators); copresenter, the For Immediate Release podcast series
“Jason Falls and Erik Deckers continue to deliver ‘Pristine and Straight Arrow Insights’ into social media marketing. Their book No Bullshit Social Media is just that: no B.S. This book is common sense from cover to cover!”
--Ramon De Leon, social media visionary and international speaker, Domino’s Pizza Chicago
“In an era when everyone from kids to grandparents has mastered social media, too many business people are still asking, ‘Do I dare?’ This no-B.S. read says loudly and clearly, ‘Hell, yes!’ It’s a smart, succinct combo of why to and how that persuasively pounds home its social-media premise: ‘You better play, or you’re gonna pay.’”
--Bruce Hetrick, president and CEO, Hetrick Communications
"Enough of the excuses! No more saying that you don't ‘get’ social media or that you're too old/out of date/not geeky enough to use today's tools to market your business. Get off your butt, buy this book, and start growing! 'Nuff said."
--Sarah "Intellagirl" Smith-Robbins, PhD, Director of Emerging Technologies, Kelley Executive Partners at Indiana University; Marketing faculty, Kelley School of Business, Indiana University
"Social media has changed the rules of how products and services are marketed, forever! In this book, Jason and Erik throw stone-cold facts at the reader and force you to open up to new forms of ROI."
--Arjen Strijker, founder, Somesso.com
About the Author
Jason Falls is a consultant, speaker, strategist, and thinker in the world of digital marketing and social media. He is the owner of Social Media Explorer, a social media consulting service, as well as Exploring Social Media, a learning community. He works with corporate clients, developing and managing their social media and PR strategies. He is a highly sought-after speaker, traveling around the country to speak to various trade associations, conferences, and corporate groups.
Erik Deckers is the co-owner and vice president of creative services of Professional Blog Service, a ghost blogging and social media agency. His company works with both small businesses and large corporations. Erik has been blogging since 1997, and he speaks widely on social media topics for personal branding, business, crisis communication, and citizen journalism. He is also a newspaper columnist and award-winning playwright.
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The All Business, No-Hype Guide to Social Media Marketing
By Jason Falls and Erik Deckers
Copyright 2011 by Pearson Education, Inc.
253 Pages with index.
First of all please excuse the title, yes this is the real title of the book so I hope that it does offend anyone, and if it does well it is what it is. But actually there is nothing BS about this book. It is clear and concise, a very comprehensive guide to social media and how you can use in your business.
What stands out in the book is that it is written by real business people, people who know how business works and how you can make work even better using social media. It was one of the few books on the subject (and there are tons of them out now) that uses a common sense approach to incorporating all of the elements of social media into your business.
The first chapter titled "Social Media is for Hippies, Social Media Marketing is for Business" sets the tone. The authors discuss how up to now social media has been more of a `kumbaya element than what it should be. People have been using it to connect `cutely' of you will instead of using it to make money. These guys turn that around.
They got to me when they started quoting one of my favorite books "The Cluetrain Manifesto" which is actually the seminal work with it comes to all social media marketing. (Note: I am re-reading right now and a recommendation will soon follow this one).
Here are some of their more important chapter topics to give you a good idea of what you can expect to get from this book.
* Here's the secret" There is no damn secret!
* Your brand is what your community says it is
* The 500 million water coolers are now on big one
* It's all about the Benjamins: Social Media Marketing drives sales
Now that's what I found important, that last one "Social Media Drives Sales" because after all that's what it's all about isn't it? When you start really working with social media marketing you will need to measure the results, you'll need to study how you are doing; how much business you are bringing in through your efforts.
In Chapter eleven the authors focus on how you can measure:
* Cost per leads
* Lead Value
* Non-sales conversions
* Cost per conversion
* Repeat purchase value
* Retention rate
* Average order value
* Time to close
Now I don't know about you but this is the stuff I want to know about. I like the idea of making more of those `Benjamins'!
So if you want to know just about social media, and get better at Facebook there a whole slew of books you can pick up. But if you're serious about your business; and what to know how to use social media marketing to grow your business. This is the book to buy and that's no BS.
Having had the opportunity to sit on a couple panels with Jason at the 2011 CoSIDA Convention in Florida, I can tell you this book fits his M.O. completely. There is a little rebellion in this book. Rebellion against the social media purists, as the book calls them. Dan Zarrella would call them the rainbows and unicorns crowd--people who talk about social media in terms of engagement and urge us all to "join in the conversation," with little or no thought to business impact. These are the same people that tell you to "be on Twitter and follow everybody that follows you" because the fun of being on Twitter is talking to people. Not that there's anything wrong with that. But as the book reminds us, "this is not a sandbox, it's business."
Falls and Deckers contrast the "let's all get on Facebook" era we're now emerging from, with today's need to be able to purposefully plan a social media presence and be able to measure the results. The book goes into detail about the seven things social media marketing can do for your business or organization with solid strategies for all seven.
1. Enhance branding and awareness
2. Protect brand reputation
3. Enhance public relations
4. Build community (advocacy)
5. Enhance customer service
6. Facilitate research and development
7. Drive leads and sales
The book ends with five kick starters to change a traditional mindset.Buy it, read it, share it.
Top international reviews
The book looks at social media from a business perspective. Why you should embrace it, how you should use it, and how you can measure the results to know whether you are succeeding.
Many of the chapters are applicable to bigger businesses with multiple employees, but all the lessons given can be embraced by any business, however big or small.
The advice is practical and to the point (which given the book title, is to be expected!) and I learned a lot.
Written in 2011, but still relevant today, this is the book I'd recommend to any business who needs helps to get to grips with professionally using social media for business.
Its light on practical ways to help, and a lot of the questions I had when I bought the book remain unanswered.