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Grouped: How small groups of friends are the key to influence on the social web (Voices That Matter) Paperback – December 1, 2011
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About the Author
For more information on Paul’s work, visit his site ThinkOutsideIn.com
Top Customer Reviews
It does read at times like an advertisment for Facebook (indeed, a cynic might pigeonhole this entire book as a "white paper" for Facebook Ads), but I know Adams better than that (having had the pleasure of working with him at Google on the early stages of Google+), and my take is that Adams sees Facebook as out in front of an important shift in the way advertising will work in general (perhaps this is why he now works there), so Facebook merely provides the best (and in many cases only) example of putting his ideas to work in the real world.
Beyond the explicit goals of developing better marketing campaigns, Adams makes the case (and I firmly agree) that the content of this book is essentially required knowledge for all of us as we move into an increasingly interconnected world in which our social networks (real and digital) and our "predictably irrational" brain help us navigate the endless, swelling seas of information surrounding us. Despite working in this field for years, I learned some new things and found myself nodding in approval at much of the rest. So if you're new to these ideas--or even if you just want an efficient and enjoyable refresher course--this book is well worth your time.
There is good content about how the networks interact; what people like to share, why, and with whom. Some of this may be obvious but I liked the simple yet comprehensive list of insights. For example, the author underplays the value of "influencers" that Malcolm Gladwell touted in Tipping Point and argues that mostly people are influenced by those emotionally closest to them, often without even realizing it.
A concurrent story alongside discussing social networks is what it means for marketers. Several insights have been provided around how marketers can best work with social conversations to help grow their products. For example, seeding several groups with ideas versus targeting a few trendsetters, focusing on emotional arousal, gaining trust through WOM endorsement, preparing content that is "shareworthy", customizing data around people's social connections etc. Examples are Facebook specific (where the author works), yet can be abstracted. I have been to marketing conferences where people brainstormed about how social media affects/will impact marketing, and this book covers it all in a well structured manner.
Lastly, it is worth mentioning that this book is pretty easy to read. The articles are well researched but the author thankfully presented the content simply instead of using MBA/PhD language. You can read this sipping coffee on a plane and still absorb the content.
That said, I gave it a three because it falls short of drawing out some obvious implications that this same body of research points out:
1. The book could have done more to help businesses orient toward more innovative and effective marketing strategies that are also more socially ethical and that would help make our world a better place. Adams does include some of this information--he stresses positivity, openly sharing information, cutting down on the noise of advertising ("interruption marketing is a race to the bottom" amen), and not deleting negative Facebook comments from your page because they give you more credibility and because "we should seek to rectify and not hide negative feedback" (Applebee's should have taken note)--but if he would have included more of this kind of information by demonstrating how a more ethical approach to the world is also the more efficacious approach, this book would be much more important to read than I currently rank it.Read more ›
Most Recent Customer Reviews
One of the must-read books in tech. Could only be written by a guy with his rare experience.Published 4 months ago by Chris Woods
Adam's gift here is making a complex subject understandable. The brevity makes it digestible as well. For practitioners and business leaders Grouped is an excellent primer. Read morePublished 10 months ago by Kim Patrick Kobza
This book not only goes into detail about social media marketing but makes you rethink how we do our day to day marketing. Must read. @sanja on Twitter.Published 21 months ago by Sanja
It felt like an advise from a friend who has read more about the (marketing) field than me, so he's telling me interesting data and where to look for more. Read morePublished 21 months ago by Angelica Maria
Informative and helpful read on navigating your world in selling whatever your selling in social media marketing. Read morePublished 21 months ago by Amazon Prime Customer 2015
While the book is essentially focused on sociology as it applies to marketers (and particularly online marketing), there are lots of other applications outside business. Read morePublished on January 9, 2014 by Chris Aram
This book makes sense of social media and the way marketing must change. It creates a good base for beginning to brainstorm future possibilities.Published on January 7, 2014 by Nathan Ray
Not yet convinced that this is the sum total of human knowledge about 21st century marketing, but it raises some significant points about the intersection of social media with... Read morePublished on August 3, 2013 by D. J. Robinson