- Hardcover: 304 pages
- Publisher: FT Press; 1 edition (September 30, 2010)
- Language: English
- ISBN-10: 0132100568
- ISBN-13: 978-0132100564
- Product Dimensions: 6.4 x 0.9 x 9.2 inches
- Shipping Weight: 7.2 ounces (View shipping rates and policies)
- Average Customer Review: 59 customer reviews
- Amazon Best Sellers Rank: #1,612,161 in Books (See Top 100 in Books)
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How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business Hardcover – September 30, 2010
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“Return on investment in social media is like the weather: Everybody talks about it, but nobody is doing anything about it. With this book, Jamie Turner and Reshma Shah set you up for success with some key fundamentals, and then give you some very specific and illustrative examples on how to calculate the ROI of your social media efforts.”
–Scott Monty, Global Digital Communications, Ford Motor Company
“If you simply slap a few tools like Twitter and Facebook onto your existing marketing, you are not engaging. Social media are more than tools. But if you change your mindset, you can make money. This book is packed with information to show you how.”
–David Meerman Scott, bestselling author, The New Rules of Marketing, and coauthor, Marketing Lessons from the Grateful Dead
“This book is not a self-help guide to instant riches but offers a variety of strategies and quick tips to the experienced marketer in an entertaining and light tone. Callout boxes showcase key ideas. Although not a textbook, it would be an excellent choice to complement readings in marketing courses.”
From the Back Cover
Want to earn big profits from social media?
Now, there’s an authoritative, up-to-the-minute resource you can trust–and use.
This in-the-trenches guide is written by experts who’ve developed money-making marketing campaigns for many of the world’s largest companies. Jamie Turner and Reshma Shah, Ph.D., combine practical strategies and proven execution techniques to show how to avoid crucial pitfalls that other companies have encountered, how to make the most of limited resources, and how to strengthen your brand instead of placing it at risk.
Turner and Shah present realistic guidance for setting objectives, assessing competitors, crafting strategies, selecting platforms, integrating social media into broader marketing programs, and effectively measuring results. Whether you’re a marketer, executive, or entrepreneur, this book will help you drive maximum business value from social media–starting right now.
Big ideas and immediate action steps:
How to set up a social media campaign for success
...and how to get a positive return on your investment
How to profit from YouTube, LinkedIn, Facebook, and Twitter
…and go way beyond them
Why your first social media campaign failed
…and what to do differently next time
What to measure, how to measure it
…and how to act on what you learn
Top customer reviews
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However, having said that, there's still a lot of basic information about traditional and online marketing that may make the book valuable to beginners.
The book is written in a conversational style that makes it accessible to just about anyone. Much information is presented about traditional marketing concepts, contrasting them with online marketing concepts.
For someone not currently on Facebook, Twitter, et al, the book will acquaint the non-user with the basics of social media.
ROOM FOR IMPROVEMENT
As I said above, I'm afraid the book just doesn't live up to its title. The text is a bit redundant. Innumerable times, we are told that social media is a dialogue. That's repeated often, like sound bites from a TV infomercial. In fact, the text rather reminds me of an infomercial in that you're repeatedly told that you'll learn how to make social media work for you, but only generalizations are discussed for the most part.
Most of the book reads like a teaser: tells you what you're going to learn, tells you about traditional marketing facts, theories, and concepts, tells you why those don't work, tells you again that you'll learn about using social media, gives some generic information about social media, then seemingly repeats the process in the next chapter. You get pulled along, looking for the solid information that the title leads you to expect. Unfortunately, you never get a payoff of specific ways to make money with social media.
There's no doubt that the authors know social media, but they don't effectively transfer that knowledge to this book. I think if the authors changed their slant and marketed the book to beginners that they'd get far better feedback and reviews.
For a beginner who wants to dip a toe into the pool of social media, this book would provide a good, general overview of the subject, enabling those new to social media to grasp the concepts and get started. Unfortunately, for someone who already possesses general knowledge of social media, this book will disappoint.
I notice that the authors have several other books available that deal with the same subject matter. Perhaps one of those might be more suited to someone who knows about social media and knows how it should work but is having difficulty implementing the action required.
The book is written in a very easy-to-understand way. It contains a lot of bullet points and boxes, which is nice, because some books I have read on this topic are so convoluted and technical as to be nearly useless to the average person. This book is clearly geared toward business owners and marketers that are familiar with technology, but not experts. At the end of each chapter, the authors include the basic "key concepts" and "action steps" from the chapter, which act as helpful summaries of relevant material.
Below are some things I learned from the book, and some of my basic observations:
- Social media can't replace traditional media. In fact, without using traditional media (billboards, etc), it is difficult to get people to even engage your business on social media. Businesses need to develop marketing campaigns to get people to their social media sites.
- Social media is not a panacea. In fact, for some business, the cost required to get value from social media (in terms of time, resources, etc) may be too high. However, rather than waiting or ignoring it, the authors suggest establishing social media guidelines for your company.
- Social media can be used for more than just marketing: it can retain customers, promote dialogue with customers, and help re-frame public conversations in a way favorable to the business.
- The book touches on general marketing concepts, as well as covering aspects of the Internet not necessarily considered social media, which is helpful for anybody just entering the world of e-business.
- The authors list a lot of helpful websites and online applications to help businesses improve their websites, blogs, etc. Many are helpful, and despite being active on the web for a long time, many were new to me.
- The five core values of social media are worth the price of the book: show respect, show responsibility, demonstrate integrity, be ethical, and add value. Chapter 24 explains each in great detail. These are especially important in the Internet age, when customers have a lot of say in branding and creating the image of a business.
- The last chapter is a very helpful summary of the entire book, and tells you step-by-step what to do to get involved in the world of social media.
Overall, this is a helpful and easy-to-read book about making money with social media. It is advanced enough to be useful in the long term, but not too technical. If you are interested in learning about the potential of using social media for your business, I suggest this book.
People may believe that because social media platforms are free, using them is a free way to advertise their business; however, this book clears up the hidden costs that businesses have to take into consideration, mainly the man-power that is necessary in order to use them effectively. It is filled with examples of good and bad social media practices of well-known and smaller companies, concepts to consider and action steps to take. The writing style is very casual and easy to read, even during the last few chapters where Turner and Shah get deeper into marketing terms and concepts.
I recommend this book if you are an entrepreneur, CEO or marketing professional who is considering developing or improving the social media strategy of your company.
Most recent customer reviews
Aside from making money with social media the authors have given readers a guide on how to build successful social media campaigns.Read more