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Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever by [Dragon, Ric]
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Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever Kindle Edition

4.7 out of 5 stars 25 customer reviews

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Length: 224 pages Word Wise: Enabled

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Editorial Reviews

About the Author

Ric Dragon has more than 16 years of experience in online marketing and software development. He is cofounder of the software and web development company Oxclove Workshop, where he was instrumental in business process analysis, information architecture, and process improvement. Dragon is the cofounder and CEO of DragonSearch, where he has led social media strategy for Steuben, the Grammy Foundation, Raritan, and other organizations.


Product Details

  • File Size: 2458 KB
  • Print Length: 224 pages
  • Publisher: McGraw-Hill Education; 1 edition (June 22, 2012)
  • Publication Date: June 22, 2012
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ISBN-10: 0071790500
  • ISBN-13: 978-0071790505
  • ASIN: B0088NGVKY
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Enhanced Typesetting: Not Enabled
  • Amazon Best Sellers Rank: #934,812 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Top Customer Reviews

Format: Hardcover
Reading Social marketology: Improve your social media processes and get customers to stay forever was a lot of fun. An informative as well as entertaining glimpse into the rapidly evolving world of social media is presented using compelling examples of how consumers react to current and historical media campaigns. This book is appropriate for inclusion in a college course because the day to day activities of real social media marketers are explicated along with the kinds of dilemmas and opportunities they face. By making the point that companies need to engage all of the social media channels that they are aware of...before their competitors, author Rick Dragon creates tension that may compel students to mine the wisdom in this book as quickly as possible. The idea of passion points described in chapter four really resonated with me. Marketers within companies that have adopted hopeful, uplifting passion points have a basis for communications that people want to be a part of. Chapter eleven humorously covered a topic that is vitally essential - catastrophic damage control efforts to suppress instead of apologize (or explain) organizational blunders. Ric Dragon consistently and persuasively imparts his enthusiasm for tailoring social media to the specific needs of organizational customers/patrons/participants in this well organized, succinct book.
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Format: Hardcover
This new social media book is exactly that...new. Dragon shuns the typical "15 steps to great social media" or "10 Tips To Better Twitter" format to provide companies with a framework with which they can create a strong social media program. Focused much more on process than tactics, Social Marketology is part philosophy, part history lesson, part graduate degree instruction for companies that really want to take social media seriously as THE medium for connecting with customers. It's a great, fun read that provides a lot of valuable information as companies wade through the world of social media. Get it!
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Format: Kindle Edition
In the era of social branding, companies are scrambling to learn how to navigate this new media environment. A brand's entire reputation can be made or broken overnight as a result of an errant tweet gone viral. By skillfully navigating key social concepts and illustrating how they apply to the connected world, Ric Dragon compels businesses to ask tough questions about their branding strategies. People need to feel comfortable inviting a brand into their homes. To even get their foot in the door, Dragon argues, brands need to embody vision, values, and passion. Finally, brands have a comprehensive and easy-to-follow road map for success.
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Format: Hardcover
Early in his book "Social Marketology," author Ric Dragon writes about how the world has changed for marketers, and that "marketing in the social media is fundamentally different from conventional marketing."

Fortunately for us, Dragon's knowledge is built on a solid understanding of how marketing worked long before social media arrived. It is Dragon's understanding of traditional media that allows him to explain so clearly the shift that has occurred and the direction we're headed.

Social Marketology is about concepts, goals and objectives of social marketing -- it's not a book for those looking for specific instructions on how to use the latest version of Facebook, Twitter or Pinterest.

Dragon writes about social media's "little unexpected payoffs" that help foster a sense of well-being in the minds of its participants. Understanding the elements of social media that make it so "viral, engaging and popular" is critical in attaining desired outcomes.

He explains the importance of looking for patterns and creating processes and the critical role of reciprocity in social media. He goes on to explain the different roles and responsibilities of a social media team, and the two most essential characteristics for team members.

Social Marketoloy will help readers understand how they can develop a social media strategy and the basic steps required to implement that strategy.

Dragon spends considerable time addressing the need for systems in social media -- from establishing goals and objectives (and he differentiates the two) to creating policies, budgeting time, and monitoring activities.
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Format: Hardcover Verified Purchase
Ric Dragon’s Social Marketology hits on all cylinders for an MBA-level course in social media marketing. The book is well rooted in theoretical concepts and fits the curriculum topics and learning outcomes expected for social media marketing.

The book, in my opinion, qualifies academically as a primary reading for MBA level courses. The recommendation is based on the following:

1) Ric Dragon speaks as both an academic and practitioner in his overview of social media strategy. In a very creative way, he blends the marketing behavioral goals of today’s enterprise with the changing social landscape. But rather than a recipe or series of tactical guidelines, he uses numerous metaphors and historical society pattern discoveries as a foundation for what social media really does to our organizational setup, goal setting, audience building and community engagement. In so doing, it connects well with traditional marketing professors while rolling out a sequence of topics consistent with a marketing planning process.

2) Every chapter includes highly useful diagrams, close-out points and case examples that lend themselves well to critical thinking exercises. And by introducing each topic as thought provoking concepts related more to changing behaviors and organization mentalities, students have grounds for debate and conceptually deriving their own strategies. This is a refreshing change from the myriad of books that preach magical tactics and secrets to viral content success.

3) Several decision making frameworks and checklists like the social pyramid for platform selection, strategy alignment, finding your brand voice, ideation, social triggers and measuring your progress are introduced for practice and plan building.
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