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Social Media Marketing: The Next Generation of Business Engagement Paperback – October 12, 2010
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From the Back Cover
Drive change with social CRM and collaborative social applications
If your organization is using Twitter, Facebook, and other social media, you're already building a formidable marketing and customer relationship management (CRM) system in the social mediasphere. Now it's time for the crucial next stepopening your business up to the collective ideas of those customers and stakeholders and putting their ideas into action. In short, building a business powered by social technology. This detailed guide shows you how.
Building on the principles in his bestselling book, Social Media Marketing: An Hour a Day, social media thought leader Dave Evans shows you how to participate in social media at a business level, taking customer engagement and collaboration to new levels to improve your company's products, services, and bottom line.
Understand the new social business ecosystem and how it affects your current and future business
Craft a scalable, connected social media marketing strategy that enables you to incorporate what you learn to improve your products and services
Gear up for customer-led collaboration! Explore a host of best practices for involving your social contacts in product design
Discover software and analytical tools from firms like Radian6, Sysomos, BuzzStream, Rapleaf, Lithium Technologies, Socialtext, Microsoft, IBM, and others to help you monitor and?quantify your social business
Think analytics, analytics, analyticssee how to select and use social metrics, analyze results, and produce solid insights as you implement a social mediabased business plan
Find out how other companies implement, manage, and monitor their social business strategies, including consumer-facing firms like Philips and New Belgium Beer, nonprofit organizations like Found Animals of Los Angeles, and the business-to-business units of American Express and Element 14
Work through practical, hands-on exercises, develop a library of top-notch thinkers and resources, and positively build your own professional skills in this exciting new area
"Dave provides a practical approach for leaders who want to harness the power of social media to cost-effectively transform their businesses and catapult themselves ahead of the competition. At the same time, Social Media Marketing: The Next Generation of Business Engagement is extraordinary because it is a fun, genuine, and inspiring resource that sets a new standard for social media insights."Ian Giles, Vice President, Strategic Services, Thindata 1:1, Toronto
"Dave takes social media from concepts and theory to concrete, simple steps that make it easy to implement social technology in your business."Marco Roncaglio, Director of Online Marketing, Personal Care, Philips Consumer Lifestyle, Amsterdam
"Rigorous, measurable quality improvement is critical for getting social media and word-of-mouth working for your business. Dave's book highlights quality programs that work and shows you how to implement them in your business."Jeff Turk, CEO, Formaspace, Austin, TX
About the Author
Top Customer Reviews
Dave is one of few who talks about Promise vs. Delivery (marketing & operations) and the importance of holistic touch point analysis. His feedback loop for social media is right on. The information on touch points, promise vs. delivery, and social business funnel are alone worth the price of the first book.
I highly suggest reading Dave's first book, completing the exercises, and then moving on to the second book. I also recommend that you drop a copy of the second book on your Senior Marketing Manager's desk.
If you are a bit of a novice, get his first book. That's what I had to do. If you are already experienced in promoting a business on FB, Twitter, Linkedn, etc. then move up and get this book. But even then, it's an uphill slog. It's not an easy read. It is at its best when the author informs you about successful web media campaigns by other companies.
Conceptually, ideas like a "Brand Outpost," "Social Analysis," or a "Social Object" can be quite interesting and useful. I found the most useful to be his discussion of metrics - how, where, and why to measure Social Media Marketing - traffic leads, membership levels, activity, conversions, mentions, and virality... It would have been a stronger book if the concepts were taken down to the level of details, which he does adequately in his discussion about metrics, but not elsewhere in the book.
Social Media Marketing remains a very new endeavor, so this book may be an important book that begins our collective challenge of moving beyond mere technical details in setting up Social Media Marketing to practical yet guided to do's. We are still waiting.
Most Recent Customer Reviews
Not exactly what I was expecting. There is good centent but it is not exactly an easy read. If you're going to make it through this book and retain the content you will need to... Read morePublished on January 4, 2014 by K.Kirkland
This book is written in plain and simple language. Tables and figures provide excellent summaries. Very good book by authors.Published on October 31, 2013 by E B H Isaacs
i picked up this book for a social media marketing class and really enjoyed it. the book is a great guide and has a lot of helpful advice to get your social media presence started. Read morePublished on December 26, 2012 by ccozad
I bought this because it was "suggested reading" for a seminar I was going to take. The book presents good info, but is so long winded about getting it's points across that 1/4 of... Read morePublished on May 6, 2011 by Margo R. Gray