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Social Pollination: Escape the Hype of Social Media and Join the Companies Winning At It Paperback – October 20, 2009
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About the Author
Monica O’ Brien teaches solopreneurs, startups, and small businesses how to establish an online presence using new media at Juncture, an interactive marketing and consulting company she co-founded in 2008. Monica knows how to use new media to get results. She has a popular blog called Social Pollination and was recently named one of the Top 20 Twitter Elite in Chicago. She has been featured in Advertising Age, Christian Science Monitor, Mashable, ReadWriteWeb, and ChicagoNow, and has secured blog sponsorships with large brands like Nintendo and Ford. Monica speaks to organizations about a variety of topics, including marketing, entrepreneurship, new media, and careers. Monica’s accomplishments and drive extend beyond the professional world. She served as president of her college sorority, holds a black belt in ju-jitsu, and has run the Chicago marathon.
Top customer reviews
All in all highly recommended! A must-have book if you are starting a Social Media campaign or trying to take one to the next level!
- Margee Moore
[...] | Author of the iPhone book app, Sleeping with the Laundry
1) What is social media and how can it be leveraged as a business tool?
2) Is social media right for me? What business objectives can it help MY business achieve?
3) What are the specifics tactics and steps I need to take to accomplish those objectives in a cost-effective, timely manner?
4) How can I track and measure my progress and ROI.
There are many social media books that do a phenomenal job explaining how social media is changing the business world. However most of them stop there, and the reader is left thinking "ok, well, now what?" Monica picks up where those books leave off, by providing actionable tactics and tips business owners can implement immediately after reading.
The book does not tout social media as a cure all solution, like many experts and books seem to do. Instead she encourages readers to think of social media as a business TOOL. The author helps the reader understand the types of goals and objectives they might hope to accomplish, before deciding if social media is worth it for them.
From there, she provides a thorough overview of best practices and specific strategies. It a comprehensive guide book that a marketing team can use to get started right away. At the very least, it can be used to combat any outside social media hires who are charging without adding any real value.
All in all, this is a must read for business owners, marketing professionals, or students looking to understand the next monumental shift in marketing/advertising.
The book outlines not just what it means to `scale' business relationships and brand trust, but talks specifically about the forms this takes - a link, a comment or a casual online conversation. As straightforward as this methodology may sound, `scale' is increasingly one of those words that everyone thinks they understand, but few can actually action. Social Pollination successfully bares a set of guidelines that teach a business or brand to apply scale in the world of social media.
I was once told that a social network is like a dinner table. As a brand you can't just go and sit at someone else's table and begin selling. You have to establish relevance. Engage. Find your friends. Find the people who want to talk to you and talk about you to others. Author Monica O'Brien seems to grasp this concept with her emphasis on learning the ettiquette for each medium and taking the time to listen to conversations that are happening within communities.
Social Pollination clearly breaks down different social media channels and the benefits of each, the principles of social media and the best way to design your approach based on this list.
O'Brien sets out a standard set of business goals but concedes that the priority of each will change from company to company. She then tailors a social media strategy to suit these ends. Note that the book assumes that if your business goals do not match those mapped out in its pages, then social media is not for you. It will be interesting to watch and see whether this rings true or if gaps emerge in which case I smell a follow up book!
All in all an important read for brands laboring under the misapprehension that social media and its users are easily understood, docile or even unnecessary.