Working the crowd: social media marketing for business
Eileen Brown
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Format
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Softback
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Published
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22-11-10
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Publisher
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British Computer Society
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ISBN
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9781906124717
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Price £ 14.95
It’s fair to say that future generations will most likely look back at businesses first attempts to use social media much as today’s surgeons regard the practices of their 18th century counterparts – with a mixture of amusement and bewilderment at how clueless, blundering and naïve they could be.
For those still stumbling around in the dark, this excellent book helps shed light on the game-changing nature of social media, its tremendous opportunities and the many dangers that await those who insist nothing has changed and it is just another route to market.
Brown stresses the need for a well-considered social media strategy that is properly planned and adequately resourced – many businesses say they want ‘engagement’ but are totally unprepared to deliver appropriate and timely responses to those seeking to engage with them.
As well as the big picture stuff there is plenty of the nitty gritty too – descriptions of the main social media channels, blogs, RSS feeds, syndication and how these work, who uses them, how networks operate and how to harness their viral nature for your business. It covers differences in attitude and behaviour amongst different generations and how social media impacts on your brand reputation, recruitment and internal marketing.
Despite being a little technical in places it is overwhelmingly well written and easy to understand, providing a comprehensive and accessible guide to the ill-informed and experienced alike.
Review by John Ling, CIM Regional Communications Officer
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