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The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace

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  • Posted December 20, 2012

    more from this reviewer

    Facebook and other social media outlets have become ubiquitous t

    Facebook and other social media outlets have become ubiquitous tools for marketing. However, Ed Keller and Brad Fay, co-founders of the Keller Fay Group, a market research firm, challenge the effectiveness of these social modalities, arguing that face-to-face contact, word of mouth and other offline tools are more effective social marketing approaches for driving sales success. Citing their extensive research, the authors show that most brand conversations happen offline and that when firms shift their marketing focus to Facebook, sales generally fall. Keller and Fay seem to discount social media’s positive attributes for most of the book, but they find a balance by the end, acknowledging that promoters should use offline social marketing in conjunction with today’s powerful online tools. getAbstract recommends their study to marketing executives, social media experts and communications personnel. You don’t need to close your firm’s Facebook page – but you may want to rethink how you handle social marketing.

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  • Posted August 19, 2012

    Throw away everything you have begun to think about social media

    Throw away everything you have begun to think about social media. Ed
    Keller and Brad Fay break down the reality of social media in an
    insightful, easy to absorb way that proves that social media is the most
    effective when it results in an old school face-face conversation. If
    you are now, or are thinking about, using social media to market your
    business, read this book. You will save yourself time, effort and money
    by understanding what makes social media effective.

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  • Posted June 29, 2012

    Highly Recommended--An Expert Resource for all Marketers

    This is a thorough, up-to-the-minute guide to the power of word-of mouth marketing...and a critical tool for anyone navigating the digital space. Keller and Fay are seasoned pros who base their insights on solid data and experience and present their findings clearly and in a way that you can use to guide your actions and craft your strategies. Don't go online without it (or them)!

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  • Posted May 25, 2012

    Engaging and Insightful

    Keller and Fay offer a fact-based counterbalance to the over-hyped argument that the future of marketing is in internet-based social media. There's enough hard data to support their argument, without making the book dry. On the contrary, the style is engaging, with lots of interesting case studies from the real world.

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  • Posted May 24, 2012

    Highly Recommended. This book is a much needed change in perspective.

    Relationships absolutely matter. This book is such a refreshing perspective amid the frenzy of social media. It is excellent food for thought and should definitely be added to your business library. Full of examples and insights.

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