No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing

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Overview

The In-Your-Face, Results-Focused, No-“Kumbaya” Guide to Social Media for Business!

  • Detailed techniques for increasing sales, profits, market share, and efficiency
  • Specific solutions for brand-building, customer service, R&D, and reputation management
  • Facts, statistics, real-world case studies, and rock-solid metrics

Stop hiding from social media--or treating it as if ...

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No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing

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Overview

The In-Your-Face, Results-Focused, No-“Kumbaya” Guide to Social Media for Business!

  • Detailed techniques for increasing sales, profits, market share, and efficiency
  • Specific solutions for brand-building, customer service, R&D, and reputation management
  • Facts, statistics, real-world case studies, and rock-solid metrics

Stop hiding from social media--or treating it as if it’s a playground. Start using it strategically. Identify specific, actionable goals. Apply business discipline and proven best practices. Stop fearing risks. Start mitigating them. Measure performance. Get results. You can. This book shows you how.

Jason Falls and Erik Deckers serve up practical social media techniques and metrics for building brands, strengthening awareness, improving service, optimizing R&D, driving better leads--and closing more sales.

“Conversations” and “communities” are wonderful, but they’re not enough. Get this book and get what you really want from social media: profits.

Think social media’s a passing fad? Too risky? Just a toy? Too soft and fuzzy? Not for your business? Wake up! It’s where your customers are. And it ain’t going away. Does that suck? No. It doesn’t. Do social media right, and all those great business buzzwords come true. Actionable. Measurable. And...wait for it...here comes the big one. Profitable. Damn profitable.

Want to know how to do it right? We’ll show you. And, yeah, we know how because we’ve done it. This is the bullshit-free, lie-free, fluff-free, blessedly non-New-Age real deal. You’re going to learn how to use social media to deliver absolutely killer customer service. How to R&D stuff people actually want. Develop scads of seriously qualified leads. You’ll figure out what you want. You know, the little things like profits, market share, loyalty, and brand power. You’ll figure out how to measure it. And then you’ll go get it.

One more thing. We know what scares you about social media. Screwing up (a.k.a., your mug on the front page of The Wall Street Journal). So we’ll tell you what to do so that won’t happen. Ever. No B.S. in this book. Just facts. Metrics. Best practices. Stuff to warm the hearts of your CFO, CEO, all your C-whatevers. And, yeah, you. So get your head out from under the pillow. Get your butt in gear. Let’s go make some money.

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Product Details

  • ISBN-13: 9780789748010
  • Publisher: Que
  • Publication date: 9/15/2011
  • Edition number: 1
  • Pages: 272
  • Sales rank: 730,386
  • Product dimensions: 6.28 (w) x 9.20 (h) x 0.83 (d)

Meet the Author

Jason Falls is a consultant, speaker, strategist, and thinker in the world of digital marketing and social media. He is the owner of Social Media Explorer, a social media consulting service, as well as Exploring Social Media, a learning community. He works with corporate clients, developing and managing their social media and PR strategies. He is a highly sought-after speaker, traveling around the country to speak to various trade associations, conferences, and corporate groups.

Erik Deckers is the co-owner and vice president of creative services of Professional Blog Service, a ghost blogging and social media agency. His company works with both small businesses and large corporations. Erik has been blogging since 1997, and he speaks widely on social media topics for personal branding, business, crisis communication, and citizen journalism. He is also a newspaper columnist and award-winning playwright.

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Table of Contents

Introduction .. . . . 1

Part I: Social Media Is for Hippies. Social Media Marketing Is for Business.

Chapter 1: Ignore the Hype. Believe the Facts. 9

Social Media and the Hype Cycle 11

The Problem with What Social Media Purists Preach 15

But Asking About ROI Is Asking the Wrong Question 16

Seven Things Social Media Marketing Can Do for Your Business 19

1. Enhance Branding and Awareness 19

2. Protect Brand Reputation 20

3. Enhance Public Relations 21

4. Build Community 21

5. Enhance Customer Service 22

6. Facilitate Research and Development 23

7. Drive Leads and Sales 23

When You Add “Marketing,” It’s About Business 24

Endnotes 25

Chapter 2: It’s Not Them; It’s You! 27

Today’s Consumer Is Different.You’re Still the Same Old Dinosaur 29

You Never Controlled Your Message 31

If Social Media Can Help Overthrow a Government, What Will It Do to a Company? 32

It’s Not About Being on Social; It’s About Being Social 34

If You Don’t Trust Your Employees, You Hired the Wrong People 36

Don’t Blame It on IT, Compliance, or Legal 38

Social Media Doesn’t Violate Company Policy. People Violate Company Policy 39

So What Can You Do with Social Media? 40

The Ball Is in Your Court 41

Endnotes 42

Chapter 3: Your Competition May Have Already Kicked Your Ass 43

Your Audience Doesn’t Trust You Anymore, Anyway 45

Go Ahead, Buy an Ad 47

But We’re a B2B Company; We Don’t Count 48

Destroy Your Printer 49

The Shipping Industry Goes Social 50

But It Doesn’t Have to Be That Complicated 50

Do You Want to Be Greg Tackett or His Competition? 51

Endnotes 52

Chapter 4: Here’s the Secret: There Is No Damn Secret! 55

Social Media Marketing Is Not About Technology, It’s About Communication 56

Tools Change; the Need for Messaging Won’t 57

Social Media Is Not an Advertising Medium, but Social Platforms Can Be 58

This Ain’t “Rocket Surgery” 61

Starting in Social Media Is Like Asking an Investor for Money 61

Social Media Marketing Is About Planning and Measuring 64

Five Mind-Set Shifts That Make Successful Social Media Marketing Managers (and One Caveat) 65

Part II: How Social Media Marketing Really Works

Chapter 5: Make Some Noise: Social Media Marketing Aids in Branding and Awareness 71

Your Brand Is What the Community Says It Is 73

Traditional Marketing and Its Metrics Have Lied to You for Years 77

Why We Can’t Measure Traditional Marketing and PR 78

Why We Can Measure Social Media 79

Compare Costs Between Social Media and Traditional Media 81

What Traditional Marketing Costs 82

What Social Media Marketing Costs 83

The 500 Million Water Coolers Are Now One Big One 84

Putting Metrics Around Branding and Awareness 86

Endnotes 89

Chapter 6: It’s Your House: Social Media Marketing Protects Your Reputation 91

What Is “Crisis Communication”? 95

You Just Can’t Wait for Traditional Media to Catch Up or Get It Right 96

When You Don’t Listen or Respond, You Get Chi-Chi’d 98

Six Steps for Dealing with Detractors 100

But It’s Not Always About the Negative 101

Protecting Your Reputation Has a Technology Side, Too 102

Putting Metrics Around Protecting Your Reputation 104

Endnotes 107

Chapter 7: Relating to Your Public: Social Media Marketing and Public Relations 109

Public Relations Is Not Only About the Mainstream Media Anymore 112

Journalists Are Using Social Media, Too 115

Social Media Lets PR Skip the Gatekeepers and Editors 116

Quit Waiting for Traditional Media to Catch Up 117

Avoiding the Filter of the Traditional Media 118

The New Media Relations Landscape 119

Crisis Communication Starts Months Before You Have a Crisis 122

Dealing with Detractors 123

Putting Metrics Around Public Relations 125

Endnotes 127

Chapter 8: The Kumbaya Effect: Social Media Marketing Builds Community 129

Understanding Different Types of Communities 133

There’s More to Building Community Than Just Making Friends 135

Measuring Community 136

You Can Even Build Community Around Scissors! 138

But What If Our Competition Shows Up in Our Community? 140

Okay, So How Do You Do This and How Much Will It Cost? 142

Endnotes 145

Chapter 9: It’s About Them: Social Media Marketing Drives Customer Service 147

Why Do You Want to Hear from Your Customers? 150

Putting Your People Where Your Mouth Is 151

You Can’t Help Everyone 152

You’re Not the “Jackass Whisperer” 153

Sometimes It’s Just Two Little Words 155

Putting Metrics Around Customer Service 157

Measuring Customer Service Savings 159

Endnotes 161

Chapter 10: Get Smarter: Social Media Marketing Drives Research and Development 163

Collaboration Is the New Black 164

Collaborating with Customers Breeds Customers 165

Let’s Collaborate About Scissors...Yes, Scissors 166

Papa’s R&D Is in the House 168

Measuring Research and Development 169

It’s Adding R&D to Your R&D 171

But We’re a Small Business;We Don’t Do R&D 172

How to Plan For Research and Development 175

Endnotes 177

Chapter 11: It’s All About the Benjamins: Social Media Marketing Drives Sales 179

Nothing’s Wrong with Advertising 182

Advertising Is Outbound. Social Media Is Inbound 183

Case Studies in Social Media Marketing for Sales 184

The PIs and the KPIs 185

Putting Metrics Around Sales 187

We Know What It Can Do; Now How Do We Do It? 190

Endnotes 191

Part III: Get Off Your Ass, Would Ya!

Chapter 12: Remedy Your Fears with Sound Policy 193

Why Do We Need a Social Media Policy? 195

The Question of Ownership 198

What Can Employees Do at Home? 199

Telecommuting Is Not the Same as Personal Networking 200

What Should a Social Media Policy Include 200

What Should You Do About Privileged Information and Avoiding Giving Advice? 204

Trust Employees, but Not Everyone Should Speak for the Company 205

Who Should Enforce It? 205

Let’s Be Clear on the Responsibility 207

What If People Spend Too Much Time on Social Media? 208

Endnotes 209

Chapter 13: Assign Responsibility and Be Accountable 211

The Question of Ownership 212

A Quick Review of the Pros and Cons 213

Marketing 213

Sales 214

Public Relations 214

Customer Service 215

Who Should Not Be in Charge 215

The Ideal Setup 216

Social Media Management Is for Senior Staff, Not Interns 217

Who Are the Ideal Social Media Practitioners? 218

What If Your Employee Becomes a Social Media Rock Star? 219

The Models of Social Media Management 221

Hold Your Team Accountable 223

Chapter 14: This Is NOT a Sandbox. It’s a Business. 225

You Know What It Can Do, Now Decide What You Want It to Do 226

Done Is Better Than Perfect 228

Turn Your Plan into Action 229

Planning for the Unexpected 231

Sometimes You Can’t Do It Alone 233

Endnotes 236

Chapter 15: Being Social 237

Being a Social Business Makes Customers Proud to Wear Your Badge 238

Social Media Marketing Is More Than Just Business 239

Five Kickstarters to Change a Traditional Mind-Set 241

Kickstarter No. 1--Hear, Then Listen 242

Kickstarter No. 2--Share, Then Solve 243

Kickstarter No. 3--Launch, Then Learn 243

Kickstarter No. 4--Trust, Then Adjust 244

Kickstarter No. 5--Give, Then Get 244

In the End, It’s a Business 245

Endnotes 247

Index 249

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Customer Reviews

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Sort by: Showing all of 2 Customer Reviews
  • Posted February 27, 2013

    more from this reviewer

    The BS in the title of this book seems to be referring to the no

    The BS in the title of this book seems to be referring to the notion that social media is somehow an end in itself, a worthy goal and pursuit that any organization should engage in in its own right. The authors of this book don’t really buy into it, and they suggest that neither should you. They view social media as just another form of media engagement. It either helps your business in very tangible and concrete ways, or it doesn’t. Any organization should view their social media engagement through a very utilitarian standpoint, and not treat it as a hobby or, even worse, a good-will nebulous outreach. So if that’s what you mean by social media BS, then sure, this book will not provide you with any of it. However, if you are looking for a very specific set of advices on how to build your own social media strategy, then you will be somewhat disappointed. The authors are in fact very clear about this point: they don’t believe that there is a single overarching strategy for approaching social media. What they do instead in this book is provide you with a collection of insights and case studies that, when understood properly, can give you ideas about how to approach social media in your own situation. This is all fine as far as it goes, but I was really hoping for much more of a concrete, actionable advice. 




    I am neither a social media maven nor am I looking into a career in such a field, but I have done a fair amount of personal social media promotion over they years. I’ve read a lot of books and articles on the topic, but am yet to come across one that can provide me with a clear sense of how to grow my own personal brand through social media strategies. So far I have been relying mostly on trial and error, and this book is only marginally helpful beyond the insights that I’ve come across on my own. However, if you are completely new to the world of social media marketing, then this book could be a useful first resource. 

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    Posted December 11, 2011

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