Reviews
PART I: REALLY UNDERSTANDING SOCIAL MEDIA.1. How would you define social media?2. Why has social media had such a powerful impact?3. How has social media changed general marketing strategies?4. Does branding still matter? Has the definition of "brand" changed? 5. Is social media something that small companies and entrepreneurs can take advantage of, or is it mostly for large players only?6. How important is personal branding?7. Should companies allow executives or other employees develop personal brands as representatives if the company?8. Should traditional marketing efforts be relegated to the museum?9. How (if at all) has social media altered the consumer buying cycle?10. What are some of the popular misconceptions many marketers have about social media?11. Is social media an evolution of marketing, or an evolution of public relations? How has social media changed PR?PART II: IMPLEMENTING A STRATEGY.12. What is the cost of entry for a social media marketing effort? Is it comparable to the cost of traditional marketing efforts such as TV and print?13. Is it possible to run a regional SM campaign, or is it impossible to contain?14. Should marketers seek to integrate social media efforts with traditional efforts, or should they be kept, planned, and run independently from each other?15. If there is room for SM and traditional efforts to be integrated, what strategy should be planned first: social media, traditional or should they both be planned simultaneously?16. Are there any tools that are "must haves" for every social media marketing effort?PART III: MANAGING, MEASURING, AND ACHIEVING SUCCESS.17. What accounts for success in a social media marketing campaign?18. How is social/ media measurement different from traditional marketing measurement.19. Is it possible to monetize engagement (in other words, is there a direct relation between social media and sales)?20. Once information is out on the social Web, it can be hard if not impossible to take back. What can you do in the event of a mistake?21. Are agencies necessary, or can brands handle social media campaigns on their own?PART IV: JUST FOR FUN.22. What will the Internet look like three years from now? Ten years from now?23. What would you consider to be the best social media campaign ever run?24. What would you consider to be the worst social media campaign ever run?25. Which companies (other than your own) really seem to "get it" when it comes to social media marketing?26. Which industry experts do you admire and why?, Bough and Agresta offer a radically different view than traditional marketers of what it takes to connect a brand with consumers today. In this Perspectives version, the authors explain that social media is about conversations, not campaigns. It is an insightful and practical guide for anyone that struggles with using social media to better communicate with credibility to today's public. Using colorful examples and specific tips, this page turner answers the endless questions we all have about being effect|9781435456525|, "You want to meet people who are in the thick of defining this new space? Agresta and Bough are on the front lines. They spend their days convincing the big dogs that this is THE game. Learn from them, or reinvent the wheel..." -Chris Brogan, New York Times best-selling author of Social Media 101, "The true promise of social media lies in the balance between online and offline relations and the investment businesses make in each. Stephanie and Bonin are walking examples of this balance and we can all learn from them, including me.." -Brian Solis, author of The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, "If you need guides to lead you through the dark woods of social media, you couldn't be in better company than Stephanie and Bonin. Their advice and real-life examples will light the path for you." -Charlene Li, author of Open Leadership and founder of the Altimeter Group, "There's a whole lot of talking in social media and the new web, and what I love about Bonin and Steph is that they're two of the few people that are actually doing the doing..." -Gary Vaynerchuk, co-founder of VaynerMedia and best-selling author of Crush It, "Bough and Agresta offer a radically different view than traditional marketers of what it takes to connect a brand with consumers today. In this Perspectives version, the authors explain that social media is about conversations, not campaigns. It is an insightful and practical guide for anyone that struggles with using social media to better communicate with credibility to today's public. Using colorful examples and specific tips, this page turner answers the endless questions we all have about being effective in the digital space." -Julie Hamp, Chief Communications Officer, PepsiCo, "You want to meet people who are in the thick of defining this new space? Agresta and Bough are on the front lines. They spend their days convincing the big dogs that this is THE game. Learn from them, or reinvent the wheel?" -Chris Brogan, New York Times best-selling author of Social Media 101, "You want to meet people who are in the thick of defining this new space? Agresta and Bough are on the front lines. They spend their days convincing the big dogs that this is THE game. Learn from them, or reinvent the wheel…" -Chris Brogan, New York Times best-selling author of Social Media 101
Table of Content
PART I: REALLY UNDERSTANDING SOCIAL MEDIA. 1. How would you define social media? 2. Why has social media had such a powerful impact? 3. How has social media changed general marketing strategies? 4. Does branding still matter? Has the definition of 'brand' changed? 5. Is social media something that small companies and entrepreneurs can take advantage of, or is it mostly for large players only? 6. How important is personal branding? 7. Should companies allow executives or other employees develop personal brands as representatives if the company? 8. Should traditional marketing efforts be relegated to the museum? 9. How (if at all) has social media altered the consumer buying cycle? 10. What are some of the popular misconceptions many marketers have about social media? 11. Is social media an evolution of marketing, or an evolution of public relations? How has social media changed PR? PART II: IMPLEMENTING A STRATEGY. 12. What is the cost of entry for a social media marketing effort? Is it comparable to the cost of traditional marketing efforts such as TV and print? 13. Is it possible to run a regional SM campaign, or is it impossible to contain? 14. Should marketers seek to integrate social media efforts with traditional efforts, or should they be kept, planned, and run independently from each other? 15. If there is room for SM and traditional efforts to be integrated, what strategy should be planned first: social media, traditional or should they both be planned simultaneously? 16. Are there any tools that are 'must haves' for every social media marketing effort? PART III: MANAGING, MEASURING, AND ACHIEVING SUCCESS. 17. What accounts for success in a social media marketing campaign? 18. How is social/ media measurement different from traditional marketing measurement. 19. Is it possible to monetize engagement (in other words, is there a direct relation between social media and sales)? 20. Once information is out on the social Web, it can be hard if not impossible to take back. What can you do in the event of a mistake? 21. Are agencies necessary, or can brands handle social media campaigns on their own? PART IV: JUST FOR FUN. 22. What will the Internet look like three years from now? Ten years from now? 23. What would you consider to be the best social media campaign ever run? 24. What would you consider to be the worst social media campaign ever run? 25. Which companies (other than your own) really seem to 'get it' when it comes to social media marketing? 26. Which industry experts do you admire and why?
