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Socialnomics: How Social Media Transforms the Way We Live and Do Business, by Erik Qualman
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Review
“A 2010 Finalist for the Berry-AMA Book Prize for the Best Book in Marketing”
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From the Author
Thanks for making my book #1 in 8 different languages. Per your (my readers/fans) requests , I've updated and added ten new chapters to the best selling original. I hope you enjoy!
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Product details
Paperback: 336 pages
Publisher: Wiley; 2 edition (November 6, 2012)
Language: English
ISBN-10: 1118232658
ISBN-13: 978-1118232651
Product Dimensions:
5.7 x 1 x 8.8 inches
Shipping Weight: 14.4 ounces (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
242 customer reviews
Amazon Best Sellers Rank:
#397,791 in Books (See Top 100 in Books)
Where's the meat? He forgot all about the economics part. Totally disappointed because I was hoping for a book geared to helping small businesses Navigate the complexities of social media. Instead, Qualman gives lots of opinions with no facts, no studies, not even any success stories for businesses. In fact, his only success story at all is about the Obama campaign and he uses it over and over again.He gives a few examples of big business and brand building But he never gives numbers, ROI, or revenues generated.. His idea of success is for businesses to just give everything away for free; God forbid you should even ask for the email address in exchange because according to him your consumers are just going to flame you.It's pretty dated as well because most of his references are from 2008 and 2010. Most frustrating of all is the total lack of economics, and lack of a strategy for an existing small business to profitably benefit from social media.Skip this book and pick up something bye Jeff Walker or Perry Marshal and you'll be far better off.
Qualman does a very good job telling the reader why social media and social media marketing are not flash-in-the-pan fads that will be gone within a few years. Savvy marketers and brand builders must understand the new media environment in which they are operating and embrace it as the future. It is how things will be for a long time to come. Qualman helps you understand the environment and offers some insights on how others have leveraged social media to their perceived advantage.The problems I have with this book stem from my perception that the author offers what seem like well pondered conclusions but reveals no data, no research and very little support evidence or hard quantitation so I was left to wonder if these "facts" are based on hard data or on the author's own biases and cheery assumptions.He seems to talk about the 2008 U.S. presidential election a little too much throughout the book which is a bit annoying for business professionals looking for application and then late in the book Qualman delves into human resource management as related to social media and it just seems to go a bit overboard. Advice like, "[hire young talent and] simply get out of the way because the young talent may be vastly more talented in certain areas" may be accurate but it is so vague and general that it is worthless advice. One assumes he means that because young talent is much more in tune with social media that they will be able to perform better at job functions that have ties to social media, but again, no specifics, no details and no supporting evidence for this claim. It is at these moments in the book that it seems the author is a bit too much of a kool-aid drinking cheerleader simply repeating, "this changes everything." We've heard all the hype already. Now let's get down to specifics. His passion is clear but hard data is lacking.That being said, the overriding message of this book is important for all business managers who need to understand how social media changes the game and why they cannot wait to embrace the future with social media touching just about every aspect of business and consumer behavior. Qualman makes the case as to why it isn't all going away anytime soon.I recommend this book for those new to social media or those managers who still need to be convinced that it is the future direction of marketing. If you are already familiar with the space and are looking for advanced "how to" methods and detailed case studies then this is probably not the book for you.--Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
Socialnomics takes its name from the combination of Economics and Social Media. The book is a decent overview to the concepts behind Social Media. As an instructor of Social Media Marketing (Google Jason McDonald and Social Media) , I am always looking for new ideas and new topics to share with my students. Qualman has a good way with words, pointing out - for example - that "Word of Mouth" is becoming "World of Mouth" via Social Media, but in many ways the book reads more like a New York Times magazine piece than a practical guide to Social Media. Especially for businesspeople or marketers seeking to leverage Social Media as a marketing venue, this book falls short.Much of the book deals with the now obvious trends in Social Media. Seeing what your friends like, or buy, on Facebook encourages you to buy the same. Or, if you are researching a new type of baby carriage... knowing what similar friends recommend is a good thing. More interestingly, Qualman points out that nothing remains private for ever on the Internet - we all live in Glass Houses - so be careful what you post - both companies and persons. He also indicates that Social Media is often supportive, or intertwined, with traditional marketing, as in the Saturday Night Live spoofs of Sarah Palin that went viral and also boosted traditional viewership of SNL.So, as a magazine piece or journalistic read, this is a decent book. I am always looking for Social Media Marketing ideas for myself, my students, and my clients... and here there are good tidbits but no overarching conceptual framework. The author criticizes Google and pay-per-click advertising and points out how advertising on Facebook or LinkedIn may be more valuable, since it is based on profiles rather than keywords. Using Social Media for advertising or marketing should have been a major focus of a book marrying economics and social media, but unfortunately it is a relatively minor part of this work.All in all, a good - but no great - read.
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