Does all the hype surrounding social media make sense?
Isn't it time that somebody tried to deconstruct all this bullshit?
#NOT a real book (Just a screed)
Does all the hype surrounding social media make sense?
Isn't it time that somebody tried to deconstruct all this bullshit?
What are social media? Are they the same websites we used to call social networks? Why did we start calling them social media?
What is social media marketing? Are companies doing it right? Does it make sense to send your website visitors to Twitter and Facebook?
Do people really want to "engage" with brands? Do companies really want to have "conversations" with their customers?
What is the value of a Facebook "like"? What is "organic reach"? What happens now that the free lunch is over?
The 15 Questions:
1. What Are Social Networks?
2. What Are Social Media?
3. What Is Social Media Marketing?
4. Are Companies Doing It Right?
5. Why Are Companies Sending People Over to Social Media?
6. Does It Make Sense?
7. Do People Really Want to Engage With Brands?
8. Do Companies Really Want to Engage With Their Companies?
9. Are Social Media Useful for Customer Service?
10. What Is the Value of a Facebook “Like”?
11. What Does “Earned Media” Mean?
12. What Is “Organic Reach”?
13. Is the Free Lunch Over?
14. What Happens Now?
15. What Is the Dumbest Social Media Stunt Ever?
Download it now: it's a smart 15 minutes' read.
Excerpt
INTRO
Does all the hype surrounding social media make sense?
Isn't it time that somebody tried to deconstruct all this bullshit?
What are social media? Are they the same websites we used to call social networks? Why did we start calling them social media?
What is social media marketing? Are companies doing it right? Does it make sense to send people who visit your web site to Twitter and Facebook?
Do people really want to "engage" with brands? Do companies really want to have "conversations" with their customers? Conversations about what?
What is the value of a Facebook "like"? What is "organic reach"? What happens now that the free lunch is over?
Professional Reviews
Time well spent
Question 13 is the killer question.
If you only read one question in Massimo Moruzzi’s short, sharp and totally penetrating screed, make it that one.
And if you’re wondering why social media really doesn’t add up as a business proposition (unless you own shares in Facebook), read the rest.
Rights some common misconceptions about social media
As the title suggests, this book takes 15 common questions about social media and answers them. It's short and to the point, and the answers may not be quite what you were expecting. The book busts some myths (or at least some common misconceptions) along the way. If you're thinking of using social media for marketing or branding it's worth taking a read and at least considering the information in this book. There's still a place for social media marketing but it's changing all the time and a lot of brands are doing it wrong. The author of this book takes a brief look at how and why.
15 minutes
First of all, even if the author had written white pages only, plus the bibliography, the latter would be well worth the time of reading.
There is content too: Moruzzi knows either the world and the history of advertising very well and in a few pages he offers a provocative and well-centered glimpse on the world of online advertising.
His opinion: bull***t. Companies waste time and money in seeking impossible conversations with an elusive audience that's really not interested t all in them.
I find the opinion a bit excessive and think this pamphlet lacks any pars construens. Nonetheless, reading it costs around fifteen minutes. In exchange, you get a brilliant and caustic analysis of the "state of the nation" of online advertising, a lot of insight into the greatest advertising stunts in its recent history, a look at the work of Howard Gossage (perhaps the greatest in the field), and also a good knowledge of what's not working, why it isn't working, and what solutions are, in fact, not quite solutions at all.
It's really hard thinking of another book with a more favorable ratio of worthiness versus time for reading. For free. These fifteen minutes, if you are in online advertising at any extent, are to be taken.
I haven't read your screed, but I agree with the premise… Bullshit. Like this site, so-called, "social," media sites allow people to bullshit, gossip and do stupid things that they ordinarily wouldn't do but think they are insulated by being online (and often anonymous--they think). That's why I never joined "networking" sites like LinkedIn. People like to be liked and so many people out there feel that they are disliked, so they are grasping at straws.
Branding seems to work. Coca-Cola is probably the classic example. Selling carbonated sugar water at an outrageous price, their brand is everywhere. It makes me wonder what it costs them for advertising. But, it seems to work because the brand is so iconic that it is even considered a prize artifact if on anything over 50 years old. Unfortunately, that will not apply to Internet content because that content will never get old, archaic (maybe) or antique.
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