Marketing Shortcuts for the Self-Employed: Leverage Resources, Establish Online Credibility and Crush Your Competition Review

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Marketing Shortcuts for the Self-Employed: Leverage Resources, Establish Online Credibility and Crush Your Competition ReviewI just attended a seminar by Mr. Schwerdtfeger and the only thing less than excellent about it was trying to pronounce his last name. I am a web business consultant and the problem is that the possibilities of social media are endless. Mr. Schwerdtfeger makes the steps that work clear and sorts out clearly what does and what does not work, and how exactly to use each form of social media. Each chapter is about 4 pages on one subject, and has a checklist of action steps at the end. This is as close to an action plan as you can find. Anyone using or needing to use social media must have this book. He doesn't say "Use Twitter," he tells you how to make it work for you. He doesn't say "Use Linkedin," but tells you what works and doesn't. BTW--he gave an excellent presentation, but you would also want the book as the details are outlined there. I have been to the workshop, reviewed the book, and read the first 8 chapters. I am definitely finishing it this weekend to develop polish up my social marketing action plan.Marketing Shortcuts for the Self-Employed: Leverage Resources, Establish Online Credibility and Crush Your Competition Overview

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E-Habits: What You Must Do to Optimize Your Professional Digital Presence Review

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E-Habits: What You Must Do to Optimize Your Professional Digital Presence ReviewAn insightful e-discovery and behavior Monitoring Analytics narrative. I appreciate the use cases presented in sharing Cataphora's core E-Habits: What You Must Do to Optimize Your Professional Digital Presencetechnology.E-Habits: What You Must Do to Optimize Your Professional Digital Presence Overview

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Internet Searches for Vetting, Investigations, and Open-Source Intelligence Review

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Internet Searches for Vetting, Investigations, and Open-Source Intelligence ReviewI have been a private investigator for more than 25 years. When I started in this business computers were scarce and the Internet had not yet been commercialized. Everything was done with a pencil and telephone. I have a lot of experience so it is hard for me to find books that are useful. I buy books hoping to learn one or two new things. Edward J. Appel, a retired FBI agent is the author. His company has done work for me so I knew the quality of his work and assumed his book would be at the same level as his investigative efforts. I wasn't disappointed.
The book is 320 pages and broken into 4 sections. Appel begins with a chapter about behavior and technology which orients the investigator/analyst on the growth and use of the Internet. He discusses the usefulness of the Internet as an investigative tool and the transformations the Internet is making through social and technological advances. Along with the benefits for investigators comes the darker side of the web, and Appel examines its criminal exploitation.
The first section provides a great introduction and is geared toward corporate investigators and security personnel tasked with monitoring IT systems, vetting employees and guarding company intellectual property. In Section 2 Appel outlines legal and policy issues related to using information from the Internet in investigations. He identifies liability and privacy issues and laws addressing these concerns such as the Fair Credit Reporting Act. He also dedicates a chapter to litigation, defamation, and invasion of privacy torts.
Appel develops a framework for preparation and planning of successful Internet research. He covers basic information about search engines, metasearch engines, social networking sites and search terms.
I found the chapters Automation of Searching and Internet Intelligence Reporting to be the most enlightening. Reducing time spent searching and analyzing information, seems like a no-brainer. But I would bet the number of investigators who have looked for automated solutions to their collection efforts is small. The Internet Intelligence Reporting section recommends the format and organization of a report as well as what to include and how to cite sources.
Internet Searches for Vetting, Investigations, and Open-Source Intelligence, like many trade publications, is on the pricey side. However it delivers with content and is an easy read. It met my criteria for a successful investigations book because I learned much more than two new things.
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Pulse: The New Science of Harnessing Internet Buzz to Track Threats and Opportunities Review

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Pulse: The New Science of Harnessing Internet Buzz to Track Threats and Opportunities ReviewI suppose I'm the pragmatist in the group, who mostly enjoys reading when it provides meaningful and measurable results to what I do in my life and work. Doug Hubbard consistently provides practical science in everything he writes; and, in "Pulse: The New Science of Harnessing Internet Buzz to Track Threats and Opportunities" he helps me stay ahead of the incoming wave far enough to make the difference.
Doug Hubbard has continued where he has left off with his other works, specifically "How to Measure Anything: Finding the Value of Intangibles in Business", and has proven the information needed to make the critical, fast-paced, informed descisions for today is available online and can be quickly interpreted. For folks like me, he walks through the process of breaking down the cultural and conceptual obstacles that stands in the way and gives step-by-step advice on how to implement the Pulse as part of a Decision-Making process. His other best-selling books are 5 stars (user-reviewed!) in difficult and critical business categories; Pulse will join that elite group.
I purchased the Kindle version for my iPad so that I could bookmark, highlight and have it close by as a reference tool. As a Searchologist, I recommend it highly.
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Privacy in Context: Technology, Policy, and the Integrity of Social Life (Stanford Law Books) Review

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Privacy in Context: Technology, Policy, and the Integrity of Social Life (Stanford Law Books) ReviewAn amazingly smart book, written with clarity and verve. It's fantastic to see someone writing in the area who so deeply understands the technology, and understands the normative issues it implicates.Privacy in Context: Technology, Policy, and the Integrity of Social Life (Stanford Law Books) Overview

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Internet Management for Nonprofits: Strategies, Tools and Trade Secrets (The AFP/Wiley Fund Development Series) Review

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Internet Management for Nonprofits: Strategies, Tools and Trade Secrets (The AFP/Wiley Fund Development Series) ReviewTed Hart and James Greenfield have led another team of experts in creating a sequel to 2005's Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising Success. Internet Management for Nonprofits: Strategies, Tools & Trade Secrets is not a rehash, but a new effort to provide nonprofits with a clear understanding of the effective tools available and how to integrate them.
This review takes its title from one of the chapters. I'm working for a global nonprofit and can truly say that we operate with "no borders." Our tools are varied and allow us to work across oceans as though we are next-door neighbors. Building an online community for fundraising support, social networking and collaboration, volunteer management and recruitment, web design, multichannel fundraising, e-governance, mobile technology, security, and more, are discussed in depth.
If you're in nonprofit marketing, fundraising, communications, program content development or a webmaster, Internet Management for Nonprofits is for you.Internet Management for Nonprofits: Strategies, Tools and Trade Secrets (The AFP/Wiley Fund Development Series) Overview

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Zarrella's Hierarchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas Review

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Zarrella's Hierarchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas ReviewOK, as a social media maven for... well, since the word was invented, I figured Dan's read would be perfect yawn material for curing my fractured sleep cycle.
Not so. In fact, I should have known better. Anything stamped "Domino Project" is almost a sure bet. This is no exception.
Here's the intro paragraph to help align your brain to the following content:
"If you've read about social media or been to any marketing conferences, you've probably heard tons of advice like "love your customers," "engage in the conversation," "be yourself," and "make friends." I call this "unicorns-and-rainbows advice." Sure, it sounds good and it probably makes you feel all warm and fuzzy. But it's not actually based on anything more substantial than "truthiness" and guesswork."
But wait, it gets better.
In addressing the Spread of Ideas (or Viralness, the favorite meme of social media marketers everywhere), Dan developed a simple hierarchy, similar to Maslow:
1- "The person must be exposed to your content. This means that the person has to be following you on Twitter, be a fan of your page on Facebook, subscribe to your email list, and so on.
2- The person must become aware of your specific piece of content (the idea you want to spread). He has to read your tweet or open your email message.
3- The person must be motivated by something (generally in the content itself) in order to want to share the idea with his contacts.
Now, at this point you're going "Isn't this Seth Godin's Idea Virus all over again?"
Well yes. And no. Because quite a few years have elapsed. What worked then (Seth giving away a PDF to drive book sales at, uh, Borders...;-) could be construed as noise now. Unless you've been busy building an audience and a platform - which is the REAL focus of the book.
Oh, and metrics. METRICS. Measuring social media results is something Dan doesn't take lightly. And neither should you.
There are graphs. There are charts. And there are meaningful baselines to work from. The pie is not in the sky. It's on your (social media marketing) plate. Get your slice.
Here's one of Dan's finishing thoughts:
"Now you know better. You know how to see through the unicorns-and-rainbows myths. Don't listen to the snake-oil salesmen when they deceive you with their prescriptions for exotic tonics. You have science now. Marketing shouldn't be based on luck. You can produce results from social media that are reliable and repeatable. You have control.
For social media experts, there will be some "duh" level content. But even so, it's sprinkled liberally with plenty of new "a-HA!" insights to make even those boring old standards take on new color.
I'm giving it 5-Stars. Not because it's Seth's label. (Though I long to be on Domino... someday... someday...).
Because it's relevant. Fast-acting (read it before your next marketing meeting - and rock the house). Fun. And makes sense.
BTW: Hubspot is also a cool company. Dharmesh Shah and Mike Volpe are awesome folks in the industry, who don't compromise. And have set new standards (if you haven't used their Website Grader, do it today. It's free, and will get you started on the road to REAL online optimization - we're just pissed they give it away - we wanted to sell a similar service for $$$).
Other people in this genre' worth watching include David Meerman Scott (one of my very favorites). Start here: The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly - all of his works are excellent. You can also get a taste on his blog, WebInkNow.com.
Chris Brogan is legend: The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue
Ann Handley rocks - Total Stat Queen: Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series)
To craft your own social media goodness, here's the writing tool of champions (includes social media keyword search results and other fun tools): Novel Writing Software - ThoughtOffice Muse Creative Writing Software Suite Mac OSX - Windows XP-7
If you don't know Guy Kawasaki, you're clinically dead. Enchantment: The Art of Changing Hearts, Minds, and Actions
And nothing is sweeter than making your social media efforts into your passionate living. Nobody says it better than Hugh MacLeod: Evil Plans: Having Fun on the Road to World Domination
That's a rap, folks. Get social. Measure results. Build your platform. Engage. And have a blast on the way.Zarrella's Hierarchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas Overview

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The Net Delusion: The Dark Side of Internet Freedom Review

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The Net Delusion: The Dark Side of Internet Freedom ReviewIn The Net Delusion, Morozov positions himself the ultimate Net "realist," aiming to bring a dose of realpolitik to discussions about how much of a difference the Net and digital technologies make to advancing democracy and freedom. His depressing answer: Not much. Indeed, Morozov's book is one big wet blanket on the theory that "technologies of freedom" can help liberate humanity from the yoke of repressive government.
Morozov clearly relishes his skunk at the garden party role, missing few opportunities to belittle those who subscribe to such theories. If you're one of those who tinted your Twitter avatar green as an expression of solidarity with Iranian "Green Movement" dissidents, Morozov's view is that, at best, you're wasting your time and, at worst, you're aiding and abetting tyrants by engaging in a form of "slacktivism" that has little hope of advancing real regime change. The portrait he paints of technology and democracy is a dismal one in which cyber-utopian ideals of information as liberator are not just rejected but inverted. He regards such "cyber-utopian" dreams as counter-productive, even dangerous, to the advance of democracy and human freedom.
Much of the scorn he heaps on the cyber-utopians is well-deserved, although I think there are far fewer of them around than Morozov imagines. Nonetheless, there certainly is a bit too much Pollyanna-ish hyper-optimism at play in debates about the Net's role in advancing liberation of those peoples who are being subjected to tyrannical rule across the planet.
But Morozov simply doesn't know when to quit. His relentless and highly repetitive critique goes well overboard. We can all agree that technology is just one of many tools that can be harnessed to keep the power of the State in check or advance important civic / charitable causes; other factors and forces play an even more important role in promoting democracy and, in particular, ending tyranny. Yet, in his zeal to counter those who have placed too great an emphasis on the role of information technology, Morozov himself has gone too far in the opposite extreme in The Net Delusion by suggesting that technology's role in transforming States or politics is either mostly irrelevant or even, at times, counter-productive.
The more profound problem with Morozov's thesis is that, if he is correct that the Net poses such risks, or undermines the cause of democracy-promotion, isn't the logical recommendation that flows from it technology control or entertainment repression? He never really makes it clear how far he'd go to put the information genie back in the bottle since he simply refuses to be nailed down on specifics int he book. But his tone throughout the book -- speaking of the Net as "a great danger," and "a threat" with many "negative side effects" -- seems to suggest that some form of technological control or information repression may be necessary.
Morozov is on somewhat stronger footing in highlighting the paradoxical danger of voluntary information exposure in an age of ubiquitous digital connectivity and communications. But let's say it is true that social networking tools and other digital technologies which allow greater online personalization and socialization also potentially facilitate increased government surveillance by the State. What are we to do about that? Again, he doesn't really say.
He also scores some points for rightly pointing to the hypocrisy at play in the United States today -- by both government and corporations --" when it comes to the promotion of Net freedom globally. American leaders in both government and business need to better align their actions with their rhetoric when it comes to the interaction of government and technology. Too often, both groups are guilty of talking a big game about the Internet and freedom, only to later take steps to undermine that cause. But, strangely, he continues on to suggest that we should simply get used to the increasing politicization of the Net, even though it's unclear how that would help his cause.
To summarize, Morozov is quite right about the excessive euphoria currently surrounding the relationship of the Net to politics and regime change, but I think he's gone a bit overboard in The Net Delusion.
[My complete review of Morozov's "Net Delusion" can be found on the Technology Liberation Front Blog]The Net Delusion: The Dark Side of Internet Freedom Overview

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SAR A NETWORKING GUIDE FOR GRADUATES HC Review

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SAR A NETWORKING GUIDE FOR GRADUATES HC ReviewI have read the 3 other "Some Assembly Required" books and really enjoyed the Graduates or "Black" edition. Anne Brown does a great job of explaining how recent graduates can benefit from networking not only in advancing their careers but in getting that first job as well. This along with "Grad to Great" make great gifts for any recent Graduate.SAR A NETWORKING GUIDE FOR GRADUATES HC Overview

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The Business of Influence: Reframing Marketing and PR for the Digital Age Review

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The Business of Influence: Reframing Marketing and PR for the Digital Age ReviewPhilip Sheldrake's book on influence is one of the most rewarding reads I've had this year. It's not for the faint hearted and requires concentration as it is simply JAM packed full of nuggets of wisdom and insight. In fact, I think this book will become a reference book for me over the next 6 months. I love the way that Philip tries to help people in my industry align activity and tactics to real business value and insight. I think he provides a thought provoking framework to help shape how businesses are structured and how they need to change mindsets and adjust to the new world that surrounds us all. The Influence Scorecard, builds on the Balanced Scorecard and similar business performance management approaches and is certainly something I want to get my head around so I can take this back into businesses that I work for. I highly recommend this read for ANYONE in marketing, communications and PR, it's simply a must read.The Business of Influence: Reframing Marketing and PR for the Digital Age Overview

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Social Media for the CEO: The Why and ROI of Social Media for the CEO of Today and Tomorrow Review

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Social Media for the CEO: The Why and ROI of Social Media for the CEO of Today and Tomorrow ReviewEve Mayer Orsburn appropriately titled her book 'Social Media for the CEO,' as the book addresses the very fundamental issues confronting business leaders in the social media realm. Orsburn presents the reasoning for adopting social media for your business with straightforward reasoning and examples that any professional can relate to. This book is about more than just how to tweet or how to set up your Facebook page. Rather, Orsburn explores in depth the communications strategy needed to effectively convert social media success to business growth. Perhaps the most important aspect of this book is Orsburn's Social Media Equation, which lays out a formula to guide content production and interactions. A must read for every business professional!Social Media for the CEO: The Why and ROI of Social Media for the CEO of Today and Tomorrow Overview

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Pre-Commerce: How Companies and Customers are Transforming Business Together Review

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Pre-Commerce: How Companies and Customers are Transforming Business Together ReviewI met the author of this book at the South By Southwest conference in Austin yesterday, and received a copy of the book as well. I've been reading it since yesterday and wanted to share an early endorsement. If you are in sales, marketing, management or otherwise care about your company and its survival, buy this book and begin to study it. Precommerce defines in very clear terms the role customers now have in making decisions about your products, people, company and brand. And how companies must acknowledge that traditional marketing (eg: the 4Ps) are now virtually obsolete in a world where customers and potential customers can interact directly and in communities across the web often without ever visiting your corporate web site, reading your sales materials, etc.
Buy this book. Read it. Discuss it. Precommerce should become a new term in business in order to understand what customers are doing today BEFORE they buy -- or make the decision not to.Pre-Commerce: How Companies and Customers are Transforming Business Together Overview

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Well Connected: An Unconventional Approach to Building Genuine, Effective Business Relationships Review

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Well Connected: An Unconventional Approach to Building Genuine, Effective Business Relationships ReviewThis is an extraordinary book that presents a completely new approach to developing and using business relationships in a dramatically more effective way. I've been a client of the author and familiar with his approach, but I still found the book to be a fantastic and enlightening read.
The book presents a kind of a "unified field theory" in which the author explains why typical networking usually doesn't work and often erodes business relationships, all as a predicate to offering a values-based approach that shows respect to one's current and prospective colleagues and allows networkers of different personality types, including shy people like me, to play to their strengths in a much more natural way. Having made the case for pursuing business relationships based on mutual advantage and clear strategic objectives, he then presents a step-by-step framework with cogent illustrations that bring his new way of seeing things to life.
The author has a much more realistic and mature understanding of the challenges we all face when engaging in such complex activities as looking for a job, clients, funding, or vendors than any of the many books I've read on the subject. His advice is particularly astute for experienced workers with significant accomplishments under their belt, but who face intense competition at higher levels of career advancement. There are no cliches or fads or silver bullets in this book, just an exceptionally thoughtful and original approach to a set of problems we all face and a lively and realistic roadmap for making it your own.Well Connected: An Unconventional Approach to Building Genuine, Effective Business Relationships Overview

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Viral Loop: From Facebook to Twitter, How Today's Smartest Businesses Grow Themselves Review

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Viral Loop: From Facebook to Twitter, How Today's Smartest Businesses Grow Themselves ReviewPenenberg deftly explores the viral growth of businesses through a few historical stages. Tupperware is a good early example, but the book really takes off when he delves into the dawn of the web, a period the author has a tremendous grasp on. He knows this history and the people who shaped it as well as anyone, and brings to it a shrewd analysis that carries through to the more current examples. Unlike too many other books in the category, it is extremely well-reported.
For someone who grew up alongside the Internet, reading the book gave me a richer understanding of the developments that brought us to the current stage. It's impossible not to notice that without a Web there is no Mosaic there is no Netscape there is no IE there is no Google there is no Myspace, Flickr, Facebook, Twitter, there is no whatever's next. Every one of those businesses grew in a strikingly similar way. Which means that the next ones will as well; a powerful lesson for anyone working in the digital space.
Viral Loop is a rare business/tech book that looks back lucidly at the past, is astonishingly relevant to what is happening TODAY, and won't seem the least bit dated in the coming years--if anything, I bet it'll seem prescient.Viral Loop: From Facebook to Twitter, How Today's Smartest Businesses Grow Themselves Overview

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The New Handshake: Sales Meets Social Media Review

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The New Handshake: Sales Meets Social Media ReviewI thought I was a semi-expert on social media. That was until I picked up a copy of the New Handshake: Sales Meets Social Media. This book will naturally appeal to corporate professionals and sales people who have not yet accepted what potential value Facebook, Twitter and Linkedin (to name a few) may add to their marketing arsenal. On the other hand, there are people like myself -- a Director of Marketing for a small business, a blogger since 2006 and one who's been comfortably Tweeting on behalf of nonprofits, businesses and my own personal agenda since Fall of '08. While I'm fairly comfortable (maybe too) with the branding and communication aspects of social media, reading The New Handshake is helping me to construct "a plan" to make the most of my creative messaging. The introduction alone reads like a well written tale on the history of sales. So, not only is The New Handshake a useful and educational tool for us marketeers, it's a page turner as well. I plan to buy at more copies as gifts for my fellow bloggers, social media-ites and biz buds who are always looking for new ways to advance their careers.The New Handshake: Sales Meets Social Media Overview

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The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business Review

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The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business ReviewIn 18 chapters this book places the rise of social media in several contexts: generational, technological, and economic. Chapters address how adopting social media affects a company's marketing and sales, customer service and support, platforms and IT infrastructure, employee responsibilities, recruiting practices, and the duties of the chief information officer and chief marketing officer. The 21 contributing authors explain why social media policies must cross departmental boundaries and isolated practices. They discuss how marketers and business analysts need to adopt new measurement methods to account for the streams of brand-related information consumers constantly post to the web. A company can define its ROI in social media from many angles, including an consumer attitudinal perspective, a behavioral perspective, and an organizational standpoint, as well as from a transactional or conversion standpoint. The book recommends that companies adopt an emerging online communication discipline called Social Community Marketing. From this perspective, brand-building efforts evolve from a mass-marketing model (which aims to acquire as many customers as possible) to a more targeted, tailored approach that initiates and maintains genuine conversations with customers.The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business Overview

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Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory) Review

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Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory) ReviewMichelle Golden's book, "Social Media Strategies for Professionals and Their Firms" is incredibly valuable and worthwhile, right from the start. It may be the definitive book right now to use to understand what "social media" really means and then implement and apply it to your professional firm.
The book is written in a very conversational, informative style, which will be extremely helpful to those new to "social media," as well as those already actively using Twitter, Linkedin, Facebook and blogging for business purposes, who want to learn more and go to the next level.
The book is full of real examples, definitions and adaptable suggestions. It will help you to think about your "strategy" and how to implement social media into your business. The book is very well designed, so that it can either be read through, or used as a reference tool to learn more about a specific topic. Michelle clearly explains the rationale and issues regarding social media in general (which is outstanding), then provides the What, Why, and How to use each of these tools, as well as Tips for each. She has even included a very detailed footnote section, for those interested in further reading or support for her content, as well as a thorough Glossary.

This book will definitely be helpful to professional firms (both small and large, for a partner in charge or the social media "champion"), as well as anyone else who has an interest in applying social media for their business. This is an excellent book, which I highly recommend. Anyone who wants to learn more about this topic will find this a must-have book.
Disclosure: I have no relationship with the author of this book, other than being "connected" via Twitter.
Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory) Overview

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Everywhere: Comprehensive Digital Business Strategy for the Social Media Era Review

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Everywhere: Comprehensive Digital Business Strategy for the Social Media Era ReviewI just finished this book and it does a great job describing the dynamic now in play at every organization regarding social media. It illustrated how social media is going on a whirlwind tour throughout your organization touching areas I never expected it to touch. It's not like the early days of the internet - where you can hire a bunch of coders, stick them in a corner and have them create your website and do all things web - its much more involved and truly touches "everywhere" in your organization. Because of that you need a comprehensive strategy that will involve the whole organization and leverage the human network and human capital typically trapped in organizations of all sizes. This book does an excellent job of explaining and then illustrating with real world examples how to create a strategy that will unlock the power hidden everywhere in your organization. Excellent read - thank you Larry!Everywhere: Comprehensive Digital Business Strategy for the Social Media Era Overview

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The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Review

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The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change ReviewThis excellent book focuses on how social media have the power "to make a difference." In a way, that's what all the books about social media are about. However, the special focus of The Dragonfly Effect is to emphasize the behavioral components that drive the actual impact of social media campaigns, and "make them stick," to reuse the expression coined by Chip Heath, who wrote the foreword of the book. The dragonfly metaphor gives the authors the four wings of the model that governs the efficiency of a social campaign: Focus + GET (i.e. Grab Attention, Engage, Take Action): "A dragonfly travels with speed and directionality only when all for wings are moving in harmony," the authors note. Each wing constitutes a chapter, and each chapter details the specific design principles for building up the emotional contagion process.
The book starts with the powerful story of two teams who ended up joining forces, Team Sameer and Team Vinay. Contrary to most social media stories, we are not in a fairyland here: Sameer Bhatia and Vinay Chakravarthy both lost their battle against leukemia in 2008. But both teams achieved phenomenal success by making an impact, not only by raising awareness about donating bone marrow, but also by getting tangible results - i.e. changing mindsets and doubling the number of South Asians registered with the National Marrow Donor Program (NMDP).
The initial condition of success in social medial is to have a focus; in other words, "to hatch a goal that will make an impact." This focus is driven by five design principles: Humanistic, Actionable, Testable, Clarity, and Happiness. Yet, focus, however clear it may be, is not enough. How are you going to stand out in an "overcrowded, overmessaged, and noisy world?" This is when the art of "grabbing attention" comes in, with its own design principles: send out a message which is personal, unexpected, and visual, triggers a visceral reaction, and subsequently enables people to connect with your goal -- engage. People will join your cause if you tell them a story in which they can believe, if you are authentic, address them when they can listen, and if, in turn, you respond to their engagement. Once this is done, you have all the basic prerequisites for people to feel empowered and take action. This is the sort of groundwork that gets 100,000 people to join your Save Darfur Facebook group. "Your goal is to inspire and enable your group to take action." In short, "movements that begin online must be backed by real-life action; otherwise, there is no point."
The book reads well (and is well-written), and again, has the merit emphasizing the social psychology side of leveraging social media both for the initiator and the followers of a social media movement. Multiple examples relevantly illustrate the point of the authors. We may take some exception, to a certain extent, with the use of the Obama campaign as a model. While it is true that the Obama social media campaign itself exemplifies the four wings of The Dragonfly Effect and showed efficiency in making people vote, it is also obvious that Obama failed to create an enduring movement capable of morphing into a lasting political groundswell supporting him as President. An additional chapter could have dealt with the art of stringing campaigns together with a more precise analysis of the complexity of the dialectical interactions between the online and the real worlds. While it is customary to emphasize the social media aspect of the Obama campaign, the actual efficiency of the campaign was founded upon a complementary relationship between the analog and digital worlds. The physical side of the Obama tribe fizzled out, which, in turn, made his team overlook the necessity of coining an efficient social media message moving forward. No Social Web can affect change without a "ground crew" on Terra Firma and, as Dan Ariely mentions in this afterword, an understanding of the predictable irrationality "of what motivates the people behind the social network."The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Overview

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Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships Review

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Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships ReviewIf you work in marketing for any size company there are three reasons you need to buy AND READ this book.
1) You'll gain the knowledge you need to spend your dollars wisely.
2) You'll learn the technical terms that will let you ask the right questions in the right way with the right words.
3) You'll see that you absolutely need to stop whatever you are doing immediately and get a social media strategy. The world is changing before our eyes!
Thanks Paul and Eric for your bravery and willingness to go to market with your book first. I wish I had your foresight and your courage!
Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client RelationshipsSocial Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships Overview

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