Showing posts with label social media. Show all posts
Showing posts with label social media. Show all posts

Ultimate Guide to Search Engine Optimization: Drive Traffic, Boost Conversion Rates and Make Lots of Money (Entrepreneur Magazine's Ultimate Guides) Review

Ultimate Guide to Search Engine Optimization: Drive Traffic, Boost Conversion Rates and Make Lots of Money (Entrepreneur Magazine's Ultimate Guides)
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Ultimate Guide to Search Engine Optimization: Drive Traffic, Boost Conversion Rates and Make Lots of Money (Entrepreneur Magazine's Ultimate Guides) ReviewThis SEO guide favors natural search over paid search. And half of the book is devoted to indirect topics.
This guide has some SEO good content but stops short. As Amazon points out, the book is illustrated, but the illustrations are not of SEO examples. And they're so faint and small as to be illegible. The book is missing examples of SEO in general. For example, what's the best way to work meaningful hypertext into a backlinked article? What's the best way to avoid a duplicate content penalty when creating a media room or distributing content?
Another issue with the book is the content which is semi-useful. There are lists and lists of resource links in the back but they have no descriptions. The chapter about psychographics is simplistic to the point of inaccuracy and isn't integrated with the rest of the book. The chapter on black-hat SEO is interesting but not overly useful. And there's a whole chapter devoted to long-tail keywords which combined may not surpass the results of primary keywords. The small chapter on conversion can't do the topic justice. The individual sections on dumping a server log to Excel and outbound links are intriguing but just plain confusing.
One more issue with the book is the lack of information, ex. on important HTML and page layout techniques that can boost SEO, on the fact that many search engines feed each other. Paid search content glosses over ad creation and omits bid strategy. The resource links in the back omit one of the major web analytics firms and all search engine monitoring sites.
While this book has some merit, it should have stuck with SEO specifically (not site development, psychographics, conversion, etc.) and provided more detail. As it is, it cannot be used as a sole reference. And the title's implication that the book can help the reader "make lots of money" is misleading. Even good SEO doesn't guarantee that.Ultimate Guide to Search Engine Optimization: Drive Traffic, Boost Conversion Rates and Make Lots of Money (Entrepreneur Magazine's Ultimate Guides) Overview

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The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right Review

The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right
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The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right ReviewLike many others, I consider Debbie Weil one of my favorite marketing writers. My husband has a 2-inch thick, 3-ring binder of many of the previous columns and newsletters. Her writing is concise, focused, but never dull, and so are her blogs.
Debbie was one of the first to recognize the potential of corporate blogging, and it was a natural fit.
Debbie Weil's Corporate Blogging Book is an outstanding example of what a genuinely helpful non-fiction book should be.
It begins with a "fast read" chapter that gets your attention: "Top Twenty Questions about Corporate Blogging." She avoids ground already covered, and focuses on corporate blogging objectives and objections.
Those who want to introduce blogging to their firm will appreciate the way Debbie candidly addresses reasons for corporate hesitation, and shows how to overcome frequently-heard objections.
Debbie outlines a detailed plan for implementing a corporate blogging program that addresses corporate issues, rather than getting sidetracked on soon-to-be-obsolete technical issues or "fad of the moment" promises. Numerous examples, questions, quotes, and resources round out the package.The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right Overview

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Do It Wrong Quickly: How the Web Changes the Old Marketing Rules Review

Do It Wrong Quickly: How the Web Changes the Old Marketing Rules
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Do It Wrong Quickly: How the Web Changes the Old Marketing Rules ReviewWho would have thought you'd ever hear an engineer encourage failure? Well, author, engineer and IBMer, Mike Moran does in his new book.
This book does more than make the case for a more nimble and carefree attitude. In today's supercharged marketplace, especially on the web, marketers cannot afford to wait for perfect. They need to track and react to the consumers quickly and adjust as they go.
Moran encourages listening and watching consumers and taking their lead. The book is an easy read, broken into manageable chunks of information. The best part, in my opinion, is the third section. Moran offers not only encouragement but suggestions on how to bring this new way of thinking into a corporate climate.
Well worth the time and money. I can't imagine you could read this book and not do a few things better, smarter and more profitably.
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The Arf Listening Playbook Review

The Arf Listening Playbook
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The Arf Listening Playbook ReviewFor many years Jack Trout, the world's top expert on positioning, insisted on the importance for a brand to claim a singular idea in the minds of consumers.
Of course in reality things are not so simple, and Trout allowed for different expressions of this positioning across different cultures and different communications platforms. Still, this conceptual land claim of exclusive territory in the consumer's mind was the objective.
Positioning becomes more challenging as brands expand across different cultures, as Millward Brown's Nigel Hollis observes in his book The Global Brand (2008). Though difficult to execute, positioning nonetheless remains a key marketing objective.
Arguably the greatest challenge to top-down corporate positioning of brands is the exponential rise of consumer-generated content. Dr. Andreas Weigend, the former Chief Scientist at Amazon.com has observed that there was more consumer-generated content created in the past year than in all the rest of human history combined.
What this means for brands is the rise of the Attention Economy, and strategies to effectively cut through the clutter and capture mindshare are more critical than ever.
The days when a corporation could simply impose a brand's positioning on the supposed tabula rasa of a consumer's mind are over, because consumers are now coming to the table with preconceived ideas about your brand that they are sharing with other consumers at the click of a mouse. Furthermore if there is a discrepancy between C2C content and B2C content, C2C content will often win.
Thus for B2C communications to succeed in the future, they will have to be more aware of, sensitive to, and opportunistic in surfing C2C communications. Go with the C2C conversational flow, because Word-of-Mouth rules.
This is why the ARF's Listening Playbook by Steve Rappaport is so timely and important. Corporations that continue to attempt to impose brand positionings and messages from on-high with little regard for existing consumer perceptions and conversations are going to face an exponentially harder challenge as time passes and C2C communication (and impressions) overwhelm B2C communications.
For many years the Advertising Research Foundation has been consistently a thought leader, ahead of the curve of mainstream advertising theory and practice, for example in its important work on consumer engagement led by Joe Plummer, Dr. Robert Heath and Dr. Gerald Zaltman. Once again the ARF remains in the avant-garde with publication of this book.
The ARF Listening Playbook is a very systematic and detailed presentation of state-of-the-art practices in listening to consumer conversations in their natural on-line environments. It presents a definition of listening; the reasons brands listen; the structure of listening initiatives; the objectives that listening initiatives can fulfill; best practices; and a comprehensive and up-to-date inventory of listening vendors. In short, valuable information on almost every page, and everything required to make your marketing significantly more in-touch, intelligent and efficient.
Instead of trying to position your brand through communication brute force, the ARF Listening Playbook shows you how to achieve a detailed read on what consumers are already saying about your brand and its category. This makes it significantly easier to navigate your brand from its spontaneous positioning to your desired positioning by 'going with the winds' and carefully monitoring and managing existing consumer conversations, sentiment and engagement. A must-read for intelligent marketers!
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Social BPM Review

Social BPM
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Social BPM ReviewI helped to put this book together, and wrote one chapter. Here is my review of each of the chapters of this very timely book:
Chapter 1 - This is my chapter I wrote to explore the question, why do people expect business processes to be simple? There is a kind of "shared myth" that one should be able to isolate a simple process model from a business situation. This myth can cause BPM projects to fail when people try to implement oversimplified process models. It also leads people to try to use a predictive methods to support business that is too complex for such simple models. the chapter explores the origin of Newtonian & Cartesian thinking, how to identify it, and suggest that to be successful with social business; we will need to change the mind set of all people in an organization, from the top to the bottom.
Chapter 2 - Nathaniel Palmer - Social BPM can leverage many aspects of social technology. Reputation & trust are an important part of getting business accomplished. Traditional BPM assumes or hard-codes these trust relationships, with Social BPM trust & reputation can be explicitly represented and manipulated at run time, and used directly in the unfolding business process. Three forms of incorporating social technology into BPM are explored; social modeling, social collaboration during runny of a process, and social chatter of tracking events.
Chapter 3 - Keith Harrison Broninski is one of the great thinkers on collaboration technology. We all recognize that knowledge work requires flexibility, and flexibility means charge. He points out that the ability to change by itself is not enough. You have to have constructs that support the management of change itself. Lean & Six Sigma do not explicitly have support for this. He then compares three dominant paradigms: BPM, ACM, & his own "HIM" approaches to support work. For BPM he points out three specific weaknesses with respect to change management:
* it is necessary to decide upfront where the boundary between public & private are
* the essence of BPM is to hide, instead of to share
* mutual interdependence of public / private makes it fragile
He gives a quick description of ACM followed by a detailed description of HIM including how it supports change management though his method called Goal Oriented Organization Design (GOOD). An honest assessment might show ACM & HIM to be considerably more similar than he suggests. Yet his extension to the actual "management of change" makes this chapter significant.
Chapter 4 - Max Pucher maintains a love/hate relationship with Social BPM. Starting with a highly skeptical stance that Social BPM has any firm definition, he goes on to describe why people are interested in the idea of Social BPM: companies need to reduce costs, and at the same time increase innovation. He point to the increasing number of high value knowledge workers, and how those knowledge workers are becoming more influential for wooing customers to the business. This is especially true as we go higher in the management hierarchy, the processes become less and less definable. He warns that fixing those processes with a BPM approach will have costly upkeep that is often not considered at implementation time.
What then should we do? He recommends an adaptive process approach where systems are put into place to allow knowledge workers to respond in real time, of course. He then goes into a well organized defense of empowering knowledge workers and executives so they can set and manage goals flexibly as business advances. He says "BPM and Six Sigma proponents do typically frown on empowerment because they say empowered users would rather create a comfort zone for themselves instead of improving processes for the customer." In many ways, it really comes down to the Theory X/theory Y management dichotomy, but we know that to leverage intelligence of people on the front line, you shouldn't constrain their ability to act. This chapter contains plenty of evidence and support (20 pages) for business leaders who understand that their success depends upon knowledge workers, and need to convince others in their organization that Adaptive Case Management is a valuable option.
Chapter 5 - Sandy Kemsley has been writing about Social BPM (under one name or another) for a number of year and bring a mature perspective to the various ways that social technology might be combined with BPM technology. She starts with Web 2.0, then Enterprise 2.0, and the clarifies that there are four principle ways that social and BPM can be used together:
* collaborative process discovery where people work together to define processes for what might be a traditional BPM environment. Social technology helps to capture the process from those who know it.
* run-time collaboration is a broad category. The basic end of the spectrum might be traditional BPM with aspects of the process modifiable by people and incorporating social network information. At the extreme you can have a full blown ACM approach where people are creating and modifying business processes as they need them.
* process event streams where the records of what the process is doing is shared to others through activity streams, which can be monitored. The real potential here is for process mining to be used to give insight to the business, even when the entire process is not automated, by combining events from BPM together with events from manual activities.
* internal and external BPM communities allow people to collaborate in a more general way, and a less focused way than only on process discovery.
There is a good overview of each of these categories which most readers will find very helpful for understanding product offerings and cutting through the hype that typical surrounds emerging product categories.
Chapter 6 - John Flynn gives a good overview of the workplace, work, and how social technology might change this. He points to the problems of traditional push oriented management, for example capacity planning which fails miserably when unforeseen changes in demand are encountered. "The uncertainty aspect of a process re-introduces the one key component that BPM initiatives often seek to eliminate: human beings." He outlines three types of collaboration: formal collaboration, casual collaboration / crowdsourcing, and mass collaboration. Social technology has an opportunity to modify each of these forms of collaboration, with and without BPM.
Chapter 7 - Piero Fraternali and Marco Brambilla represent the more conservative end of this spectrum of authors when they consider the modeling aspects of social BPM. They see a continuum of of five levels of social support within the business process realm: closed BPM, participatory design, participatory enactment, social enactment, and process mining. Based on the assumption that process models will be based on BPMN, they then propose some extensions to BPMN to support enhanced capabilities that they see social technology bringing to BPM.
Chapter 8 - Steve Russell puts together a good case to show how Social technology enhances the BPM experience for everyone. He defines social technology, and then shows how it enables dramatically different approaches: organic systems vs. organizational structures, communities vs. departments, crowd opinion vs. computed results, and personal networks vs. organizational charts. With an understanding of these differences, BPM is examined for ways that it is traditionally compatible with this. He finished off with a set of enhancements that he suggests BPM systems must have in order to properly make use of the social trend. These include: capture / rank / share everything, promote collaboration, create social feedback loops, use social conventions for non social applications, and make the participant the center of the universe. Good advice.
Chapter 9 - Setrag Khoshofian, Patrick Tripp, Steve Kraus start with a discussion of how social technology allows for greater communications from everyone the voice of the network. Business processes can and should respond to this voice. They talk about traditional BPM versus a case management approach, and how analytics can bring these together.
Chapter 10 - Vikas Nehru and Ajay Khanna focus specifically on customer relationship management and how social media is having a profound effect on this. They explore different ways you can leverage this by combining it with business process support.
Chapter 11 - Ram Ramdas and Jay Pullur give up a detailed study of a specific process: channel management for a multi-chanel retail distribution network. They looked at ad-hoc, structured, and collaborative processes, and examined how social contextual collaboration could be best leveraged.
Chapter 12 - Annelize Booysen and Michelle Booysen cover an unusual case of simultaneous process improvement. It is detailed specific case of improving a particular process where the experts needed to improve the process are spread around the world. The challenge was to use digital communications and social technology to allow these people to work together, to improve the process, and to keep costs literally as low as possible. A great example of social technology for collaborative process design.
Chapter 13 - Roy Altman and Ken Altman examine processes in a medical center. Medical professionals are in many described as "the ultimate knowledge workers" and they have to deal with unpredictable realities every day including the fact that every case has some unique aspects. They provide six reasons that doctors will become increasingly in demand, and thus a system they call "Dynamic Clinical...Read more›Social BPM Overview

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Economic Development Online Review

Economic Development Online
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Economic Development Online ReviewAs a follow up to Economic Development Marketing, Ubalde clearly explains and offers solutions for the different types of online tools economic developers can use to transform a region. Through charts, graphs, stories and screen shots, the book outlines how ED professionals can implement new technologies their private sector customers are using such as Yelp, Four Square, cloud computing, SEO, SEM, SMO, Twitter, to leverage results and gain credibility in the complex and competitive industry.

For example, Ubalde says the implementation of ED strategy should be distributed to a much larger legion of voices and partners that can share, forward, tweet, like and communicate your message.
The days of a select few groupthinkers setting traditional regional economic policy is behind us. The present and future of economic development is empowering individuals in your offline community - who have a presence in these online communities - to share and implement your vision.
ED professionals would be operating irresponsibly by not becoming a user, student and expert of the book's content. Further, creative leaders who set regional economic development strategy would be wise to align with Ubalde's organization - ZoomPropsector.com.
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Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone. Review

Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone.
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Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone. ReviewThis is a book for someone who is unfamiliar with the internet. There are terrific tips scattered throughout, some of which I could really use. My problem with it is that a huge chunk of space is devoted to convincing the reader how important the internet is, how useful it can be in creating a successful business model in this new and exciting digital world. I already know I want to create a presence. I think anyone who picks up this book already knows s/he wants to create a presence. The question is how, but this is not a howto book.
Mitch Joel throws out a bunch of examples of things we can consider doing for our business: pod casts, widgets, blogs, etc. There's not much information about how to get started doing a pod cast, just that we should consider doing it and why it could help. There seems to be an assumption that the audience would be familiar with the technology enough to know how to get started, but such a reader would not need this book.
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Launchpad: Your Career Search Strategy Guide (Volume 2) Review

Launchpad: Your Career Search Strategy Guide (Volume 2)
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Launchpad: Your Career Search Strategy Guide (Volume 2) ReviewWe are pleased to present to you our second volume of Launchpad: Your Career Search Strategy Guide, the industry's first true career search journal, published quarterly with exclusive articles on up-to-date topics from the industry's top career experts.
This volume's featured career experts include: Jason Alba, Brenda Bence, Emily Bennington, Allison Cheston, John Crant, Shawn Graham, Susan Guarneri, Joyce Harold, Heather Huhman, Karen Kodzik, Alexandra Levit, Tim Lutenski, Dan McCarthy, Chris Perry, Brent Peterson, Andy Robinson, Teena Rose, Harry Urschel, Susan Whitcomb and Trevor Wilson.
In this economy and job market, professionals are actively seeking new and creative ways to stay on top of their job search efforts or to increase their job security; however, there are so many different books, blogs and articles from so many different experts and authors for professionals and career seekers to consider.
Our goal with Launchpad is to bring together short, relevant and actionable articles and tips from the industry's top experts into a powerful "one-stop-shop" career search and personal branding resource to save job seekers time, energy and sanity in their pursuit of their next job opportunity.
I am proud to say that our second volume continues to do just that, covering today's hot job search topics including: resume optimization, interviewing, personal branding, career search strategizing, relationship building, professional networking, the use of web 2.0 search tools, and much more.
We hope this serves you well in your career search efforts!Launchpad: Your Career Search Strategy Guide (Volume 2) Overview

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Connection Generation: How connection determines our place in society and business Review

Connection Generation: How connection determines our place in society and business
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Connection Generation: How connection determines our place in society and business ReviewThis book is easy to read and inspiring. It gets you thinking and into action about how to use the web to promote yourself, connect with others and create opportunities. If you have someone in your family that doesnt understand how to use the web to connect - this is the book that will get them jumping onto facebook, sending emails and connecting in ways they never thought was possible.Connection Generation: How connection determines our place in society and business Overview

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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Review

Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web ReviewThe book clearly explains that we're in the process of a paradigm shift here regarding marketing/PR and the like. So props for that. I guess I was looking for more of a manual of "how-to's" in the social media realm. There was some good stuff in here. But as a small business owner I found myself skipping over a fair amount of the pages that were discussing how different departments should respond and what their goals should be. I would say pick this book up if you're part of a big organization trying to better understand "social media" and you want to find a place for it in your mid to large size company.Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Overview

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Managing Electronic Media: Making, Marketing, and Moving Digital Content Review

Managing Electronic Media: Making, Marketing, and Moving Digital Content
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Managing Electronic Media: Making, Marketing, and Moving Digital Content ReviewElectronic media content, in various forms, is becoming increasingly important in the world today. Whether you are in management, distribution, production or the creative side, Focal Press' "Managing Electronic Media" by Joan Van Tassel& Lisa Poe-Howfield is well worth the read. The text is dense, and is what you would expect from a college textbook. Indeed, at the end of each chapter there are exercises and assignments as well as resource rich footnotes for the student or manager who wants to dig more in depth of any section.
The information is far from dry, it gives recent examples and the numbers cited are current. Electronic forms of media is one area of the American economy that is growing, the greater questions come about distribution channels and this book examines them in the kind of detail that readers have come to expect from Focal Press.Managing Electronic Media: Making, Marketing, and Moving Digital Content Overview

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Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution Review

Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution
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Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution ReviewI was looking for a marketing book that would help me reinvent marketing and sales strategies for our organization. I already knew a lot of the basics and was looking for a fresh approach that would help us compete more effectively since our market has changed considerably over the past couple of years. I also needed a book that would guide me through the social media jungle to figure out where I should focus time and money to get the most for our investment. I was not only impressed with the social media advice and recommendations (there is a whole social media strategy and planning guide section) but the entire marketing process that is described as a six step process called PRAISE which stands for Purpose, Research, Analyze, Strategize, Implement, Evaluate and Execute. I think most people (like me) want to go right to lead generation programs like direct mail, email marketing, internet advertising, etc. What I learned from this book was how to create better strategies that would help us find new customers and new markets for our services. By understanding how to make our customer's experiences more valuable and our services stand out from all our competitors, it was so much easier to develop a plan for the marketing tactics we should use. I also learned several ways to measure our marketing that were new ideas and methods I hadn't heard of before.
A nice bonus of this book is all the ideas about company culture and how to use culture as part of your marketing strategy. We already have a great company culture but I never really thought about how it was connected to marketing. The information presented on this topic alone is well worth the price of the book. The 10 Culture Rules at the end of the book is full of ideas that wil benefit not only employees but customers as well. Lots of substance in this book.
-Michelle O'Connor, SVP Learning Strategy & Innovation, CMR Institute
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The New Media Frontier: Blogging, Vlogging, and Podcasting for Christ Review

The New Media Frontier: Blogging, Vlogging, and Podcasting for Christ
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The New Media Frontier: Blogging, Vlogging, and Podcasting for Christ ReviewI just finished reading The New Media Frontier: Blogging, Vlogging, and Podcasting for Christ yesterday, and I think this book is a terrific primer for Christians hoping to better understand new media. The breadth of topics covered in the book virtually ensures that just about anyone who reads it will find something relevant to their lives and ministries, while few will find that every chapter is relevant to them. As somewhat of a new media newbie, I found the book to be very helpful. Also, as a pastor, the book helped me understand various ways to integrate new media into my work in ministry.
The book is broken into two sections, and from there into a total of 15 chapters written by several different authors. The first section is called The Landscape of the New Media. It outlines the current state of new media, forecasts about its future, warns of the potential dangers of embracing it uncritically, and then offers some beginners some tips on entering the world(s) of blogging and podcasting.
I began reading this book expecting it to be one big commercial for new media, but was pleasantly surprised by how balanced it was. Several chapters emphasized the importance of embracing the new media world discerningly (particularly Matthew Lee Anderson's chapter on the dangers of uncritically embracing new media), and the overall message of the book seemed to be that Christians must engage the new media world, but that they must do so with caution.
Chapters 4 and 5 of the book basically provide everything that a new media greenhorn needs to gain a basic understanding of blogging and podcasting. Despite the massive popularity of both blogs and podcasts, they remain a mystery to many (especially many in the church world). These chapters did an excellent job of showing how to get started blogging and podcasting. In addition to showing how to set up blogs and podcasts, the chapters also provided some tips on producing high quality content. The authors of these chapters also effectively made the point that Christians should be engaged in blogging and podcasting.
The second section of the book is called Engaging New Media and deals with several different potential implications and applications of new media. The chapter of theological blogging shows how the existence of blogs has provided a new forum for discussing and debating theology. This can have both positive and negative implications for theological discourse, and thus must be used with care. Tod Bolsinger's chapter Blogging as Microwave Community discusses the various ways that blogging can aid Christian community. Bolsinger does a good job of showing how blogs can facilitate Christian community without being a replacement for it.
The two most helpful chapters for pastors were Mark D. Roberts' chapter Pastors and the New Media, and Rhett Smith's chapter Navigating the Evolving World of Youth Ministry in the Facebook-MySpace Generation. Both Roberts and Smith write from their experience with new media and do a good job of showing the pastoral usefulness. Roberts writes from a senior pastor's perspective while Smith writes from a stutdent ministry perspective. If you're a pastor or ministry leader and you've only got time to read a few chapters out of this book, make sure you read these ones. The reality is that as new media becomes more and more mainstream people will be spending more and more of their lives online, thus it will be increasingly important for churches to have a sophisticated online presence that they can utilize to effectively communicate online.
The rest of the book discusses the effect that new media will have on everything from apologetics to politics to bioethics to social justice to academia. Several of these fields are substantially different now than they were five years ago thanks to new media, and the transformation is far from over. New media has and will continue to effect the way we get our news, the way we get our education, and even the way we advocate for causes we believe in. It is fascinating to consider the access to power that exists for ordinary individuals thanks to new media. While big media stalwarts still wield significant influence, ordinary people are more free to express their opinions, question authority, and otherwise assert themselves online than ever before.
As I said, The New Media Frontier is a great primer on new media. While I found some chapters to be more practically helpful than others, I believe this entire book is worth reading because new media is not going away any time soon. The better the church understands new media the better it can use the tools of new mediia for effective proclamation of the gospel. Whether you are a church pastor looking to utilize new media in your ministry or a lay person who is simply interesting on better understanding the state of online communication, I highly recommend giving this book a read.The New Media Frontier: Blogging, Vlogging, and Podcasting for Christ Overview

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Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work Review

Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work
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Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work ReviewThe author clearly has a point of view, but you may not share it. I didn't see how the author's polemic stance was supposed to contribute to a book about sales promotion. Because of the author's extreme views, I could not imagine using this book as a sales promotion text.Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work Overview

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Outcome-Based Marketing New Rules for Marketing on the Web Review

Outcome-Based Marketing New Rules for Marketing on the Web
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Outcome-Based Marketing New Rules for Marketing on the Web ReviewJohn is one of the most savvy marketers I know. His sage advice is field focused and road tested. He's been in the trenches of both technical marketing as well as years of helping small business find the on-ramp to using the Internet to gain visibility for their brand and products.
The approach of this book is comprehensive yet modular -- you don't have to read through the whole book to begin to get value from what you've learned from each section. John breaks it out into easy-to-consume "chunks" that teach you not only the concepts of Internet marketing, but also the principles of why you do these things. Then he takes you through the how of implementing. The book is particularly well arranged with helpful navigational tools to let you know where you are and summary comments at the end of each section to reinforce what you've learned.
Starting with strategic thinking, he outlines the tactical action items necessary to reach the goals that a company has set. He addresses the different roles in an organization, and how each one manages or contributes to the marketing effort.
But the big payoff is how John explains the use of the major social platforms. He discusses the "rules of the road" for each of them -- LinkedIn, Facebook, Twitter... even Foursquare -- how each is unique, addressing different user populations, use cases, and target audiences. He separates the fact from the fad. And he keeps you out of trouble by explaining the special "Netiquette" of each.
John's particular expertise is SEO, Search Engine Optimization, and I know of no one who is better at doing it. He's been helping companies for years raise their visibility on the Internet, and getting them the most bang for the buck from their web advertising dollar.
This is a uniquely valuable book for any company to either start their online marketing efforts, or to a help a company that is already "on line" to step up their game to leverage latest social networks and platforms to expand their web presence.
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Facebook Marketing: Leverage Social Media to Grow Your Business Review

Facebook Marketing: Leverage Social Media to Grow Your Business
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Facebook Marketing: Leverage Social Media to Grow Your Business Review
I liked this book. I thought it was well written and well outlined. I'm not sure I would have included on the cover the following: "Leverage social media to grow your business." But the book provides a "rough guide" to Facebook. And I think it does a pretty good job.
Over the past year some leaders in the social media marketing realm have been materializing. Besides blogs of all kinds, it seems fair to me to say these leaders include MySpace, YouTube, LinkedIn, and Facebook. I've read and reviewed the following books on some of these platforms:
YouTube for Business (ISBN: 9780789737977)
The Rough Guide to MySpace (ISBN: 9781843538424)
Amp Your MySpace Page (ISBN: 9780071490726)
I'm on LinkedIn, Now What? (ISBN: 9781600050695)
Until I read the instant book being reviewed I had not read any on Facebook. I am aware of "I'm on Facebook, Now What?" (ISBN: 9781600050954). But I haven't seen or read it. If it is anything like the book its author wrote on LinkedIn, then it is probably a good book. However, I think "Facebook Marketing" does a better job covering Facebook than the LinkedIn book did regarding LinkedIn.
This book is NOT about social media marketing per se. It is not going to tell you how to leverage social media in order to grow your business. You will have to read other books on that subject. And the coverage on that topic is expanding and changing as I write this review. What this book is about is the Facebook platform that can be used as a marketer's tool when practicing social media marketing. It tells us about User Profiles, Facebook Groups, how to create Web pages within Facebook, hosting events on Facebook, and other things that one can take advantage of at Facebook.
It's the "other things" that take up half the book that may be nice to know about. But I doubt they are practical for growing a business. But the first half of the book is worth its weight in gold for anyone who wants to use Facebook in a big way to practice social media marketing. 5 stars!
PS. Examine the Search Inside feature offered by Amazon on this book. It provides a detailed Table of Contents for you to examine and see for yourself what is included in this book.Facebook Marketing: Leverage Social Media to Grow Your Business Overview

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Creative Arts Marketing, Second Edition Review

Creative Arts Marketing, Second Edition
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Creative Arts Marketing, Second Edition ReviewIf you are starting out in arts marketing, I think this book provides a good beginning. I was disappointed that there were no author biographies because I wonder what the authors "hands on" experience in the industry has been. I found some of the definitions a little limited in their scope. From someone who is an arts marketer and needs to turn theories into dollars, I found the book to be OK and solid in its advice, rather than ground breaking or terribly innovative.Creative Arts Marketing, Second Edition Overview

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The Ultimate CRM Handbook : Strategies and Concepts for Building Enduring Customer Loyalty and Profitability Review

The Ultimate CRM Handbook : Strategies and Concepts for Building Enduring Customer Loyalty and Profitability
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The Ultimate CRM Handbook : Strategies and Concepts for Building Enduring Customer Loyalty and Profitability ReviewThis is the third book on CRM I've read over the last year and it's certainly been the most useful.
The structure is a little different from other books I've seen on the subject. I guess you could read it end-to-end, but I've found it most useful just reading the section introductions and then dipping into the individual chapters as required. Being honest, I haven't even read all of the content. It's very comprehensive and some of the material just isn't relevant to my work. But the fact I can get to the parts that are relevant, quickly and easily, is what makes this stand out.

Coming from a business background, I also like level it's pitched at. Despite being pretty detailed at times the text is peppered with client examples to show the ideas are still grounded in reality.
So if you are looking for a broad reference source for CRM that puts the emphasis on business as much as CRM then this is certainly worth considering.The Ultimate CRM Handbook : Strategies and Concepts for Building Enduring Customer Loyalty and Profitability Overview

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Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness Review

Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness
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Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness ReviewForget the past; marketing managers are now accountable for the financial and sales results they achieve with the money they spend. They can claim - with the backing of some marketing professors - that too many factors in the sales and marketing orbit are out of their control: the economy, fickle consumers, onerous competition, balky delivery problems, murky customer service, and so on. True, all of these real-life happenstances can undermine clever ads and promotions. Even so, corporate executives are no longer willing to give marketing a pass on accountability. Professor Malcolm McDonald and marketing measurement expert Peter Mouncey offer a useful solution: a layered evaluation system that firms can apply to align their marketing activities with their strategies and financial results. The authors provide metrics and tactics marketers can rely on to substantiate the impact of their work. The book is pretty technical, but its clear, two-color layout helps make its charts and graphs more accessible. getAbstract recommends it most warmly to marketers who already have some analytical expertise.Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness Overview

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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market Review

The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market
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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market ReviewI bought three books on web 2.0 and social marketing. This was the worst of the three.
First it repeats things over and over, as in the book is 400 plus pages and it could easily have covered what she had s original in about 100 pages, many chapters started of with or stated basically the same thought in different words.
The up side is if you are part of a large corporation it can offer some good insights.
The downside if you are a small company or individual marketer, it's not going to help all that much. Yes some of the big corporation case studies can be transferred to a small company but again between the repetitious nature of the book, cute little acronyms it tries to put forth and lack of scalability the books overall isn't useful.
I was and am very surprised so many people in these reviews feels she *gets it* or that the book is filled with great information. For me it usn't at all enlightening except for a few points. Most of it was information that other books cover in much better detail and with much better understanding.
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