Perspectives on Social Media Marketing

by Jason Miletsky (Editor), Stephanie Agresta, B. Bonin Bough

PERSPECTIVES ON SOCIAL MEDIA MARKETING addresses 89 of the most compelling and important issues that marketers face on a regular basis when it comes to social media, providing advice and insight on how to deal with each issue from the perspective of two thought leaders in this arena: Stephanie Agresta from Porter Novelli and B. Bonin Bough from PepsiCo. Together, they discuss what social media is, how it has changed the marketing landscape, how to implement a tactical and strategic social media plan across your organization, how to best measure the ROI of a social media campaign, and more.

304 pages, Paperback

First published September 16, 2010

Reviews

[Taylor Ellwood · Rating 5 out of 5]

In this book, the Brand and Agency perspectives on social media are featured by B. Bough and Stephanie Agresta. In reading this book, I didn't really get a sense of differing perspectives, so much as agreement between the two authors on social media marketing. I liked the perspectives they offered, and how while they focused some on technology and marketing, they managed to weave in some concrete discussion on social behavior on social media. I also liked the examples both authors provided of what they thought of as good or bad social media marketing. The variety of questions provided to the authors were thought provoking and informative as were the answers. If I have one complaint about this book, it's that both authors are firmly rooted in working with big businesses. While I think a small business owner can still learn a lot from this book, I would also argue that a lot of the information applies more to larger businesses that have resources smaller businesses don't have. With that said, this is a valuable resource book for any social media marketer and business owner that wants to use social media as part of their marketing efforts.

[Heather · Rating 1 out of 5]

This book is just a series of questions. The word “perspectives” in the title is misleading; there are 2 people asked a series of questions who generally agree with each other, and when they get tired of saying the same things over and over they quote someone else saying the same things they would.

Eventually starts repeating itself, by asking the q in different forms (one “writer” even says at one point “I think by now you know what I’m going to say” and then in the very next chapter he simply says “What a horrible question.”)

Not really new info; more of an instrument for convincing someone to use social media who hasn’t yet (who is that? No marketer I know, and no one else would be reading this)

Reading the questions and coming up with your own answers more effective – until the questions eventually become repetitive.

I skimmed most of the nearly 300 pages, frankly, and didn't find much of use.