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Socialnomics: How Social Media Transforms the Way We Live and Do Business Broché – 26 novembre 2010
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- Nombre de pages de l'édition imprimée320 pages
- LangueAnglais
- ÉditeurJohn Wiley & Sons Ltd
- Date de publication26 novembre 2010
- Dimensions15.35 x 2.21 x 22.7 cm
- ISBN-100470638842
- ISBN-13978-0470638842
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Détails sur le produit
- Éditeur : John Wiley & Sons Ltd; revised and updated ed. édition (26 novembre 2010)
- Langue : Anglais
- Broché : 320 pages
- ISBN-10 : 0470638842
- ISBN-13 : 978-0470638842
- Poids de l'article : 394 g
- Dimensions : 15.35 x 2.21 x 22.7 cm
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Must-have in a social world.
First reluctant to buy it, then so satisfied !
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Amazon, Qualman reminds us, did a stellar job when it introduced the concept of affinity marketing, but as efficient as it was, it had its shortcomings, especially if buying My Little Pony for your niece was a one-time thing. Going a step further, Amazon started to showcase other books that people who bought the same book as the one you are looking at, also bought. The social media approach is a next era and shows that in the "people-driven economy," effective affinity marketing is a contagious recommendation process operating within affinity groups. Instead of being told what people in general are interested in, we want to know what people in our network, people we appreciate, would advise based on their experience - an experience to which we tend to pay attention because we generally trust our friends. "People referring products and services via social media are the new king. It is the world's largest referral program in history." This is a new world that Qualman calls "the world of socialnomics."
A few years ago, the very notion of "socialnomics" would have sounded like an odd linguistic construct, and, in the end, simply meant "management/rules of what is social," just as economics originally designates the management/rules of a household. In many respects, the term "socionomics," coined by Prechter in 1999, could have also been used, as it is the "study of social mood and its results in social actions." However, through the word "socialnomics," Qualman wants to emphasize the idea of an economy governed - I should say "mediated" -- by social media as it leads to the creation of innumerable communities and tribes. This "social-media mediation" is perceived by individuals as a form of disintermediation and deliverance, shielding them from the marketing litanies imposed upon them by impersonal marketing machines. What we hear in our social media world comes from people we have chosen to listen to. The intermediaries are not mercenary message-carriers (or so we hope), they are peers of sorts and therefore, are not perceived as middlemen (even when there can be a bit of a sandwich man about them). This is why the world of "socialnomics" is not felt as yet another form of social pressure. We have the freedom to select the circles to which we belong, ensure that they mirror our needs and tastes, exchange points of views and ask questions with the hope of getting a candid response.
The eight chapters of the books analyze the new challenges and opportunities that the social media re-segmentation and restructuring of the market will present to businesses. Are customers going to reduce their reliance on the results they get from search engines? It is most likely. "I care more about what my neighbor thinks than what Google thinks," if I want to buy a baby seat. It is also obvious that customers expect companies to converse with them in "open, two-way conversations" and that customer "services" are poised to become the customers' voice and, consequently, a central part of marketing departments. Therefore, "businesses need to fully transform to properly address the impact and demands of social media." And companies that fear to venture into the open, display their customers in the social media fora, will atrophy much faster than they think. Installed bases are joining the "Glass House Generation" at a fast pace, and follow its lifestyle -- hang out anywhere and at all times in public view. Qualman indicates that "by 2012, eMarketer projects that more than 800 million users worldwide will participate in social networks via their mobile device, up from 82 million in 2007." Meeting these new challenges as well as leveraging these new opportunities will definitely require new skills and new tools!
The problems I have with this book stem from my perception that the author offers what seem like well pondered conclusions but reveals no data, no research and very little support evidence or hard quantitation so I was left to wonder if these "facts" are based on hard data or on the author's own biases and cheery assumptions.
He seems to talk about the 2008 U.S. presidential election a little too much throughout the book which is a bit annoying for business professionals looking for application and then late in the book Qualman delves into human resource management as related to social media and it just seems to go a bit overboard. Advice like, "[hire young talent and] simply get out of the way because the young talent may be vastly more talented in certain areas" may be accurate but it is so vague and general that it is worthless advice. One assumes he means that because young talent is much more in tune with social media that they will be able to perform better at job functions that have ties to social media, but again, no specifics, no details and no supporting evidence for this claim. It is at these moments in the book that it seems the author is a bit too much of a kool-aid drinking cheerleader simply repeating, "this changes everything." We've heard all the hype already. Now let's get down to specifics. His passion is clear but hard data is lacking.
That being said, the overriding message of this book is important for all business managers who need to understand how social media changes the game and why they cannot wait to embrace the future with social media touching just about every aspect of business and consumer behavior. Qualman makes the case as to why it isn't all going away anytime soon.
I recommend this book for those new to social media or those managers who still need to be convinced that it is the future direction of marketing. If you are already familiar with the space and are looking for advanced "how to" methods and detailed case studies then this is probably not the book for you.
--Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
I was a newspaper reporter at the time and clearly remember walking out of his apartment, looking at the sky and thinking "It's all going to change. The way we communicate is all going to change."
About two years ago I stumbled upon a YouTube video Social Media Revolution […]. When it was done I sat back, took a deep breath and thought. "Oh my God. It's happening again."
Per usual, the book is WAY better than the movie.
History is repeating itself. Today's Facebook page is yesterday's Web site.
I believe that the proof is in the "putting" and I have put copies of this book in no less than a half-dozen other people.
If you're looking for some kind of historical of factual review of Social Media (as if! it's barely old enough) then you're looking in the wrong place.
Socialnomics is one of those books you'll read and if you have a modicum of experience using social media for business or non-profit business, will leave you sitting back with a big "A ha," sense of "now I get it."
It's a casual, dare I say "social" book, on how to use social for a purpose.
If you're into any type of marketing or sales it's a must read. Because as Quallman says in the book, it's not a question "If" you're going to use Social Media in your business, it's a question of how well you're going to do it.
Socialnomics isn't going to write out the game plan, but it sure will show you the new rules.
This book is very "pro social media" in that it focuses mostly on the positive aspects and downplays the negative aspects. While it is a bit biased and full of opinions, it also contains several interesting facts and some good advice. The author, Erik Qualman, works for Ford Motor Company and is considered by some people in the business world to be extremely knowledgeable about social media marketing.
A good aspect of the book is that it is very comprehensive. It discusses several social media sites not just Facebook, Twitter and LinkedIn. It also mentions Pinterest, Glass Door, Zillow, Open Table, Digg, Reddit, etc. The author provides information and advice on social media to businesses, politicians, educators, students, employees and people in general. There is also a comprehensive FAQ near the end of the book (again filled with helpful information but mostly opinions).
Businesses will reap the most benefits from reading this book. It describes how they can build their brand, compete, market to customers, do damage control, provide customer service, etc. It also gives specific scenarios in which businesses did things right versus when businesses handled things all wrong.
Throughout the book, but more so towards the end, the author predicts and explains the need for social media sites to become more interconnected in the future. However, he also once again downplays the risks associated with so much sharing of information.
Once again, this book is helpful and educational especially to people who aren't very experienced with social media. It is definitely worth reading and even more so if you are responsible for marketing a business.
In the old days large corporations and traditional media would try to control their message,whereas now regardless of your message (good or bad) the power of social media spreads that message freely. Hence, smart companies will ensure that they generate the value in the market place. Companies looking to market in this new medium must be responsive to their customers or they risk losing market share.
The internet and social media have transformed the marketing landscape because people now have a voice and they are free to express their opinions globally. Social media platforms like Facebook, MySpace, Twitter, YouTube and more, are revolutionizing how we interact with our friends. The author "Erik Qualman" does an excellent job of highlighting the challenges and opportunities that various industries have had in adapting to this new social media environment. The book shows the radically different approaches that companies have had as it relates to social media. This includes the varied views of the travel industry verses the music industry to include mainstream media.
The good news for companies that understand this new medium is that the cost of submitting your message has gone down to nothing. In most cases, you can market for free and the internet gives you leverage that traditional media just doesn't have. The opportunity in this new social media world is that companies can devise methods by which to generate interest about their products. If this is done correctly your audience will even help you to market your brand, almost like the Tom Sawyer principle.
Socialnomics is an excellent resource for those who are desirous of learning how they might capitalize on the power of social media. If you need to understand the relevance of social media in marketing, this book puts everything into perspective!