No Bullshit Social Media The All-Business, No-Hype Guide to Social Media Marketing

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2011-09-01
  • Publisher: Que Pub

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This is the first no-holds-barred, no B.S., no "Kumbaya" guide to social media marketing for business. It's the perfect book for every decision-maker who's ready to move beyond soft platitudes about social media "conversations," and achieve results: measurable improvements in sales, profitability, efficiency, and brand value. Top social media marketing consultants Jason Fells and Eric Decker take a relentlessly practical business value of social marketing, focusing on business drivers and effective metrics. They systematically address common executive objections to social media, offer realistic guidance on reducing its risks, and present up-to-date statistics and case studies demonstrating its business value. You will find the expert help you need to apply social media to drive business, achieve quantifiable improvements in brand value, deliver superior customer service, improve R and D, strengthen corporate reputation and customer communication, and much more.

Author Biography

Jason Falls is a consultant, speaker, strategist, and thinker in the world of digital marketing and social media. He is the owner of Social Media Explorer, a social media consulting service, as well as Exploring Social Media, a learning community. He works with corporate clients, developing and managing their social media and PR strategies. He is a highly sought-after speaker, traveling around the country to speak to various trade associations, conferences, and corporate groups.


Erik Deckers is the co-owner and vice president of creative services of Professional Blog Service, a ghost blogging and social media agency. His company works with both small businesses and large corporations. Erik has been blogging since 1997, and he speaks widely on social media topics for personal branding, business, crisis communication, and citizen journalism. He is also a newspaper columnist and award-winning playwright.

Table of Contents

Introductionp. 1
Social Media Is for Hippies. Social Media Marketing Is for Business.
Ignore the Hype. Believe the Factsp. 9
Social Media and the Hype Cyclep. 11
The Problem with What Social Media Purists Preachp. 15
But Asking About Roi Is Asking the Wrong Questionp. 16
Seven Things Social Media Marketing Can Do for Your Businessp. 19
Enhance Branding and Awarenessp. 19
Protect Brand Reputationp. 20
Enhance Public Relationsp. 21
Build Communityp. 21
Enhance Customer Servicep. 22
Facilitate Research and Developmentp. 23
Drive Leads and Salesp. 23
When You Add "Marketing," It's About Businessp. 24
Endnotesp. 25
It's Not Them; Ifs You!p. 27
Today's Consumer Is Different. You're Still the Same Old Dinosaurp. 29
You Never Controlled Your Messagep. 31
If Social Media Can Help Overthrow a Government, What Will It Do to a Company?p. 32
It's Not About Being on Social; It's About Being Socialp. 34
If You Don't Trust Your Employees, You Hired the Wrong Peoplep. 36
Don't Blame It on IT, Compliance, or Legalp. 38
Social Media Doesn't Violate Company Policy People Violate Company Policyp. 39
So What Can You Do with Social Media?p. 40
The Ball Is in Your Courtp. 41
Endnotesp. 42
Your Competition May Have Already Kicked Your Assp. 43
Your Audience Doesn't Trust You Anymore, Anywayp. 45
Go Ahead, Buy an Adp. 47
But We're a B2B Company; We Don't Countp. 48
Destroy Your Printerp. 49
The Shipping Industry Goes Socialp. 50
But It Doesn't Have to Be That Complicatedp. 50
Do You Want to Be Greg Tackett or His Competition?p. 51
Endnotesp. 52
Here's the Secret: There Is No Damn Secret!p. 55
Social Media Marketing Is Not About Technology, It's About Communicationp. 56
Tools Change; the Need for Messaging Won'tp. 57
Social Media Is Not an Advertising Medium, but Social Platforms Can Bep. 58
This Ain't "Rocket Surgery"p. 61
Starting in Social Media Is Like Asking an Investor for Moneyp. 61
Social Media Marketing Is About Planning and Measuringp. 64
Five Mind-Set Shifts That Make Successful Social Media Marketing Managers (and One Caveat)p. 65
How Social Media Marketing Really Works
Make Some Noise: Social Media Marketing Aids in Branding and Awarenessp. 71
Your Brand Is What the Community Says It Isp. 73
Traditional Marketing and Its Metrics Have Lied to You for Yearsp. 77
Why We Can't Measure Traditional Marketing and Prp. 78
Why We Can Measure Social Mediap. 79
Compare Costs Between Social Media and Traditional Mediap. 81
What Traditional Marketing Costsp. 82
What Social Media Marketing Costsp. 83
The 500 Million Water Coolers Are Now One Big Onep. 84
Putting Metrics Around Branding and Awarenessp. 86
Endnotesp. 89
It's Your House: Social Media Marketing Protects Your Reputationp. 91
What Is "Crisis Communication"?p. 95
You Just Can't Wait for Traditional Media to Catch Up or Get It Rightp. 96
When You Don't Listen or Respond, You Get Chi-Chi'dp. 98
Steps for Dealing with Detractorsp. 100
But It's Not Always About the Negativep. 101
Protecting Your Reputation Has a Technology Side, Toop. 102
Putting Metrics Around Protecting Your Reputationp. 104
Endnotesp. 107
Relating to Your Public: Social Media Marketing and Public Relationsp. 109
Public Relations Is Not Only About the Mainstream Media Anymorep. 112
Journalists Are Using Social Media, Toop. 115
Social Media Lets Pr Skip the Gatekeepers and Editorsp. 116
Quit Waiting for Traditional Media to Catch Upp. 117
Avoiding the Filter of the Traditional Mediap. 118
The New Media Relations Landscapep. 119
Crisis Communication Starts Months Before You Have a Crisisp. 122
Dealing with Detractorsp. 123
Putting Metrics Around Public Relationsp. 125
Endnotesp. 127
The Kumbaya Effect: Social Media Marketing Builds Communityp. 129
Understanding Different Types of Communitiesp. 133
There's More to Building Community Than Just Making Friendsp. 135
Measuring Communityp. 136
You Can Even Build Community Around Scissors!p. 138
But What If Our Competition Shows Up in Our Community?p. 140
Okay, So How Do You Do This and How Much Will It Cost?p. 142
Endnotesp. 145
It's About Them: Social Media Marketing Drives Customer Servicep. 147
Why Do You Want to Hear from Your Customers?p. 150
Putting Your People Where Your Mouth Isp. 151
You Can't Help Everyonep. 152
You're Not the "Jackass Whisperer"p. 153
Sometimes It's Just Two Little Wordsp. 155
Putting Metrics Around Customer Servicep. 157
Measuring Customer Service Savingsp. 159
Endnotesp. 161
Get Smarter: Social Media Marketing Drives Research and Developmentp. 163
Collaboration Is the New Blackp. 164
Collaborating with Customers Breeds Customersp. 165
Let's Collaborate About Scissors...Yes, Scissorsp. 166
Papa's R&D Is in the Housep. 168
Measuring Research and Developmentp. 169
It's Adding R&D to Your R&Dp. 171
But We're a Small Business; We Don't Do R&Dp. 172
How to Plan For Research and Developmentp. 175
Endnotesp. 177
It's All About the Benjamins: Social Media Marketing Drives Salesp. 179
Nothing's Wrong with Advertisingp. 182
Advertising Is Outbound. Social Media Is Inboundp. 183
Case Studies in Social Media Marketing for Salesp. 184
The Pis and the Kpisp. 185
Putting Metrics Around Salesp. 187
We Know What It Can Do; Now How Do We Do It?p. 190
Endnotesp. 191
Get Off Your Ass, Would Ya!
Remedy Your Fears with Sound Policyp. 193
Why Do We Need a Social Media Policy?p. 195
The Question of Ownershipp. 198
What Can Employees Do at Home?p. 199
Telecommuting Is Not the Same as Personal Networkingp. 200
What Should a Social Media Policy Includep. 200
What Should You Do About Privileged Information and Avoiding Giving Advice?p. 204
Trust Employees, but Not Everyone Should Speak for the Companyp. 205
Who Should Enforce It?p. 205
Let's Be Clear on the Responsibilityp. 207
What If People Spend Too Much Time on Social Media?p. 208
Endnotesp. 209
Assign Responsibility and Be Accountablep. 211
The Question of Ownershipp. 212
A Quick Review of the Pros and Consp. 213
Marketingp. 213
Salesp. 214
Public Relationsp. 214
Customer Servicep. 215
Who Should Not Be in Chargep. 215
The Ideal Setupp. 216
Social Media Management Is for Senior Staff, Not Internsp. 217
Who Are the Ideal Social Media Practitioners?p. 218
What If Your Employee Becomes a Social Media Rock Star?p. 219
The Models of Social Media Managementp. 221
Hold Your Team Accountablep. 223
This Is Not a Sandbox. It's a Businessp. 225
You Know What It Can Do, Now Decide What You Want It to Dop. 226
Done Is Better Than Perfectp. 228
Turn Your Plan into Actionp. 229
Planning for the Unexpectedp. 231
Sometimes You Can't Do It Alonep. 233
Endnotesp. 236
Being Socialp. 237
Being a Social Business Makes Customers Proud to Wear Your Badgep. 238
Social Media Marketing Is More Than Just Businessp. 239
Kickstarters to Change a Traditional Mind-Setp. 241
Kickstarter No. 1- Hear, Then Listenp. 242
Kickstarter No. 2- Share, Then Solvep. 243
Kickstarter No. 3- Launch, Then Learnp. 243
Kickstarter No. 4- Trust, Then Adjustp. 244
Kickstarter No. 5- Give, Then Getp. 244
In the End, It's a Businessp. 245
Endnotesp. 247
Indexp. 249
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