Friends with Benefits
Friends with Benefits: a Social Media Marketing Handbook is a good entry level social media book that provides a general overview of the developmental process, useful tips on Do’s and Don’t in the social networking realm, and a collection of scenarios to help readers gain a deeper understanding in terms of what it means to build a “social relationship. The audience for this book would most likely be professionals who need to adapt to the changing environment of how marketing and promotion is done. These marketing professionals hold mid-level management positions that need to involve in the day-to-day workings of social media and, more importantly, navigate around the evolving landscape of social media integration and how it would affect their business decisions.
The book provides practical insights into tools such as RSS, blogging and social media platforms. All social media should include reaching the following objectives: foster customer relationships, solicit user feedback, establish expertise by promoting particular members within an industry sector, research the market and receive direct feedback, provide technical support and customer service, connect with journalists and industry bloggers, and deploy damage control at times of emergency. The book provides many examples of building a community within the industry circle as well as reaching out to expand the company’s influence across industries and platform. The social media tools would generate timely updates and make possible for marketing professionals to engage in direct communication with consumers who are using their goods and services, especially during times of emergency and negative press. However, it is crucial to note that as much as social media can do, traditional forms of marketing tactics should not be taken less seriously because they are still the primary channels in which target markets and customers can be reached, especially in terms of B2B communication. Trade shows, real-world word of mouth, and media relations are not to be dismissed because social media is solely meant to aggregate the effects of these traditional tactics through innovative communication and maximizing influence via the Internet. Also, the book makes the point that too much success too soon might lead to early demise of the social media marketing campaign. There needs to be sufficient logistical back-end support to push for consistent success and to maintain a high level of user satisfaction (i.e. if a restaurant receives raving reviews online, and customers rush to the restaurant, there isn’t enough space to accommodate, or the level of services goes down, the effects will be irreversible and result in negative feedback via social media tools).
In terms of Baym’s four major social discourses of the new technology: technological determinism, social construction of technology, social shaping, and domestication of technology, the book of my choosing fits well with the social shaping aspect. Social media is changing the way marketing tactics are utilized. Professionals now days must think inclusively how social media tactics contributes to the overall success of the marketing campaign. To be unrepresented on the Internet is to be invisible, and there is so much truth in that especially in the current context of digital advancements. Digital marketing is the new trend that is going to last and the influences of how social media will shape the conversation will only grow exponentially.
Ivy Y.