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Giving The Business to Social Media - The Book

Giving The Business To Social Media - Hype, Hope, Bust, Reality is our work in progress critiquing the general "wisdom" about the need to be involved in social media. It explains why much of what is accepted is in fact, unproven and wrong. This section includes excerpts, prepublication material, and out-takes from the book. It is not currently available, stay tuned for publication information.
  • Excerpts   ( 1 Article )

    Excerpts from Giving The Business To Social Media - Hype, Hope, Bust, Reality. Articles may differ somewhat from the final version as they are unedited pre-release versions.

  • Window On Social Media   ( 9 Articles )

    From Giving The Business To Social Media - Hype, Hope, Bust, Reality, these pieces are from special sections of the book that highlight interesting, odd or contradictory information about social media and business.

  • Book Outakes   ( 2 Articles )

    When one writes a book, there's often material that is edited out, and doesn't make the final cut. This can happen for a number of reasons that have nothing to do with the quality of the culled text, or sometimes, it indeed is that the text just doesn't "cut it".

    In this section you will find segments that in all probability will not make it into "Giving The Business To Social Media - Hype, Hope, Bust Reality.

    As material removed from the book, you may find various grammatical errors, or other goofs, since they are unedited.

     
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MicroThoughts

Go Where The Customers Are? NOT

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MicroThoughts

As a business you have to choose where to put your efforts on social media so there is a fit between the needs and mindset of your potential customers, and what you have to offer how you offer it and when yo offer it. If you don't you become an annoyance — social media spam.  

Mashable no-no

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In response to a Mashable article about how Starbucks supposedly used social media to bring one million people into their stores in a day:

This is just terrible "journalism". First, the giveaways brought the people in. Second, we have no idea how many people came for the freebies hearing on it from Twitter or not. Third, They could have pulled people into their stores with this promotion in any of a number of ways. This is not a social media success, anymore than having sandwich board guys outside of each store would constitute a success for loitering.

 

Quote:

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If you get the bulk of your information ABOUT social media THROUGH social media, your conclusions and understanding of it are going to be biased and quite out of whack.

 

Myth of Consumer Empowerment

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When you see someone expounding on how social media is empowering the consumer or shifting the power balance, you can be sure that the person understands NOTHING about power and influence. It's illusion based on false idea of how things change via use of power. Individuals have no more power than they ever had to affect things, and collectives (groups) only have power if they can be made to act in concert in the real, not virtual world.  

Being Heard

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The psychological need or desire to be heard is so powerful that we are willing to pretend that our tweets and status updates are being attended to, read, and thought about, even when it's clear that almost nobody is paying much attention. That's why people actually continue to talk about the trivialities in their lives even if nobody ever responds. That's one strong need!!

 

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