Increasingly marketers are having to accept that social media is here to stay and that they will need to learn how to adapt and thrive to the era of social media marketing. There have been a few very good books published in the last year or so that successfully introduce and explain how modern marketers can compete in an increasingly social world. Chris Brogan and Julien Smith’s 2010 best-selling Trust Agents is one and now a new book has arrived that is equally worth reading: The Power of Real-Time Social Media Marketing.
Written by experience US marketers Beverly Macy and Teri Thompson, The Power of Real-Time Social Media Marketing explains how to take advantage of today’s fluid business environment and develop innovative way to meet market demands.
Best of all, the book uses a series of case studies to illustrate how various organizations are harnessing the power of social media. this has been something previously lacking from social media marketing books and is particularly instructive.
Case studies include The American Red Cross, Direct TV, USA Today, Wahoo’s Fish Tacos, Mazda and The Roxy Theatre so there is plenty of variety.
Finally the book touches on the area we’d all like to nail, social media analytics and measurement. It provides a shopping list of desired measurements but is a little lite on the tools to gather them, although Australia’s Jodee Rich gets a plug for his PeopleBrowser business.
This is a good book for the marketing manager looking for greater understanding.