- Gebundene Ausgabe: 288 Seiten
- Verlag: John Wiley & Sons; Auflage: 1. Auflage (8. September 2009)
- Sprache: Englisch
- ISBN-10: 0470477237
- ISBN-13: 978-0470477236
- Größe und/oder Gewicht: 16,4 x 2,5 x 23 cm
- Durchschnittliche Kundenbewertung: 4 Kundenrezensionen
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Socialnomics: How Social Media Transforms the Way We Live and Do Business (Englisch) Gebundene Ausgabe – 8. September 2009
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"A 2010 Finalist for the Berry-AMA Book Prize for the Best Book in Marketing" -- Dieser Text bezieht sich auf eine andere Ausgabe: Digital Download.
Social media platforms like Facebook, YouTube, and Twitter are fundamentally changing the way businesses and consumers behave, connecting hundreds of millions of people to each other via instant communication. This is a massive socio-economic shift that is fundamentally changing the way consumers and companies communicate and interact with each other.
Welcome to the world of Socialnomics-where consumers and the societies they create online have a profound influence on our economy and the businesses that operate within it. Online word of mouth and the powerful influence of peer groups have already made many traditional marketing strategies obsolete. Today's best businesses and marketers are learning to profitably navigate this new landscape.
Brands can now be strengthened or destroyed by the use of social media. Advertising is less effective at influencing consumers than are the opinions of their peers, making direct-to-consumer marketing messages less valuable each day. But savvy companies are using online networking sites as massive focus groups and as an efficient means of communication with consumers. If social media isn't a part of your business strategy, you've already fallen behind the curve-and your competition.
In Socialnomics, Erik Qualman offers a fascinating look at the impact of social media on business to reveal what the future holds and how businesses can best take advantage of it. He explores how social media is changing the way businesses produce, market, and sell products; how it eliminates inefficient marketing tactics and middlemen; and how businesses are connecting directly with their customers through popular social media platforms.
Social media will continue to change the way businesses market products and how consumers and businesses interact with each other. If you're a marketer or business owner, the big question is whether you'll keep up with those changes. Socialnomics is an essential resource for anyone who wants to understand the implications of social media, and how to tap its power to increase sales, cut marketing costs, and communicate directly with consumers.
From a social point of view, with increased transparency, it is not only the kids of the "Glasshouse generation" (sic) that are growing up with a new set of rules. Everyone in the social media age is more transparent. However, in Qualmans view, this should not necessarily be regarded as a risk or threat to the individual"s privacy. Quite contrary, people should take on the responsibility for working on their own brand (status updates etc.). Who you associate with and how you are embedded within a network will say more about yourself than any data you might enter yourself into your social media profile. The potential downside is that "what happens in Vegas stays on YouTube". So we will have to start living our lives more responsibly, which will, according to Qualman, benefit society as a whole. He assumes that the rise of social media brings about the "Death of Schizophrenia": We will all lead our lives more responsibly and try to avoid any behaviour that could leave us with posted pictures of ourselves wearing beer bongs on Facebook.
This will in turn result in extra curricular activities becoming more popular (music, theatre, organized sports) because they provide alternative release mechanisms.Lesen Sie weiter... ›
Für absolute Neulinge in der social media Thematik ist es meiner Meinung nicht geeignet, da die Informationen wenig strukturiert sind und ein gezieltes Nachschlagen (z.B. was ist Twitter überhaupt? wie funktioniert es?) erschwert wird.
Alle anderen (und das wird die große Mehrheit potentieller Leser sein) finden in socialnomics nicht viel neues. Für wissenschaftliche Arbeiten ist es meiner Meinung nach nicht geeignet. Auch wirken viele der Zahlenbeispiele und zitierten Studien aus dem Zusammenhang gerissen bzw. haben fehlende Quellenangaben.
Inhaltlich betrachtet ein ganz klarer Fall von "stuck in the middle" - wird keiner Zielgruppe wirklich gerecht.
Die hochrepetitiven Beispiele, der etwas eintönige Schreibstil und die an den meisten Stellen vorherrschende "Hurra-Mentalität" machen es im übrigen schwer, es an einem Stück zu lesen ohne gegen Ende permanent die Augen zu verdrehen. Klar, jeder Autor hat Lieblingsfloskeln, aber nach gefühlten 200 mal "need to embrace social media" wurde es schon etwas nervig.
2 Sterne gibt es dennoch, da der Autor eine gewisse Kompetenz an den Tag legt und da ich zu diesem Thema schon weitaus schlechtere Bücher gelesen habe.
But after a while it seems to me more like an advertisment for socialmedia etc.
In any case I recommend this book cause it shows you the touchpoints of social media so you can
make use of it.
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In the first paragraph of the introduction, Qualman writes "Just like social media itself, this book is written in sporadically digestible sound bites." This is all you need to know about this book. If you want a brainstorm of half-proven assertions that you can mine for ideas for your next marketing campaign, you'll probably find this book valuable. If you're looking to establish understanding and a long term outlook on social media, keep looking because another way that this book is like most social media is that it will have a short shelf life.
Socialnomics promises to reveal how social media transforms the way we live and do business, but it doesn't reveal or inform so much as it presents a lot of loose anecdotes about the power of social media and how it appears to be affecting the world. While he occasionally makes a passing mention of the downside of social media, his tone is too often an infomercial-like positivity about the sheer awesomeness of social media. A particularly cringe-worthy example is how he closes his introduction by claiming that social media will reduce redundancy and recapture billions of hours that can be redistributed toward the betterment of society.
This is a bridge too far and if you're going to make paradigm changing predictions like this, you'd better devote some serious grey matter into backing it up. Socialnomics doesn't. It's as if every argument in the book is allocated 140 characters of reasoning before we move on to the next topic.
Writing about disruptive technologies is a dangerous sport. Chances are that you'll be wrong about a lot of things, but the ones that have done it well like Howard Rheingold and Douglas Rushkoff were able to do it in a more profound way that caused you to evaluate how we interact with media and each other and their works continue to have value long after the judgement has come on whether they were right or wrong.
I get the feeling that Qualman can do better and in his next book he should write a book that can't be tweeted. It might have a longer shelf life.
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)."
Socialnomics by Eric Qualman covers a variety of topics from the world of social media, including everything from buy-in to ROI and brand success stories to epic fails. This book takes a nonlinear approach to social media and understands that not every subject will be pertinent to every reader. From the beginning the audience is encouraged to jump around the book and tackle topics most relevant to their everyday life. I began with ROI and then jumped back to a chapter on engagement. The transition was seamless. However I found each chapter I read so informative I did end up reading the book cover to cover when all was said and done. No matter how savvy you are with social media, I can assure you there will be plenty of takeaways from this book.
Socialnomics is a high quality book. Qualman has made the book easy to find certain topics because the book is divided into clearly defined sections. The book also includes website links to watch videos based on the material in the book. There are some things in this book that readers may not like because they may not be very applicable to what some readers might want to use in activities that revolve around business and social media. The author has a link to provide feedback on his book which is a good thing and it shows that the author values it's readers opinion.
Qualman gives an overview of the many aspects of social media by discussing things like branding, marketing, reputation management, damage control, public relations, consumers and many other things. The author seems to just focus on the positive effects of social media but not much about the negative effects that social media has had on people in recent years by lacking examples of the negative effects. He does discuss the influence social media has had in politics such as the 2008 U.S Presidential Election.
The book brings up the important fact that the popularity of many social media websites doesn't withstand the test of time very long at all. Qualman seems to be a professional individual that is very experienced with social media marketing.His book supplies his readers with information that will increase their knowledge base on how business operate with social media in a cooperative effort. He is also very opinionated through the entire book which could be something that not everyone likes, but his opinion is thoughtful and he gives meaningful input. Qualman's background makes his opinion worthy of listening too.
People who are involved in businesses and want to learn about working with social media websites should read Socialnomics. Qualman provides many examples of situations in which businesses made the right decisions and situations in which business made the wrong decisions. Readers on this book should be able to have a greater understanding of advertisement and promotions on social media websites. They may even be able to find ways to supply methods from the book to be able to apply them to advertise their own business/products or promote events. Social media sites are more like trends, especially for young people. The book briefly mentions this aspect of social media.
Upon reading Socialnomics, readers who have some background information regarding social media will likely be able to understand more of what the book is stating. It is important for readers to be aware of what the leading social media network websites are such as Twitter, Facebook, Instagram, etc. It is also important to understand the nature of social media websites and how they work. The author mentions the importance of social media websites becoming more interconnected by working together. From reading Socialnomics, readers should be able to import ideas from the book into their operations with business and social media.
Overall this book is well written. The dialogue/format used in the book is simple which makes it easy to understand. A recommendation can be made from this book to those that want to learn about business relations between social media and companies. It is important to note that the book is becoming slightly outdated so someone who would like to purchase this book should take in consideration the age of it. From reading this book a reader can get a better understanding of the relationship between organizations and social media. One can learn a lot about the business impact that social media has had. After reading this book, a reader will likely feel that they gained a lot of knowledge that they didn't have before. That is why one should purchase and read this book if they are willing to take their time to understand and apply what is stated.
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