Synopses & Reviews
A provocative look at social media that dispels the hype and tells you all you need to know about using the Web to expand your business
If you listen to the pundits, Internet gurus, marketing consultants, and even the mainstream media, you could think social media was the second coming. When it comes to business, they declare that its revolutionizing advertising, PR, customer relations—everything. And they all agree: it is here to stay.
In this lively, insightful guide, journalist and social critic B.J. Mendelson skillfully debunks the myths of social media. He illustrates how the notion of “social media” first came to prominence, why it has become such a powerful presence in the marketing field, and who stands to benefit each time its touted in the press. He shows you why all the Facebook friends and Twitter followers in the world mean nothing to you and your business without old-fashioned, real-world connections. He examines popular tales of social media “success,” and reveals some unsettling truths behind the surface. And he tells you how to best harness the potential of the Internet—without spending a fortune in the process.
Social media is bullshit. This book gives the knowledge and tools you really need to connect with customers and grow your brand.
"Nothing sells quite like angry, contrarian tirades and few recent phenomena provide quite the same broad expanse for hyperbole as the wildly popular, grossly oversold social media. In a world where many pray for surcease from the 1% boot smashing forever on the collective face of humanity, the tools provided by social media seem to provide some faint promise of hope, whether empowering collectively driven reforms or merely providing personal enrichment. Having himself failed miserably at applying social media to his own ends, journalist and social critic Mendelson yearns to save others from his mistakes by revealing the degree to which social media have been overhyped, providing a wealth of examples from recent history to illustrate his points. While grudgingly admitting the existence of an occasional success story, Mendelson prefers to focus on the myriad ways in which social media fail to deliver what is promised; he also provides pointers to methods he thinks do work. Passionate and mercifully short, this work should provide useful ammunition for readers skeptical about the new networks linking the people of the 21st century. Agent: Dan Mandel, Sanford J. Greenburger Associates. (Sept.)" Publishers Weekly Copyright PWxyz, LLC. All rights reserved.
"B.J. isn't saying that all social media is worthless—he's saying far too much of the chatter and hype about it is. Read this book to hear from someone who actually knows what they're talking about." —Ryan Holiday
About the Author
BJ MENDELSON has contributed to The Huffington Post, Forbes, MTV's O Music Awards, and CNN. He has been quoted by Newsweek, The New York Times, The Los Angeles Times, Psychology Today, and Smart Money Magazine, has been a new media director for a syndicated ABC television show, and wrote a college survival column for CBS College Sports.