Synopses & Reviews
Synopsis
Published in 1837, Hans Christian Andersen's The Emperor's New Clothes tells the tale of two weavers who present a non-existent suit of clothes to the Emperor with the caution that the suit is invisible to those who are unfit for their positions, stupid, or incompetent. As the Emperor parades in his underwear no one dares to say that they see no clothes-with the exception for one small child who exclaims; "he isn't wearing anything at all." Fast forward to the present day and business owners and managers around the world are told that anyone who cannot see the benefits of social media marketing are unfit for their positions, stupid, or incompetent. As organizations, brands and products fill the social media landscape with meaningless, objectiveless drivel that has interest to no one and serves only to waste resources and alienate customers, a small voice can be heard exclaiming; "who told you that was a good idea?" The caveat to this contemporary tale is that for a very few organizations, brands and products, social media has provided a kind-of marketing panacea. Correction: make that a very, very few organizations. For the rest, they are metaphorically parading in their digital underwear. All is not lost however. Although many have been duped in a new clothes-esque sting, and that their social media marketing efforts are indeed, invisible-but marketing on social media might just be riding to the rescue.
Synopsis
This book challenges the popular belief that social media marketing is not only a fundamental aspect of contemporary marketing - but is essential for its success. Covering all of the key aspects of social media marketing, the author acknowledges - indeed, argues - that some aspects of social media marketing are right for some organizations, brands and products. This book will appeal to all those who are studying, practicing - or considering practicing - social media marketing. Also, as social media marketing is now considered to be an integral element of digital marketing, and digital marketing intrinsic to contemporary marketing - then the book will be relevant to anyone studying or practising marketing per se.