No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing

by Jason Falls, Erik Deckers

The In-Your-Face, Results-Focused, No-“Kumbaya” Guide to Social Media for Business! Stop hiding from social media--or treating it as if it’s a playground. Start using it strategically. Identify specific, actionable goals. Apply business discipline and proven best practices. Stop fearing risks. Start mitigating them. Measure performance. Get results. You can. This book shows you how. Jason Falls and Erik Deckers serve up practical social media techniques and metrics for building brands, strengthening awareness, improving service, optimizing R&D, driving better leads--and closing more sales. “Conversations” and “communities” are wonderful, but they’re not enough. Get this book and get what you really want from social media: profits. Think social media’s a passing fad? Too risky? Just a toy? Too soft and fuzzy? Not for your business? Wake up! It’s where your customers are. And it ain’t going away. Does that suck? No. It doesn’t. Do social media right , and all those great business buzzwords come true. Actionable. Measurable. And...wait for it...here comes the big one. Profitable. Damn profitable. Want to know how to do it right? We’ll show you. And, yeah, we know how because we’ve done it. This is the bullshit-free, lie-free, fluff-free, blessedly non-New-Age real deal. You’re going to learn how to use social media to deliver absolutely killer customer service. How to R&D stuff people actually want. Develop scads of seriously qualified leads. You’ll figure out what you want. You know, the little things like profits, market share, loyalty, and brand power. You’ll figure out how to measure it. And then you’ll go get it. One more thing. We know what scares you about social media. Screwing up (a.k.a., your mug on the front page of The Wall Street Journal ). So we’ll tell you what to do so that won’t happen. Ever. No B.S. in this book. Just facts. Metrics. Best practices. Stuff to warm the hearts of your CFO, CEO, all your C-whatevers. And, yeah, you. So get your head out from under the pillow. Get your butt in gear. Let’s go make some money.

Genres: Business, Social Media, Nonfiction

253 pages, Hardcover

First published August 1, 2011

About the author

Author (of business books necessary to enhance my day job career); Humorist (of many things not fit to publish ... yet); Father (of two aspiring writers bound to eclipse my own accomplishments for spite); Thinker (of many things. Some not indecent. Not many. Some.)

Reviews

[Chris Craddock · Rating 4 out of 5]

Perhaps a small amount of BS, January 24, 2012

Authors Jason Falls and Erik Deckers spill a lot of ink disparaging the so-called gurus of Social Media who until now have made a lot of promises that some kind of Kumbayah Effect is going to save their flagging businesses. Join the conversation? Sound familiar? But while the ROI (Return on Investment) is not always apparent, Falls and Deckers claim that social media is not just a passing fad, it is not going away, and if done right it can be a tremendous benefit, and gasp--profitable?

This book was written for the CEO, business professional or perhaps the person seeking a career as a Social Media Department Head for a large corporation. So, I wasn't quite the target demographic they had in mind. But still, it is pretty interesting, and if you fit any of the above categories, I would highly recommend it. But what pray tell is wrong with the so-called Kumbayah Effect? And what's so funny about Peace, Love, and Understanding?

[M]

Take the bullshit by the horns! This has helped me in my strategy! Thanks, Jason Falls!

[Jason Falls · Rating 5 out of 5]

Well, I wrote it, so ... heh

[Bob Mustin · Rating 4 out of 5]

Talking The New Business Model

No Bullshit Social Media – The All-Business, No-Hype Guide to Social Media Marketing,
By Jason Falls and Erik Deckers

Everyone grappling for a toehold in the puzzling, evolving business world of today has at some point to have wondered at the stampede to social media sites as Facebook and Twitter. What the authors of this book put forth in no uncertain terms is that social media is now a necessary tool for all businesses.

What does social media change in the accepted business model? The role of consumers. Social media – whether or not businesses embrace it – will affect any business’ products, services, and the well-being on the corporate entity itself. The authors cite case after case in which social media has affected organizations as diverse as Greenpeace, Papa John’s Pizza, and Verizon. The new business model driven by social media, the authors contend, is bottom-up, not top-down. Since customers are already talking about your product and service, you may as well listen – and respond constructively.

The authors caution that using social media isn’t something to immediately enhance your return on investment (ROI); instead, it’s all about an opportunity to get to know your public, to build trust through community. This may sound New Agey, but my own experience is that this is the way commerce – and social media – work in the 21st century.

This doesn’t mean, however, that business should work on feelings and vibes. There are ways of measuring your impact on the marketplace through social media, and the authors offer a few new, more exact tricks for business metrics.

This rather crusty-toned book does have a drawback or two: one is that social media – and the world of commerce it affects – are still evolving. Hence a lot of what the authors put forth will no doubt change as some approaches work and others don’t. My other reservation is that the book tends to swoon into social media’s effects on major organizations, rather than on smaller, entrepreneurial businesses, such as that of writers like me. I suppose, though, that the larger organizations are where the resistance is. But all in all, the authors do a damned good job of presenting social media in pragmatic, useable ways.

[Bojan Tunguz · Rating 4 out of 5]

The BS in the title of this book seems to be referring to the notion that social media is somehow an end in itself, a worthy goal and pursuit that any organization should engage in in its own right. The authors of this book don’t really buy into it, and they suggest that neither should you. They view social media as just another form of media engagement. It either helps your business in very tangible and concrete ways, or it doesn’t. Any organization should view their social media engagement through a very utilitarian standpoint, and not treat it as a hobby or, even worse, a good-will nebulous outreach. So if that’s what you mean by social media BS, then sure, this book will not provide you with any of it. However, if you are looking for a very specific set of advices on how to build your own social media strategy, then you will be somewhat disappointed. The authors are in fact very clear about this point: they don’t believe that there is a single overarching strategy for approaching social media. What they do instead in this book is provide you with a collection of insights and case studies that, when understood properly, can give you ideas about how to approach social media in your own situation. This is all fine as far as it goes, but I was really hoping for much more of a concrete, actionable advice.

I am neither a social media maven nor am I looking into a career in such a field, but I have done a fair amount of personal social media promotion over they years. I’ve read a lot of books and articles on the topic, but am yet to come across one that can provide me with a clear sense of how to grow my own personal brand through social media strategies. So far I have been relying mostly on trial and error, and this book is only marginally helpful beyond the insights that I’ve come across on my own. However, if you are completely new to the world of social media marketing, then this book could be a useful first resource.

[Ryan Manganiello · Rating 4 out of 5]

At first I was only going to give this book a three star rating because in my opinion the only thing new I learned pertained to customer relation management and support, which again in my opinion was what all fifteen chapters were about. I decided to give it four out of five stars instead due to the fact that I found myself cracking up with tears of laughter while I was reading it.

The way in which the authors describe and categorize certain customers and how to deal with them was both spot on and very entertaining. In fact, I think this was by far the only book I’ve ever read that was able to turn a subject like customer relations into something fun to read while still getting the point across.

Most of what they preach can be applied to medium and large companies that have not yet ventured into the social media realm, but I wouldn’t recommend this book to you smaller companies out there that aren’t really looking to create a full scale social media department.

[Tami · Rating 5 out of 5]

No Bullshit Social Media separates the hype and the realities of social media. Social media marketing is the new buzz phrase. Everyone knows that they should join in on this opportunity but some aren’t yet sure why. In fact, many still think that the whole thing is a waste of time and effort.

This book looks to provide a good foundation for anyone still confused by social media. It focuses on averting crisis before the fact. This takes a solid presence and diligently analyzing each move (and misstep). Like anything in business, there is a learning curve when it comes to understanding and using these tools properly.

[Faye · Rating 4 out of 5]

"People buy from who they know, like, and trust. Becoming one of those that others know, like, and trust...that's the point of social business." Jason Falls and Erik Deckers have written a no-nonsense approach to social media marketing. They provide actual case studies and ideas for helping businesses navigate the social landscape. Social media marketing requires more than creating a Facebook page or a Twitter profile. You need clearly defined goals and measurable objectives, because at the end of the day the ultimate goal is to drive business. This is a must-read for small business owners who are still trying to figure out social media marketing.

[Taylor Ellwood · Rating 5 out of 5]

This is one of those must read books on social media that is useful for a company just starting out in social media. The authors do an excellent job for laying out the reasons why companies need to be on social media, as well as explaining what companies need to do to be successful. The case studies they present include good examples of social media failure and success. Best of all they are candid about how social media applies to business and how it can be used to actually make money for your business. I highly recommend it as a useful book for someone just starting into social media.

[Chad · Rating 4 out of 5]

If you are looking for suggestions on how to use social media for marketing purposes, I'd suggest picking up a copy of the book and giving it a read. It is filled with useful information and valuable case studies that reveal what has and hasn't worked for other businesses in the past.

And, that's no bullshit.

[Jeffrey N. Hora · Rating 5 out of 5]

Solid no nonsense guidance

I took my time reading this book so I could better absorb the expertise being conveyed. Establishing business value firmly as the goal can help companies get past the "we gotta get on Facebook" knee-jerk. Jason and Erik do this and then some. I will be referring to this work a lot in my own work...it's too good not to share.

[Melody L · Rating 4 out of 5]

Good over view of social media as one of the marketing tools. Dispel the hype of social media as the magic solution for all.

Social media can:
1) Enhance Branding and Awareness
2) Protect Brand reputation
3) Enhance Public Relations
4) Build Community
5) Enhance customer service
6) Facilitate R&D
7) Drive leads & Sales

Pick the GOALS and MEASUREMENTS for the campaign to know if it’s working. Amplify or Adjust.

Some geared for larger organizations - but a good review of the fundamentals

[John Waite · Rating 3 out of 5]

A few interesting points but overall too repetitive.

[Tania Kiltyka · Rating 3 out of 5]

Только что закончила читать книгу "Маркетинг в социальных медиа". Книга учит человечности в отношении больших глобальных бизнесов к простым проблемам человека и эффектичных способах их решения с помощью социальных сетей. Несмотря на то, что информа��ия в книге достаточно устаревшая, а социальные сети уже заняли более продвинутое место, как в книге описывается, главный посыл остается неизменным - если вас или вашего бизнеса нет в социальных сетях, значит вас вообще нет. Очень сильно прослеживается американская модель в запуске и ведении рекламных кампаний, их работу в социальных сетях, потребительском поведении, все абсолютно описывается на примерах американских компаний, что, как мне кажется, далеко не близко и, часто, не релевантно к европейской модели. Зато описаны очень хорошие показательные примеры PR кампании компании Nestle о вырубке лесов в Индонезии и то, к чему это привело, когда потребители их продукции об этом узнали и как компания справилась с нахлынувшем потоком негатива в их сторону. Вообщем, 3 балла и 5.
3 больше за то, что информация уже не настолько актуальна, как была бы 5 лет назад.

[Azamat · Rating 2 out of 5]

Книга вышла давно, когда соцсети уже становились популярными, но не было такого как сейчас, когда это данность, с которой никто не спорит. Поэтому в книге много воды и не меньше трети ушло на убеждение в том, что вам надо присутствовать в соцсетях. Никаких конкретных решений как продвинуть пост за деньги или нет, чтобы сделать это эффективно в книге нет. Так что она уже неактуальна.

[Marie · Rating 3 out of 5]

I've decided I'm not reading any more books about social media marketing, but as far as practitioners and "gurus" go, Jason Falls has it figured out. If you're looking for a guide and want to read a book on the subject, this one will suffice.

[Bruce Kirby · Rating 4 out of 5]

One of the best books that I have ever ready on social media. Refreshingly written from a sales and marketing point of view. I recommend it to all who want to learn how to use social media to drive business development.

[Pierre LeBaux · Rating 5 out of 5]

Main advantage of this book? Easy to read. No BS? Well, there is some bs there, but hey - social media are changing every day.

All and all, this books is a fair introduction to social, but it is certainly not going to make you an expert.

[Justin · Rating 2 out of 5]

If you are already into social media and promoting your business, this book offers very little in new ideas. Maybe good for mid to large size businesses with no idea what a Twitter is.

[Anne · Rating 4 out of 5]

Good no nonsense approach to social media. Especially good for those who are worried about jumping into the pool.

[Kevin Wilkinson · Rating 3 out of 5]

Just like the title says. Right down to the detail, however, I find this book brings little new insight to social media. Like Socialnomics, there is probably a hundred books like it.

[Bonnie Zink · Rating 4 out of 5]

An excellent read well worth your attention. Learn how to become a social organization and put your best foot forward.

[mygoodreads · Rating 5 out of 5]

Excellent book! Many examples and practical tips.

[Richard Tubb · Rating 4 out of 5]

This book might feel a little dated now - referring to Social Media platforms from 2011 that have significantly changed to the present day - but the advice given by the author's is fundamentally sound.

The book looks at social media from a business perspective. Why you should embrace it, how you should use it, and how you can measure the results to know whether you are succeeding.

Many of the chapters are applicable to bigger businesses with multiple employees, but all the lessons given can be embraced by any business, however big or small.

The advice is practical and to the point (which given the book title, is to be expected!) and I learned a lot.

Written in 2011, but still relevant today, this is the book I'd recommend to any business who needs helps getting to grips with professionally using social media for business.