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Социальные медиа — это бред! Откровения маркетолога
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 it’s 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 it’s 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.
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 it’s 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 it’s 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.
263 pages, Hardcover
First published September 4, 2012
27 people are currently reading
414 people want to read
About the author
B.J. Mendelson
4 books5 followersB.J. Mendelson, is a keynote speaker and author. His books include Social Media Is Bullshit from St. Martin’s Press and Privacy: And How We Can Get It Back from Curious Reads.
Mendelson first received attention in the late 2000s for turning his financial struggles during The Great Recession into media coverage with appearances in The New York Times, Newsweek, The Los Angeles Times, and others.
After building an unsuccessful national breast cancer outreach tour around the advice given by prominent social media marketers — and subsequent success in doing the same tour again the following year by doing the exact opposite of their advice — B.J. went on to write a book called Social Media Is Bullshit based on his experience. He later earned additional media attention for frequently taking on prominent social media experts and companies.
Since 2012, B.J. Mendelson has made presentations at the National Automotive Dealers Association Conference, South By Southwest, Social Media Week: Chicago, The Do Lectures in the U.K., R.O.A.D. in Moscow, the Word of Mouth Marketing Association Summit, Social Media Explore, and various other events to talk about the many myths peddled by social media marketers and what really works online and off.
He appeared at the United Nations to debate the ambassador to Pakistan, Abdullah Hussain Haroon, about the effects of social media on society and its involvement in political revolutions. Mendelson has also appeared on MSNBC, CNBC, CNN, Yahoo! News, the CBC, TechCrunch, The Huffington Post, and numerous other national outlets to talk about these myths and who actually benefits from the hype.
B.J. is also one-half of the creative team behind, “Vengeance, Nevada” and “A National Story of Minor Significance.” Both comics will soon be available through Amazon’s popular Comixology platform.
Mendelson first received attention in the late 2000s for turning his financial struggles during The Great Recession into media coverage with appearances in The New York Times, Newsweek, The Los Angeles Times, and others.
After building an unsuccessful national breast cancer outreach tour around the advice given by prominent social media marketers — and subsequent success in doing the same tour again the following year by doing the exact opposite of their advice — B.J. went on to write a book called Social Media Is Bullshit based on his experience. He later earned additional media attention for frequently taking on prominent social media experts and companies.
Since 2012, B.J. Mendelson has made presentations at the National Automotive Dealers Association Conference, South By Southwest, Social Media Week: Chicago, The Do Lectures in the U.K., R.O.A.D. in Moscow, the Word of Mouth Marketing Association Summit, Social Media Explore, and various other events to talk about the many myths peddled by social media marketers and what really works online and off.
He appeared at the United Nations to debate the ambassador to Pakistan, Abdullah Hussain Haroon, about the effects of social media on society and its involvement in political revolutions. Mendelson has also appeared on MSNBC, CNBC, CNN, Yahoo! News, the CBC, TechCrunch, The Huffington Post, and numerous other national outlets to talk about these myths and who actually benefits from the hype.
B.J. is also one-half of the creative team behind, “Vengeance, Nevada” and “A National Story of Minor Significance.” Both comics will soon be available through Amazon’s popular Comixology platform.
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Displaying 1 - 30 of 58 reviews
did-not-finish
January 3, 2013Not a bad book and a quick read, but long before the end I decided not to finish it.
Basically, anyone who knows anything about social media knows that it's bullshit in terms of the ways it's being used by large companies or corporate entities.
I did a personal Twitter experiment a couple weeks ago where I hit the Follow button next to every single person that came up. People who followed me and everyone THEY followed. In a week, just by doing that I more than doubled my followers. You can also mention certain key things on Twitter and likely get a new follower. Mention Jesus, weight loss, or teeth whitening and you'll gain at least one new follower regardless of what you actually say about the topic.
The point is that it's kind of difficult to measure the impact of social media. I could start a Twitter for you and guarantee that you'd have a thousand followers within a month. But how many of those are actual, dedicated users that would increase traffic to your company? A very small percent.
Also, social media is supposed to be personal. So when a company does it, and when it's obvious, there's no personality behind it and therefore the tools are being completely misused. If someone can give me one good reason to follow the activity of Frito-Lay on Twitter, I'd love to hear it.
The book does take on some big ideas, specifically the idea of the tipping point that Malcolm Gladwell put forth, which I appreciated. I'm not a big Malcolm Gladwell fan. His ideas are interesting, but they usually strike me as fairly flimsy in terms of proof. For example, his idea that most people can be successful if they spend 10,000 hours doing something is pretty much unprovable. You can cite examples where it's true all day, but what I don't see a lot of is the idea that there are tons of people out there who have put in the time and aren't known. So I was pretty glad to see someone take on that idea.
All in all, I hope more companies will read this before they hire some kind of person to handle their social media presence. Because it's a complete joke.
Basically, anyone who knows anything about social media knows that it's bullshit in terms of the ways it's being used by large companies or corporate entities.
I did a personal Twitter experiment a couple weeks ago where I hit the Follow button next to every single person that came up. People who followed me and everyone THEY followed. In a week, just by doing that I more than doubled my followers. You can also mention certain key things on Twitter and likely get a new follower. Mention Jesus, weight loss, or teeth whitening and you'll gain at least one new follower regardless of what you actually say about the topic.
The point is that it's kind of difficult to measure the impact of social media. I could start a Twitter for you and guarantee that you'd have a thousand followers within a month. But how many of those are actual, dedicated users that would increase traffic to your company? A very small percent.
Also, social media is supposed to be personal. So when a company does it, and when it's obvious, there's no personality behind it and therefore the tools are being completely misused. If someone can give me one good reason to follow the activity of Frito-Lay on Twitter, I'd love to hear it.
The book does take on some big ideas, specifically the idea of the tipping point that Malcolm Gladwell put forth, which I appreciated. I'm not a big Malcolm Gladwell fan. His ideas are interesting, but they usually strike me as fairly flimsy in terms of proof. For example, his idea that most people can be successful if they spend 10,000 hours doing something is pretty much unprovable. You can cite examples where it's true all day, but what I don't see a lot of is the idea that there are tons of people out there who have put in the time and aren't known. So I was pretty glad to see someone take on that idea.
All in all, I hope more companies will read this before they hire some kind of person to handle their social media presence. Because it's a complete joke.
December 28, 2012
SOCIAL MEDIA IS BULLSHIT isn't slamming the value of social media whether it be twitter, Facebook, or LinkedIn (Tumblr for creepy old guys). It's a great book about how the promises of social media as a marketing tool are overrated and a quasi-documentary on the corporatization of social media to the point where the legendary one smart writer/editor/blogger who builds a following and goes from rags to riches is pretty much extinct. It's partly a polemic* (hey, I barely know what this word meant until I looked it up so read the definition below if you don't know either) about the bullshit artists who rake in the bucks promising viral marketing and elevate Twitter, Facebook, and YouTube to something more than just platforms for communication--so don't expect it to be even handed. It is funny in a bittersweet way. While some of the book is anecdotal, it's well foot-noted and well researched. If you're reading it for tips on how to make better use of social media, you'll be a little disappointed. It does have some great bits of seditious information, especially in Chapter 15, "How To Create And Spread Bullshit In Seven Easy Steps." PART IV, "How To Really Make It On The Web" has some valuable advice.
It's not easy to make a living as a journalist today and as an investigative journalist, it's very hard. (The costs are high and the fear of litigation crippling.) Social Media has some great value in collecting information and getting people to read what you write. I don't know why "self-promotion" became a bad word in the social media sphere. I've always felt if you wrote something good, you want someone to read it, so maybe it has an impact on the world. If they don't know the book/article/report exists they can't read it and they can't know what you have to tell them. Self-promotion is now part of surviving as any kind of writer or artist. So for any journalist, writer or artist today, it's helpful to understand how social media really works. This book gives you a good idea of the realities of marketing and what you can and can't do with social media to promote yourself, your cause, or your works. I also enjoyed the jibes at Huffington Post (owned by AOL?) and the other media outlets that have stopped paying journalists and as the author says, turns them into "sharecroppers." Brilliant metaphor.
I'd like to see the author put together a sort of "The Elements of Style" for social media, specific to each platform, whether it be Twitter, Facebook, Tumblr--because it would be useful to have as a journalist. Maybe even a completely fake but well-thought out Rules Of Social Media Etiquette would be nice to have as well. Civility is always appreciated. It may seem like a waste of your time to read a book with BULLSHIT in the title, but you'll be surprised at what you learn. If anything, read it as a semi-personal history of the growth, corruption and subversion of Social Media by the same corporations that control the old media. "Meet the new boss, the same as the old boss..."
We will get fooled again but by reading this book, you're less likely to be in the group of complete fools. Recommended for bloggers, writers, journalists, marketeers (hey, they have to earn a living), public relations workers, social anthropologists, sociologists, and misanthropes. If you don't fall into any of those categories, there are probably better books out there for you.
*Polemic: a contentious and often sarcastic argument to establish the truth of a specific viewpoint/opinion and the falsity of the contrary opinion. Polemics are often used in discussions about controversial topics.
It's not easy to make a living as a journalist today and as an investigative journalist, it's very hard. (The costs are high and the fear of litigation crippling.) Social Media has some great value in collecting information and getting people to read what you write. I don't know why "self-promotion" became a bad word in the social media sphere. I've always felt if you wrote something good, you want someone to read it, so maybe it has an impact on the world. If they don't know the book/article/report exists they can't read it and they can't know what you have to tell them. Self-promotion is now part of surviving as any kind of writer or artist. So for any journalist, writer or artist today, it's helpful to understand how social media really works. This book gives you a good idea of the realities of marketing and what you can and can't do with social media to promote yourself, your cause, or your works. I also enjoyed the jibes at Huffington Post (owned by AOL?) and the other media outlets that have stopped paying journalists and as the author says, turns them into "sharecroppers." Brilliant metaphor.
I'd like to see the author put together a sort of "The Elements of Style" for social media, specific to each platform, whether it be Twitter, Facebook, Tumblr--because it would be useful to have as a journalist. Maybe even a completely fake but well-thought out Rules Of Social Media Etiquette would be nice to have as well. Civility is always appreciated. It may seem like a waste of your time to read a book with BULLSHIT in the title, but you'll be surprised at what you learn. If anything, read it as a semi-personal history of the growth, corruption and subversion of Social Media by the same corporations that control the old media. "Meet the new boss, the same as the old boss..."
We will get fooled again but by reading this book, you're less likely to be in the group of complete fools. Recommended for bloggers, writers, journalists, marketeers (hey, they have to earn a living), public relations workers, social anthropologists, sociologists, and misanthropes. If you don't fall into any of those categories, there are probably better books out there for you.
*Polemic: a contentious and often sarcastic argument to establish the truth of a specific viewpoint/opinion and the falsity of the contrary opinion. Polemics are often used in discussions about controversial topics.
January 21, 2013
B.J. Mendelson’s “Social Media Is Bullshit” is a welcome counterpoint to conventional social-media wisdom, especially for those of us who have to produce, plan or monitor social-media channels for our job. Mendelson punctures a few key social-media myths, claiming:
1. Most businesses fail to benefit financially from their presence on the Big Six social media platforms.
2. Many cases trumpeted as “viral” triumphs actually have substantial corporate budgets behind them or other extenuating circumstances.
3. Despite the promises of social media, pre-“web 2.0” marketing strategies still hold the greatest benefit for most businesses.
4. Most “social media gurus” rely more on empty platitudes than clear metrics for success.
It’s an easy read, and many of his claims are persuasive. His authorial voice may alienate some readers. He can be glib and snarky; it would be easy to argue he’s just the flip side of the “cyber hipsters” he derides. But I think there’s a lot to consider here, especially when so many so-called authorities on the subject push the other way.
Key Quotes
‘Cyber Hispter’ refers to two different groups of people who heavily overlap and travel in the same circles. The rhetoric they spew is usually to the effect that people today have the power to do anything without resources, funding, connections, training, education and so forth.” (p. 56)
“Cyber Hipsters often argue that the cost of producing content is approaching zero…The cost of producing content has gone down, certainly. But there are now other costs you have to factor in that make it just as cumbersome and difficult to get started as it has always been. Think of it like this: Yes, anyone can make a video on the cheap…but you need a decent editor to make it look good. That means either you have to do the editing (which means taking the time to do so when you can be doing other things) or hire someone to do it for you. And anyone who knows what they’re doing won’t be cheap either. Especially because there are way more ‘creators’ than there are ‘editors.’” (p. 57)
“Well, isn’t that how it’s supposed to work? What’s the point of having a million followers when none of them are clicking on your links (they weren’t), following your calls to action (they also weren’t), and not coming out to meet you (ditto)? Isn’t that exactly the effect your “social media” efforts are supposed to have?” (p. 170)
1. Most businesses fail to benefit financially from their presence on the Big Six social media platforms.
2. Many cases trumpeted as “viral” triumphs actually have substantial corporate budgets behind them or other extenuating circumstances.
3. Despite the promises of social media, pre-“web 2.0” marketing strategies still hold the greatest benefit for most businesses.
4. Most “social media gurus” rely more on empty platitudes than clear metrics for success.
It’s an easy read, and many of his claims are persuasive. His authorial voice may alienate some readers. He can be glib and snarky; it would be easy to argue he’s just the flip side of the “cyber hipsters” he derides. But I think there’s a lot to consider here, especially when so many so-called authorities on the subject push the other way.
Key Quotes
‘Cyber Hispter’ refers to two different groups of people who heavily overlap and travel in the same circles. The rhetoric they spew is usually to the effect that people today have the power to do anything without resources, funding, connections, training, education and so forth.” (p. 56)
“Cyber Hipsters often argue that the cost of producing content is approaching zero…The cost of producing content has gone down, certainly. But there are now other costs you have to factor in that make it just as cumbersome and difficult to get started as it has always been. Think of it like this: Yes, anyone can make a video on the cheap…but you need a decent editor to make it look good. That means either you have to do the editing (which means taking the time to do so when you can be doing other things) or hire someone to do it for you. And anyone who knows what they’re doing won’t be cheap either. Especially because there are way more ‘creators’ than there are ‘editors.’” (p. 57)
“Well, isn’t that how it’s supposed to work? What’s the point of having a million followers when none of them are clicking on your links (they weren’t), following your calls to action (they also weren’t), and not coming out to meet you (ditto)? Isn’t that exactly the effect your “social media” efforts are supposed to have?” (p. 170)
October 15, 2013
Say Hey! Say Ho!
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I think the thesis wasn't clear, but otherwise, thumb up!
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I think the thesis wasn't clear, but otherwise, thumb up!
Currently reading
December 10, 2012OK, I actually finished this weeks ago. It's a good, solid little book. On the one hand, B.J. Mendelson makes a very strong case, using real-world examples, for why it's probably not smart for mom and pop and small/medium businesses to invest a great deal of time and resources into new media platforms... however.. the big caveat to the whole book is that, in my view, these are still very early days for the whole 'web 2.0' or, if you like '3.0' platform... as always, our society (the part of humanity that has some sort of steady supply of electricity and connection to the 'net via either computer or mobile phone) is constantly evolving in relationship to the technology that is more and more present in our lives.. and so.. 2, 4, or 10 years from now, B.J. Mendelson may find himself either eating his words or, at least, writing a very different book...
For the here and now, however, the book is quite valuable for those who would like a contrarian view of the whole social media industry/movement.
For the here and now, however, the book is quite valuable for those who would like a contrarian view of the whole social media industry/movement.
September 8, 2012
Sorry B.J., but I didn't like it. I think you raise some valid points and it's good to question social media. But I've seen too much good happen through social media to just throw it all out.
March 26, 2013
Cyber-Hispters, mitos y como todo el Hype de Social Media le da beneficios solo a los que venden humo. Es un libro para bajarse de la nube y dejarse de creer huevadas. Muy recomendable.
March 4, 2015
Well presented approach; confirmed much of what I thought about social media. The best take away is "start local and grow your network, have a website, get to know people."
September 14, 2015
it'd be an absolute shame to miss this one
May 17, 2023
Mendelson, B. J.: Social Media Is Bullshit (2012, St. Martin's Press, 240 s.)
Kirjan provokatiivisesta nimestä olisi voinut odottaa, että luvassa on väkeviä väitteitä sosiaalisen median haitallisista vaikutuksista. Tai vähintäänkin kymmenen teesin listaus, kuinka asioita tulisi muuttaa, jotta some olisi parempi paikka. Mutta oli yllättävää huomata, että näin ei ollut. Päinvastoin luvassa oli lähes mauton jutusteluhetki, josta ei saanut oikein mitään irti. Mukavia tarinoita siellä täällä, mutta missä on villakoiran ydin?
Alatyylinen kirjoitustapa läpäisee koko kirjan, mikä ei paranna teoksen uskottavuutta. Yleensä alatyylistä kirjoitustapaa käytetään voimakeinona, mutta tässä kirjassa ei edes löydy mitään kunnollista teesiä, jota haluttaisiin vahvistaa. Edes kirjan loppuosan Recap-luvussa summatut väittämät eivät tuo ilmi mitään läpimurtoa, vaan lähinnä itsestäänselvyyksien toteamista.
Kokonaisuutena arvioiden tämä on varsin mitäänsanomat teos. Oletan, että kirja on myynyt lähinnä otsikkonsa vuoksi, koska sisältö on laimeaa nippelitietojen käsittelyä yhdistettynä henkilökohtaisiin kokemuksiin internetin alkuajoilta. Rakenteellisesti kirja on sekava ja pomppii aiheesta toiseen, minkä vuoksi punaista lankaa on hankala seurata.
Kirjassa on kylläkin osuvia huomioita markkinoinnista ja kuinka sillä pyritään vaikuttamaan ihmisten käyttäytymiseen. Isoa linjaa tämä ei kuitenkaan muuta kirjan arvosanan suhteen.
Edellä mainituista syitä en suosittele lukemaan tätä kirjaa, koska selvästi parempiakin kirjoja löytyy aiheesta. Esimerkiksi "Stop Reading the News: A Manifesto for a Happier, Calmer and Wiser Life" sisältää juuri niitä teemoja, joita tämän kirjan olisi tullut käsitellä. Myös Cal Newportin kirjat ovat tutustumisen arvoisia, jos digitaalinen minimalismi aiheena kiinnostaa.
Arvosana: 2/5
Kirjan provokatiivisesta nimestä olisi voinut odottaa, että luvassa on väkeviä väitteitä sosiaalisen median haitallisista vaikutuksista. Tai vähintäänkin kymmenen teesin listaus, kuinka asioita tulisi muuttaa, jotta some olisi parempi paikka. Mutta oli yllättävää huomata, että näin ei ollut. Päinvastoin luvassa oli lähes mauton jutusteluhetki, josta ei saanut oikein mitään irti. Mukavia tarinoita siellä täällä, mutta missä on villakoiran ydin?
Alatyylinen kirjoitustapa läpäisee koko kirjan, mikä ei paranna teoksen uskottavuutta. Yleensä alatyylistä kirjoitustapaa käytetään voimakeinona, mutta tässä kirjassa ei edes löydy mitään kunnollista teesiä, jota haluttaisiin vahvistaa. Edes kirjan loppuosan Recap-luvussa summatut väittämät eivät tuo ilmi mitään läpimurtoa, vaan lähinnä itsestäänselvyyksien toteamista.
Kokonaisuutena arvioiden tämä on varsin mitäänsanomat teos. Oletan, että kirja on myynyt lähinnä otsikkonsa vuoksi, koska sisältö on laimeaa nippelitietojen käsittelyä yhdistettynä henkilökohtaisiin kokemuksiin internetin alkuajoilta. Rakenteellisesti kirja on sekava ja pomppii aiheesta toiseen, minkä vuoksi punaista lankaa on hankala seurata.
Kirjassa on kylläkin osuvia huomioita markkinoinnista ja kuinka sillä pyritään vaikuttamaan ihmisten käyttäytymiseen. Isoa linjaa tämä ei kuitenkaan muuta kirjan arvosanan suhteen.
Edellä mainituista syitä en suosittele lukemaan tätä kirjaa, koska selvästi parempiakin kirjoja löytyy aiheesta. Esimerkiksi "Stop Reading the News: A Manifesto for a Happier, Calmer and Wiser Life" sisältää juuri niitä teemoja, joita tämän kirjan olisi tullut käsitellä. Myös Cal Newportin kirjat ovat tutustumisen arvoisia, jos digitaalinen minimalismi aiheena kiinnostaa.
Arvosana: 2/5
November 14, 2023
This book and the author himself are very honest. B. J. Mendelson has an experience to prove that the social media IS bullsh/t. Yes, social media is a good resource that allows us to share our content, but will this sharing produce results and will these results will be effective enough to justify our time and effort put into the social media? The author answers that question with a definitive - No.
Overall - very nice book that indirectly debunks a lot of silly books on creative advertisement such as "Hey, Whipple, Squeeze This" and shows enough real world examples that confirm the authors overall ideology about the "new way" of doing things in the Web.
Only reason why this gets 4 stars and not 5 is that many people now claim that sitting in some podcast on YouTube for an hour increases your book sales on Amazon much more than being featured on New York Times Bestseller Book List (or whatever it is called). So the statements that - All things come from public (TV, newspapers) to internet and not the other way around, are outdated.
Overall - very nice book that indirectly debunks a lot of silly books on creative advertisement such as "Hey, Whipple, Squeeze This" and shows enough real world examples that confirm the authors overall ideology about the "new way" of doing things in the Web.
Only reason why this gets 4 stars and not 5 is that many people now claim that sitting in some podcast on YouTube for an hour increases your book sales on Amazon much more than being featured on New York Times Bestseller Book List (or whatever it is called). So the statements that - All things come from public (TV, newspapers) to internet and not the other way around, are outdated.
December 11, 2017
This book is bullshit. Yet I continued to read it to the end. The info is old & dated which you will quickly discover if you choose to pick it up.
January 20, 2018
I'll never recommend this book to anyone!
May 10, 2019
Mendelson foretells a lot of things about social media today, one chapter was called "There's no such thing as an influencer"
March 21, 2013
This is incredible: in a book about marketing – selling what you “make” – that is only 196 pages, not counting the end notes, he waits until a footnote on page 226, keyed to a comment on page 152, to offer his web address where you can find out what HE makes. Is there a word for “more humble than just humble?”
Two days ago I reviewed Stephen Dobyns’ The Burn Palace and included some of Stephen King’s comments about it. I didn’t quote King calling it “the embodiment of why we read stories, and why the novel will always be a better bang for the entertainment buck than movies or TV.” That came back to me today reading Mendelson, as I realized that one of the most valuable aspects of book publishing (whatever the “platform”) is that truly thoughtful and thought-provoking content can find its way to readers in spite of the fact that it will never be the center of mass market hysteria or hype.
Please don’t take away the impression that Mendelson advises us to boycott social media. Rather, while deflating many sacred cows (and re-sanctifying a few time-tested “bulls” that have been copied and recycled for decades) he shows what are realistic expectations and action plans for small businesses, artists and entrepreneurs. Publication of this book is a beneficent “public service from the private sector.”
I have been dipping into Mendelson in little nibbles for about a month; it’s too thought-full to take in too quickly. In a page or less he summarizes similar ideas to those promoted by Brendon Burchard for making money and having fun in the “Expert Industry.” The major difference is that Burchard makes it sound likely that you will succeed and have fun, while Mendelson laments that your “success” in this endeavor has little to no relation to the accuracy, veracity or even the honesty of the content of your “expertise.” It sounds cynical but for many of us it is a valuable reminder to not get hypnotized by the seeming novelty of new platforms.
Last month I was reading online about writing and publishing and the value (or lack of it) of blogging. One of the writers, I think it was Ryan Deiss, sounded in many ways like Social Media Is Bullshit but also used some of the concepts, like “influencers,” that Mendelson denies even exist. Somehow all of it added up to convince me that I want to just write and produce and be happy and authentic. And that is approximately the ultimate advice in Social Media Is Bullshit. I recommend it highly.
Addendum: I called the phone number he gives in the book (and on his web site, http://bjmendelson.com) and he called me back in minutes - an unassuming and friendly author. I once took a position of Treasurer of a large union. My predecessor urged me to get an unlisted number, and I never regretted ignoring that device. Bravo for adding accessibility to transparency, B. J. Mendelson!
Two days ago I reviewed Stephen Dobyns’ The Burn Palace and included some of Stephen King’s comments about it. I didn’t quote King calling it “the embodiment of why we read stories, and why the novel will always be a better bang for the entertainment buck than movies or TV.” That came back to me today reading Mendelson, as I realized that one of the most valuable aspects of book publishing (whatever the “platform”) is that truly thoughtful and thought-provoking content can find its way to readers in spite of the fact that it will never be the center of mass market hysteria or hype.
Please don’t take away the impression that Mendelson advises us to boycott social media. Rather, while deflating many sacred cows (and re-sanctifying a few time-tested “bulls” that have been copied and recycled for decades) he shows what are realistic expectations and action plans for small businesses, artists and entrepreneurs. Publication of this book is a beneficent “public service from the private sector.”
I have been dipping into Mendelson in little nibbles for about a month; it’s too thought-full to take in too quickly. In a page or less he summarizes similar ideas to those promoted by Brendon Burchard for making money and having fun in the “Expert Industry.” The major difference is that Burchard makes it sound likely that you will succeed and have fun, while Mendelson laments that your “success” in this endeavor has little to no relation to the accuracy, veracity or even the honesty of the content of your “expertise.” It sounds cynical but for many of us it is a valuable reminder to not get hypnotized by the seeming novelty of new platforms.
Last month I was reading online about writing and publishing and the value (or lack of it) of blogging. One of the writers, I think it was Ryan Deiss, sounded in many ways like Social Media Is Bullshit but also used some of the concepts, like “influencers,” that Mendelson denies even exist. Somehow all of it added up to convince me that I want to just write and produce and be happy and authentic. And that is approximately the ultimate advice in Social Media Is Bullshit. I recommend it highly.
Addendum: I called the phone number he gives in the book (and on his web site, http://bjmendelson.com) and he called me back in minutes - an unassuming and friendly author. I once took a position of Treasurer of a large union. My predecessor urged me to get an unlisted number, and I never regretted ignoring that device. Bravo for adding accessibility to transparency, B. J. Mendelson!
January 28, 2015
518-832-9844. This is the first book I've read where the author included his phone number, so I just though I'd pass that along to you. In fact, he mentioned his number at least 3 times, which just goes to demonstrate his willingness to speak to people and create a sense of community. Sort of like Social Media is supposed to do, but doesn't.
Marketing books tend to go way over my head, and while this one was easier to read than most, there were still several concepts I didn't quite grasp. But I won't hold that against the author. Instead, I'll focus on the things I did learn.
As a writer, or "content creator" who is lazily building an online platform, I've probably been focusing my limited energies in the wrong places.
1. Facebook accounts are useful only to drive traffic to your website, but that make them redundant, since Facebook intentionally makes it difficult for small business to reach out to their followers (because not doing that would hurt their ad revenue). Makes sense, so I'll probably delete my extra Facebook pages.
2. Most things that go "viral" do so accidentally, and trying to create a viral sensation is like trying to catch lightening in a bottle.
3. Most of the people who try to tell you otherwise are either crazy or trying to sell you something.
4. Most YouTube videos go unwatched and most Websites go unvisited. Anyone trying to create a platform are usually better off starting locally, and driving people to one central location (i.e. your website) on a more personal level.
One thing that struck me as most interesting is the idea that online likes and page views do not translate into real world sales. Unless you are trying to sell your audience to advertisers (in which case, the advertisers are your customers, not your clients), the time and money spent running a social media campaign is usually a waste for all but the most well funded corporations. And even then, social media campaigns usually need real world (offline) support, like television/news media.
In short: create a good product, get a website, and create personal relationships. Twitter, Facebook, LinkedIn, YouTube, and the others should be used sparingly, and only as ways to draw more attention to your site/brand. And above all, don't make the mistake of investing a significant portion of your marketing budget on "Social Media Coaching."
Marketing books tend to go way over my head, and while this one was easier to read than most, there were still several concepts I didn't quite grasp. But I won't hold that against the author. Instead, I'll focus on the things I did learn.
As a writer, or "content creator" who is lazily building an online platform, I've probably been focusing my limited energies in the wrong places.
1. Facebook accounts are useful only to drive traffic to your website, but that make them redundant, since Facebook intentionally makes it difficult for small business to reach out to their followers (because not doing that would hurt their ad revenue). Makes sense, so I'll probably delete my extra Facebook pages.
2. Most things that go "viral" do so accidentally, and trying to create a viral sensation is like trying to catch lightening in a bottle.
3. Most of the people who try to tell you otherwise are either crazy or trying to sell you something.
4. Most YouTube videos go unwatched and most Websites go unvisited. Anyone trying to create a platform are usually better off starting locally, and driving people to one central location (i.e. your website) on a more personal level.
One thing that struck me as most interesting is the idea that online likes and page views do not translate into real world sales. Unless you are trying to sell your audience to advertisers (in which case, the advertisers are your customers, not your clients), the time and money spent running a social media campaign is usually a waste for all but the most well funded corporations. And even then, social media campaigns usually need real world (offline) support, like television/news media.
In short: create a good product, get a website, and create personal relationships. Twitter, Facebook, LinkedIn, YouTube, and the others should be used sparingly, and only as ways to draw more attention to your site/brand. And above all, don't make the mistake of investing a significant portion of your marketing budget on "Social Media Coaching."
November 4, 2012
Mendelson spends a great deal of time digging up articles, examples and stories from a variety of sources to support the argument that "social media"- for whatever that term is worth - doesn't work to drive business and generate a positive ROI for most individuals, businesses and organizations that are being hammered with the advice that "you must have a social media presence!".
While the title is eye-catching and Mendelson utilizes a humorous style, I feel like he's preaching the the choir. Who's likely to read "Social Media is Bullshit"? Those who don't believe the hype to begin with. That's why I picked it up. To have a source to lend credence to a number of my arguments that it's bogus and isn't an efficient use of time and will not result in any major gains for my purposes.
The book also spends some time looking at how the great democratization that was supposed to occur through the internet hasn't happened and how a shockingly few number of large corporations own the overwhelming majority of most visited websites.
In highlighting the utter ineffectiveness of "communities" through "social media", there's a quote from page 67 that stands out for me:
"If the primary user-base of most platforms on the Web (men, 18-49) can't move the needle in a significant way when it comes to translating online buzz into offline results, that should serve as a pretty serious red flag for you about the power of the Internet at large to fuel the success of something without the media or a celebrity's involvement."
All of the the most hyped internet success stories have a larger back story of well connected individuals, resources and opportunity that is overlooked. The author shed some light on those stories in a way that should make those looking to "social media" for success stand up and take notice.
As the old saw goes - if it's too good to be true, it probably is... Most of these "experts" are just modern-day snake oil salesmen shilling the same marketing advice that has been around for the better part of a century - with a variety of buzzwords and non-generalizable examples thrown in, to differentiate them from the other snake oil salesmen out there.
Definitely worth a read if you're trying to build a brand, drum up sales or seek out publicity.
While the title is eye-catching and Mendelson utilizes a humorous style, I feel like he's preaching the the choir. Who's likely to read "Social Media is Bullshit"? Those who don't believe the hype to begin with. That's why I picked it up. To have a source to lend credence to a number of my arguments that it's bogus and isn't an efficient use of time and will not result in any major gains for my purposes.
The book also spends some time looking at how the great democratization that was supposed to occur through the internet hasn't happened and how a shockingly few number of large corporations own the overwhelming majority of most visited websites.
In highlighting the utter ineffectiveness of "communities" through "social media", there's a quote from page 67 that stands out for me:
"If the primary user-base of most platforms on the Web (men, 18-49) can't move the needle in a significant way when it comes to translating online buzz into offline results, that should serve as a pretty serious red flag for you about the power of the Internet at large to fuel the success of something without the media or a celebrity's involvement."
All of the the most hyped internet success stories have a larger back story of well connected individuals, resources and opportunity that is overlooked. The author shed some light on those stories in a way that should make those looking to "social media" for success stand up and take notice.
As the old saw goes - if it's too good to be true, it probably is... Most of these "experts" are just modern-day snake oil salesmen shilling the same marketing advice that has been around for the better part of a century - with a variety of buzzwords and non-generalizable examples thrown in, to differentiate them from the other snake oil salesmen out there.
Definitely worth a read if you're trying to build a brand, drum up sales or seek out publicity.
January 27, 2013
While the title is a bit of a misnomer -- B.J. Mendelson is arguing, I think, against certain practices and social media types -- this is worth a read for any marketer. Because he does bring a level of critical thought that the practice of marketing could use a bit more of.
He's not afraid to challenge assumptions. And he's not afraid to name names -- he has no love lost for the Chris Brogan types of the world -- and while that may not be a bad thing, it does distract from his argument. He would have been better served, potentially, referring to the lot of them as 'social media ninjas/gurus' and been done with it.
What Mendelson is arguing against is something valuable to argue. That engagement isn't really a viable metric for social. I agree with him, but because it's the wrong master. If you are aiming for 'engagement', you're creating the kind of posts and content that are little more than like/share bait. And what does that give you?
There is a glaring omission in his argument: Apple. This is a company without a real social engagement strategy and they do just fine. He could have bolstered his case, significantly, but taking a look at what successful brands that don't do much in social are doing to be successful.
Funniest, at least to me, is what sparked him wanting to write the book. He was on a 'social media tour' across the country to promote cancer screenings to college students. I hate to tell him this, but that was bound to fail for the same reason that 25 year - old graduates don't get health insurance. They think they're invulnerable.
That's the most unintentional insight in the book -- any channel or tactic in service to a horrible idea that doesn't appeal to your audience -- is bound to fail.
He's not afraid to challenge assumptions. And he's not afraid to name names -- he has no love lost for the Chris Brogan types of the world -- and while that may not be a bad thing, it does distract from his argument. He would have been better served, potentially, referring to the lot of them as 'social media ninjas/gurus' and been done with it.
What Mendelson is arguing against is something valuable to argue. That engagement isn't really a viable metric for social. I agree with him, but because it's the wrong master. If you are aiming for 'engagement', you're creating the kind of posts and content that are little more than like/share bait. And what does that give you?
There is a glaring omission in his argument: Apple. This is a company without a real social engagement strategy and they do just fine. He could have bolstered his case, significantly, but taking a look at what successful brands that don't do much in social are doing to be successful.
Funniest, at least to me, is what sparked him wanting to write the book. He was on a 'social media tour' across the country to promote cancer screenings to college students. I hate to tell him this, but that was bound to fail for the same reason that 25 year - old graduates don't get health insurance. They think they're invulnerable.
That's the most unintentional insight in the book -- any channel or tactic in service to a horrible idea that doesn't appeal to your audience -- is bound to fail.
May 19, 2013
What a perfect title. I actually couldn't agree with the author more and I think he lays the book out perfectly. Yet, I feel like he could have built a stronger case overall. I would have given this book 4 stars if it not for one thing......blasphemy. For no apparent reason, the author uses it not once but twice to be funny and draw an analogy. And both times it's primarily against Christianity. First of all, I see no reason for it in the context of this book, whether you are a Christian or not. Secondly, I believe it discredits the author. Think about it....if he is using this book to belittle those who believe in God, who's to say this book's sole purpose wasn't just to make some buddy of his angry? I just don't get it. Again, it only happens twice and it's not really a big deal, but it's disappointing.
Even if the author has no respect for Jesus, I did think it admirable that he provides as much respect as possible for many of his detractors. There's also plenty of notes and additional reading provided in the back of the book.
Even if the author has no respect for Jesus, I did think it admirable that he provides as much respect as possible for many of his detractors. There's also plenty of notes and additional reading provided in the back of the book.
September 27, 2012
this book proclaimed and supported an idea that i've long suspected: that social media, especially for marketing purposes, is overrated and not as helpful as we have been led to believe. and the myth that we must use social media to promote our businesses or risk getting "left behind" is often perpetuated by those who have a vested interest in those tools' success.
although i don't currently conduct any online marketing for my business, i'm comforted that the "old-fashioned" approach i have used thus far--word-of-mouth referrals, face-to-face meetings, email and telephone introductions, etc.--truly is the best starting point.
as an editor/proofreader, one reason i gave this book three stars instead of four is the vast number of typos. while i know authors don't always have control over those matters, the typos did detract from my enjoyment of the book.
overall, this book provides a timely and needed contribution to the social media conversation.
although i don't currently conduct any online marketing for my business, i'm comforted that the "old-fashioned" approach i have used thus far--word-of-mouth referrals, face-to-face meetings, email and telephone introductions, etc.--truly is the best starting point.
as an editor/proofreader, one reason i gave this book three stars instead of four is the vast number of typos. while i know authors don't always have control over those matters, the typos did detract from my enjoyment of the book.
overall, this book provides a timely and needed contribution to the social media conversation.
August 24, 2013
Maybe not the best edited or articulated contrarian view of social media hipster-ism and the token how to section at the end I could've done without, but I appreciate that someone who has lived in and tried to apply the tools of the world of social media and marketing is willing to put this forth. The bitterness of the lessons he learned aside, a good lesson to take from this is you really can't succeed on any platform or medium if you don't know what it is you wish to accomplish with it. I didn't agree with all of it, but he makes good arguments. The part i most appreciate is his heading off revisionist - read: social media expert/consultant/hipster - history with facts and broader context of what else was going on in the world that led to the changes and shifts often solely attributed to social platforms. And I did laugh out loud a few times - which I'm sure the people next to me on the plane appreciated...
April 29, 2013
This book is a good think piece if you're planning on venturing into social media marketing - it's not necessarily a discouraging book, but Mendelson's writing is there to give you a reality check. You may not become famous strictly by posting Youtube videos or tweeting. He highlights the outside factors that have contributed to the successes of such internet phenoms such as Justin Bieber and Will it Blend? and dispels the myth of the Internet star. I think it's funny to read a book that (even though it was so recently published) already seems out of date just because it's based on constantly evolving Internet trends. How many times is Digg mentioned in this book vs how many times anyone's been on Digg in 2013? While hardly the end-all beat-all on social media marketing, Mendelson has written a funny, insightful book on avoiding common misconceptions in the industry of on online marketing.
June 30, 2014
I'm so glad that I happened to be taking HubSpot's "Inbound Marketing Certification" course when I read this book. It made me think more critically about social media in general and question the legitimacy of the course (Whose interests does my certification really serve?).
Mendelson says he meant to be a good comedian with this book: "I'm saying what everyone else is already thinking." He succeeded because to a certain extent I felt like I had already thought and read this book. The points that *real* community matters more than online community just make so much common sense, though they are enhanced with proof that "awareness" and "engagement" doesn't actually measure anything.
I wish he would've fleshed out his more interesting arguments, e.g. "social media parallels other historical get rich panaceas following great depressions."
Mendelson says he meant to be a good comedian with this book: "I'm saying what everyone else is already thinking." He succeeded because to a certain extent I felt like I had already thought and read this book. The points that *real* community matters more than online community just make so much common sense, though they are enhanced with proof that "awareness" and "engagement" doesn't actually measure anything.
I wish he would've fleshed out his more interesting arguments, e.g. "social media parallels other historical get rich panaceas following great depressions."
February 21, 2015
I got 61 pages into this book. I just couldn't. He starts off by name dropping and going through his background, which I get to a degree- he has to build credibility. But I couldn't get past my general dislike of this author as I read page after page. It seems like he's trying to be "edgy" (he ended a chapter with the phrase "hand job". ooooooooooooooh!) and contrarian, dismissing the value of all marketers (I'm sure he has a point to a degree). But 3 of 4 sections are basically spent setting up his argument before you even get to any meat. I picked this one up to get some ideas for new strategy since I lead my company's SM initiative and wound up putting it down because I didn't want to give this guy any more space in my brain.
His book is as opinionated as they come. If you choose to read it, don't let it be your only insight into social media strategy.
His book is as opinionated as they come. If you choose to read it, don't let it be your only insight into social media strategy.
March 11, 2016
This book was a breath of fresh air. I've been engaged in what Brandon calls "The Asshole Based" economy the past couple of years, reading their blogs, reading their books, listening to their podcasts, watching their videos, etc. But anyone who has ever tried using social media for a small business or even just tried running a Facebook page, will quickly realize that what a lot of these guys talk about is complete bullshit and the only real winners are the platforms you use. I felt better after reading this book and was reassured that sticking to my website and making connections in person mattered more than just having a lot of followers on "the big 6 platforms".
If you are someone who reads a lot of books on marketing I absolutely recommend this book for you.
-also the author has a great sense of humor.
If you are someone who reads a lot of books on marketing I absolutely recommend this book for you.
-also the author has a great sense of humor.
September 12, 2012
This books is everything that I can ask for of a nonfiction book that examines something in contemporary America. It makes a thesis (of sorts) in this case about a problem, examines the history of how we got there, presents many myths that are being recycled in the echo chamber, presents a case that debunks many of those myth, & then presents multiple solutions in how we (the oridnary consumer) can operate effectively. His outside sources are put forth & cited in case the reader wishes to do further research on their own.
A reader may not agree 100% w/ everything presented or suggested in this book. But the author's simply presents his case & leaves it for the reader to decide for themselves.
A reader may not agree 100% w/ everything presented or suggested in this book. But the author's simply presents his case & leaves it for the reader to decide for themselves.
May 28, 2013
I would give this a higher rating if I didn't find so much of it to be common sense. Problem is, not enough people use common sense.
The book also suffers from repetitiveness - the message really is clear far before the book is done. Editing is an issue, too, I suppose because the book may have been rushed to publish in order to take advantage of the current opportunity for sales.
Regardless, it was worth my time and there were examples in the book that helped with my own clarity in understanding the topic. Social media is fun and all, but in terms of some world-changing entity it is total bullshit!
The book also suffers from repetitiveness - the message really is clear far before the book is done. Editing is an issue, too, I suppose because the book may have been rushed to publish in order to take advantage of the current opportunity for sales.
Regardless, it was worth my time and there were examples in the book that helped with my own clarity in understanding the topic. Social media is fun and all, but in terms of some world-changing entity it is total bullshit!
August 3, 2013
The title is interesting and the author has a valid point on how the only people making money off social media are the ones selling social media.
Mr. Mendelson brings up examples of social media success stories, such as the Old Spice campaigns, and adds the facts that pushed these things to success, which are often left out by those selling social media.
Mr. Mendelson also points out that the money required to run some of these social media campaigns which are simply out of the reach of the small business.
Mr. Mendelson's point is well delivered about working on your website and not the social media sites.
Read this before investing your money and time in social media.
Mr. Mendelson brings up examples of social media success stories, such as the Old Spice campaigns, and adds the facts that pushed these things to success, which are often left out by those selling social media.
Mr. Mendelson also points out that the money required to run some of these social media campaigns which are simply out of the reach of the small business.
Mr. Mendelson's point is well delivered about working on your website and not the social media sites.
Read this before investing your money and time in social media.
May 13, 2013
I loved this book because it is written in plain English, makes several key points clearly and concisely and is frankly, a lot of common sense. As someone who is a digital marketer and "social media" guy - both as a practitioner and now as a consultant, I found the book refreshing and to the point.
Of course social media can help, just like anything with the right approach, resources and intent social media is a viable tool in a marketer and PR person's toolbox. Just don't bank everything on it, and understand why and when (and how) it actually works.
Of course social media can help, just like anything with the right approach, resources and intent social media is a viable tool in a marketer and PR person's toolbox. Just don't bank everything on it, and understand why and when (and how) it actually works.
July 24, 2013
Great summary of 'social media' reality. Social media seems to be following the Gartner's Hype Cycle pretty well - climbing up the expectation curve. This is my third social media book and allowed me to 'balance' the promises/hypes of the earlier books. I am still feeling my way through 'social media' and it's applicability to fixing business issues. I see possibilities, but no 'compelling' reason to 'jump' in all out. Plans to go through few other 'social' books. See if I get different perspective.
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