A Review of Social Media is a Cocktail Party: Why You Already Know the Rules of Social Media Marketing
It happens to all of us, those sleepless nights where we can’t fall asleep or can’t stay asleep for very long. It doesn’t happen to me often, maybe once a year. However, last night was one of those nights and I know just who to blame… Jim Tobin & Lisa Braziel of Ignite Social Media.
At the end of December I won a copy of their book, Social Media is a Cocktail Party, from a comment contest on Marketing Pilgrim. They even autographed it (rock stars!). So, yesterday I was stuck at the dealership getting car repairs done to meet state inspections and it was the perfect opportunity to get the reading in.
Honestly… the flat out best book I had read in quite some time. Jim and Lisa have really spilled the beans on Social Media Marketing with this book. Social Media is a Cocktail Party is a thought provoking book (hence the sleepless night) that shows Jim & Lisa’s in-depth knowledge and expertise in the Social Media Marketing Industry.
The book takes you through the good, the bad and the ugly of social media campaigns. The integration of real world cases, blog posts and quotes from respected industry leaders make the book a reputable source for an individual, agency or company looking to gain consumer insight and an advantage with social media marketing.
Social Media is a Cocktail Party drives home a number of points on how to effectively use social media sites and tools to drive brand reputation, customer loyalty, sales and website activity. One of the largest themes throughout the book is that social media is about conversations that require etiquette similar to being the “new guy/gal” at a cocktail party.
The book takes you through the process of learning about social media and the proper etiquette needed to participate in the many different circles of social media. You learn from the flops of Coke, Wal-Mart and Dell as well as the successes of Target, Blendtec and Dell. Yes, Dell has been on both sides of the fence.
Social Media is a Cocktail Party drives home that social media is least successful when used a push marketing platform. Instead, social media should be used in a pull fashion. Pull is where your current customers and potential customers guide the conversation and you are able to pull valuable information from them.
In the Preface, Professor Robert Lauterborn, says that the only competitive advantage a company can maintain is an understanding of their customer base because competitors will always be able to mimic your revolutionary features in their product within a short period of time. Social media offers companies the opportunity to get to the true opinions of their customer base. The companies that can interact well in a social media environment will maintain their competitive advantage and either continue to be or become a market or thought leader of their industry.
For those of you who read this book and “get it” enjoy your sleepless night that follows. Your mind will be racing at a million miles an hour, faster than your fingers can type or hand can write, and know that you have come across a book that will hopefully change the way that you interact with customers and do business.