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Working the Crowd

Social media marketing for business
2nd edition

Eileen Brown (author)

UK Price: £19.99 EU Price: €24.99 ROW (USD) Price: $27.99 
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ISBN: 9781780171265
Format: Paperback
Dimensions: 170 x 244 x 10
Number of pages: 178
Publication date: 07 JUN 2012
Publisher: BCS, The Chartered Institute for IT




Engaging with social media such as Facebook, YouTube, and Twitter is now a key part of global business communications. Blogs, microblogs, social networking and social news sites have become the new tools for effective marketing and sales. This book is an excellent resource for anyone planning a social media strategy or individual campaign. It includes: specific sites for various types of networking and engagement; blogs and microblogs; online presence and creating a social media brand; brand perception and reputation; legal issues; connecting to a global audience; job recruitment via social media; how different age groups interact online; viral marketing; creating brand advocates and how they can broadcast the message; future predictions. This new edition is updated to cover the latest thinking, practices and technology such as Google+.
Eileen Brown began her career in the Merchant Navy and was Shell Tankers’ first female Deck Officer. She then took charge of a container shipping line before managing Microsoft’s IT Professional Evangelist team. She is now CEO of Amastra Ltd, where she works on companies’ social media strategy and online branding.
'Eileen has created a masterpiece here in unravelling the complexities, acronyms and challenges presented by the ever-changing world of social media. Whether for the individual, small business or corporation, "Working The Crowd" demystifies how social media can be used to network, communicate, forge business partnerships and gain or share knowledge, backed by Eileen's years of experience in technology and networking. (review of previous edition)'
Sarah Speake, Industry Director, Technology, Google UK

'Eileen Brown blends extensive real world business experience with in-depth social media knowledge to create a unique and valuable guide. (review of previous edition)'
Sue Thomas, Professor, Institute of Creative Technologies, De Montfort University

'Working the Crowd is packed with pragmatic tips, hints and insights from someone who has lived and applied these tools on all levels from small business to multinational corporation. (review of previous edition)'
Bruce Lynn

'A comprehensive, no-nonsense review of the social media landscape, what it means for you and your business, and how to use it as an amplifier for your goals. (review of previous edition)'
Jason McCullough

'Eileen remains on the cutting edge of social media strategy that when implemented returns a measurable ROI. I would highly recommend her book to any business who wants to deepen their customer interactions through powerful word of mouth marketing strategies. (review of previous edition)'
Kim Matlock, Sr. Director, Digital & Consumer Related Marketing, Hard Rock International

'For those still stumbling around in the dark, this excellent book helps shed light on the game-changing nature of social media, its tremendous opportunities and the many dangers that await those who insist nothing has changed and it is just another route to market. Despite being a little technical in places it is overwhelmingly well written and easy to understand, providing a comprehensive and accessible guide to the ill-informed and experienced alike. (review of previous edition)'
John Ling, Regional Communications Officer, Chartered Institute of Marketing

'Brown’s varied experience and analysis of both the small and large businesses’ need for social media makes her advice stand out from the crowded field. (review of previous edition)'
Betsy Aoki, Senior Program Manager, Social Media, Microsoft

'This is a good, practical guide to using social media in business and the challenges for businesses to create a coherent plan in the face of the ever changing nature of social media.'
Alex McLachlan MBCS, Senior Consultant
1 Why do we want a social media strategy?
2 The new way of communicating
3 Your social media success plan
4 The tools of the new web
5 Networks
6 The online brand
7 Brand impact and brand success
8 Connections and reputation
9 Discovery
10 Scaling networks
11 Relationships and engagement
12 Amplifying your message
13 Where is it all going?

Customer Reviews.Add a review

Excellent book, must have for every business.
(Anon)

Superb insight into business social media.
(Anon)

An essential guide to understanding the power of social media and marketing in business.
(Gareth Reynolds)

To the point but not superficial. Without the mystical social media jargon but despite that really hitting the subject. Encouraging humour granting an opaque matter transparancy.
(Jan Jongbloed)

Current, relevant and informative.
(Jacqui Hogan)

Eileen's advice and suggestions are spot on!
(Mike Talon)

Brilliant book completely understandable in this jargon age, full of facts and useful directions, written with the reader and user in mind.
(Sue Hall, WiRE Network Leader)

Review of first edition:
A comprehensive, no-nonsense review of the social media landscape, what it means for you and your business, and how to use it as an amplifier for your goals.
03(Jason McCullough)

Review of first edition:
Working the Crowd is packed with pragmatic tips, hints and insights from someone who has lived and applied these tools on all levels from small business to multinational corporation.
03(Bruce Lynn)

Review of first edition:
I was lucky enough to get a preview copy. Eileen and I have been working together and bumping into each other for years, which is why I agreed to read it. It's full of no-nonsense advice and useful anecdotes. If you want to progress in business, don’t wait to be discovered. Make sure you have a great online profile and a positive brand.

To read this review in full on my blog, click here.
05(Kate Gregory)


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