This weekend I started reading Stephan Dahl’s latest book: ‘Social Media Marketing – Theories & Applications’ (affiliate link here).
In the Introductory chapter, having discussed several well-known success stories such as Spotify and Groupon, as well as social media crisis such as #askJPM or #askBG, the author says:
“(M)any of the qualities ascribed to social media are neither novel nor did consumption co-creation and user generation start with Facebook, Twitter, LinkedIn and other social media apps. Consumer and interest groups did not arise following the ‘introduction’ of social media. Groups such as the Boston Computer Group (BCG), founded in 1977, were active long before social media or even the widespread adoption of the Internet was conceivable. (…) What can be said with some certainty is that the widespread adoption of communication technology has increased the speed of and lessened the effect of geographical boundaries on information exchange. This book aims to contribute to a more informed debate about the real impact of social media by looking beyond the hype and examining how current theories can be used to explain social media, and particularly, how such theories can help to develop effective and successful social media marketing campaigns.” (page 5).
I am loving this book, already. We really need a book that looks beyond all the hype, and that brings some (theoretical) rigour to the analysis of social media phenomenon, don’t you think?
What have you been reading, lately?
Ana Canhoto 
Sound interesting indeed. I think it’s always good – whether through books, blogs or any other channel – to examine phenomena beyond the hypes. Especially now with the talk about the EU Digital Single Market. I still find it (referring to the ‘lessened effect of geographical boundaries’) odd that I cannot access some information, simply because I access the internet from a particular EU country, while it is accessible from another. One example would be the ceremony at Auschwitz today, which will be live-streamed from EU Member State Poland over YouTube, but cannot be watched in Germany due to the archaic stance of the local performace rights organisation GEMA.
Personally, I’m (still) reading Creative Confidence, by the Kelley brothers, known from design and innovation firm IDEO. Can certainly recommend it.
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It is, odd, indeed how digital rights work…
PS – your comment that you are (still) reading that particular book sounded very familiar. I am finding it really hard, nowadays, to finish a book. Do you think it is ‘just’ the demands from adult life, or something to do with the distracting effects of social media?
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