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?