Books Recommended for Social Media Managers
Throughout the class, we have recommended a few books for additional study. These are not books about social media. Instead, they are books that provide perspective and information about topics outside the social media management curriculum, that are nevertheless very useful for people in the business. Not everyone is a book-buyer; none of these is part of the curriculum for the class. If you ARE a bookworm, you might find one or more of these helpful:
Bookkeeping, Accounting, and Pricing
Ellen Rohr is simply the most understandable writer about money and accounting that I have ever found. People who understand accounting think her books are simplistic and trivial; people who don’t understand accounting because their brains don’t work that way will find her clear and helpful. Honestly, if you’re tired of accounting people and bookkeepers talking more slowly when they speak to you, as if you are disabled in the head and will get it if you hear it enough times, try Ellen. Breath of fresh air. You need to know this stuff if you are going to be in business. If you have tried and failed with classes and lectures and DIY, read Ellen. Even if you pay someone to do your bookkeeping and accounting for you, read Ellen. It will make more sense.
Basic Business Management
The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It Paperback by Michael E. Gerber
“In this first new and totally revised edition of the 150,000-copy underground bestseller, The E-Myth, Michael Gerber dispels the myths surrounding starting your own business and shows how commonplace assumptions can get in the way of running a business. He walks you through the steps in the life of a business from entrepreneurial infancy, through adolescent growing pains, to the mature entrepreneurial perspective, the guiding light of all businesses that succeed. He then shows how to apply the lessons of franchising to any business whether or not it is a franchise. Finally, Gerber draws the vital, often overlooked distinction between working on your business and working in your business.” – Amazon
Managing Image Files
The DAM Book, by Peter Krogh, is the only reference I’ve found that addresses the problems of file naming, tagging, and findability that can cripple an image-heavy business. He writes for professional photographers; professional social media managers with image-heavy clients (weddings….) aren’t all that different. It’s not exciting reading. There’s simply no alternative, and you have to figure out some solution or you’ll go mad.
Running a Service Business
In the interests of not re-inventing the wheel, Harrington’s Best Business Practices for Photographers has a lot to offer about a business that in many ways is similar to social media management agency work. (It’s possible there are equally useful books about running a PR or Advertising agency that would serve the same purpose; I found Harrington first.) If you’ve ever found yourself giving away work, he’ll help you find ways to not do that again.
Measuring Added Value
Winning with Customers helps you measure you much YOUR product or service helps your customers make more money.Keith Pigues is the Dean of the Business School at NC Central University in Durham, NC. His book, Winning With Customers, spells out how you can measure and report on how much money your product or service makes for your customers’ businesses. It worked for GE. Who are we to argue?
Social Media for Business:
Social Media for Business: The Small Business Guide to Online Marketing
Social Media for Business is an insider’s guide to online marketing for the small business owner, manager or entrepreneur who wants to build the right multidimensional Web presence. Guaranteed to boost your social networking IQ, this book invests in your future with tips for sustainable tactics and savvy communications that are proven to deliver the real social media ROI – higher levels of customer engagement. Co-authors Martin Brossman and Anora McGaha speak from experience in educating small businesses and solo-professionals in the everyday strategies that drive social media results. In all, more than twenty experts contribute their perspectives on Web marketing and social media management. Social Media for Business: • Explains the competitive advantage for small and micro-business owners • Clarifies how businesses attract, engage and retain new customers • Demystifies social media strategy, implementation and content creation • Helps you define and evaluate your social media management program • Alerts you to the risks of not monitoring the online conversation • Discusses the value of fully integrating social media into your business • Guides you through the exciting cultural changes and paradigm shifts – Written in 2011 it is still a good fundamental book and referred to a website for updates and other resources www.thesocialmediaforbusinessbook.com
Understanding Google Hummingbird update and Semantic Search
Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence (Que Biz-Tech)
“Breakthrough “semantic search” techniques are already transforming Google™’s search results. If you want to be found, yesterday’s SEO techniques won’t cut it anymore. Google Semantic Search tells you what to do instead—in plain English. David Amerland demystifies Knowledge Graph™, TrustRank™, AuthorityRank™, personalized and mobile search, social media activity, and much more. Drawing on deep knowledge of Google’s internal workings and newest patents, he also reveals the growing impact of social networks on your SEO performance. Whether you do it yourself or supervise an agency, this is your complete playbook for next-generation SEO” – Amazon
Repped: 30 Days to a Better Online Reputation by Andy Beal
“Why You Can’t Afford to Ignore This Book: Whether you realize it or not—or even wish to admit it—you already have an online reputation to protect. It doesn’t matter if you’re fresh out of college and hoping your past Facebook indiscretions don’t torpedo your career prospects, or a Fortune 500 company trying to make a name for itself in a crowded market, your reputation online is vital to your success. In Repped: 30 Days to a Better Online Reputation, world renowned online reputation management author, speaker, and expert Andy Beal walks you through a practical 30-day plan to build, manage, monitor and protect your valuable reputation online. ” – Amazon
Fundamentals of Marketing
Rubies in the Orchard: The POM Queen’s Secrets to Marketing Just About Anything by Lynda Resnick
Mentioned this book in one of the classes. The same person who brought you The Franklin Mint, brought you Fiji Water, Pom, and Teleflora. She can move product, all before social media. “She is the smartest and hardest-working marketing brain in the business – the kind of marketer who can sell “ice sculptures to Eskimos.” But her brilliant ideas aren’t simply the result of random inspiration; they’re the products of a systematic approach to marketing that any company — large or small — can adapt to achieve success. In RUBIES IN THE ORCHARD, she divulges her secrets for creating some of the world’s most memorable and iconic brands, and the bull’s-eye strategies to sell them. ” – Amazon
Understanding Google Adwords – PPC
Ultimate Guide to Google AdWords by Perry Marshall
“Double Your Web Traffic – Overnight! Whether you’re brand new at AdWords or 7-year veteran, The Ultimate Guide to Google AdWords will decisively advance your game in 2 hours or less. Google gets searched more than 1 billion times every day–creating an unbelievable opportunity to get your business in front of thousands every minute…IF you know what you’re doing.” – Amazon