“Social Media Marketing Strategies for Bottom Line Impact” by Alex Marks

Reviewed by Amanda Davie, founder and managing director of Reform

Everyone in business is talking about social media. And if you’re wondering what all of the fuss is about, this book will be complimentary time and money well spent, and it will provide you with a great foundation for instigating growth within your business.

So what is social media all about then? Many are talking in tongues, and most don’t know what they’re talking about. It has fast become the chairman’s syndrome, it is creating inter-departmental wars and it is empowering young talent within business to make their mark on organisational change. Blimey!

Put plainly and simply by Alex Marks in “Social Media Marketing Strategies for Bottom Line Impact”, social media is born from people’s intrinsic need for socializing, for creating human tribes.Depending on the context, the word “media” is often a misnomer because what we’re talking about here is consumer empowerment, cultural shifts and business model change. All of these themes are explored and exemplified adeptly by Marks.

What I like about this book is that it doesn’t presume a marketing – or worse still – a digital marketing foundation. Marks’ insight is holistic, straight-forward and grounded in the real-world.
This book goes a long way to explaining to business people the concepts of social media marketing. But there are countless books, white papers and so-called social media experts who can teach us these.

What is different and valuable about this book is that it highlights to everyone in a business environment (and arguably beyond) – from the CEO down to the Generation Y grads – the challenges that industry faces when it comes to social media. Because it represents organisational change – something which is very difficult to navigate unless all parties are willing.

“Social Media Marketing Strategies for Bottom Line Impact” provides practical marketing and business advice for how to develop social media strategies, and its tangible focus on business improvement and growth is refreshing.

As Marks explains, all media will have a social element; hence social media will become the default form of media and communication for businesses in the future. But more than that, its data and insights provides business leaders with a rich seam of learning which will shape and change commercial and cultural frameworks within organisations moving forwards. “Social Media Marketing Strategies for Bottom Line Impact” also prepares its readers for the challenges that lie ahead: the rise of the powerful and dangerous “super-serve me” customer, data privacy issues and, in some cases, fundamental business model change.

What I personally find fascinating about social media is the clamor for ownership within businesses. Social media is fuelling empowerment, innovation and positive change within industry. Social media is the fast train to senior management. Middle managers: read this book and buy your one-way ticket now!

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