Book Reviews

Full of practical tips and guidelines. Strikes a good balance between 'how to...' and 'these are the issues/opportunities you need to think about'.
Jas

 

What an outstanding book.  Eileen Brown has written an informative book on social media based on her long career in this field, working for Microsoft. As well as providing in depth, yet clear tuition in using various forms of social media for business, she is also practical and realistic; encouraging you to spend a specific time on social media and to measure results. She is aware of how time consuming this can be!
It is an extremely well written book and not techie! I have already bought a copy for a business friend and have no hesitation in recommending it.
Susan Heaton Wright

 

Eileen has produced a guide to the Social Media minefield that even a novice can follow!
There are so many different aspects to Social Media that a business can struggle to identify what is available, what is appropriate and, more importantly, what is working. I particularly like the human face put on the different kinds of Social Media, how she highlights what can go wrong, as well as right and the practical guidance for identifying, producing and implementing a Social Media strategy.
In this book, Eileen draws on her years of experience to produce a solid guide that will aid any business looking to work the social media crowd.
Linda Hogg

 

Eileen absolutely captured how businesses need to use social media to work with their customers. It also helps the average person use social media to advance their careers, their circle of experts and clients. I have personally found this book helpful in using social media to expand the business I work for. It gives practical guidelines to employees and yourself in using social media with interacting with your customers. It gives clear examples of what has worked for businesses and what has not worked for businesses.
Unlike many books this book is dedicated to businesses using social media. This book will help anyone break into social media and use the suggestions to wisely interact with their customers.
Chris W

 

This is a really intelligently written, logical book that is based on experience and genuine advice.
You can dip in to a section and come away with actionable suggestions for how to make massive improvements to existing social media activities; or to give you pointers and inspiration on how to start out.
I cannot bear self-professed social media gurus that just seem capable of wow-ing you with words; but Eileen is credible, humble and helpful. I already have two people lined up to read this after me and I will definitely grab it back to ensure I keep on track with my social media activities.
Looking forward to a sequel when you get time Eileen!
SamL24

 

A good introduction, but seems out of date. an overemphasis placed on talking about Web 2.0 technologies which became dull.
Still useful and recommended for information on the basics of improving social media marketing
M. J. Conway "jimmy2faces"

 

Eileen has written an excellent book.
Having heard her speak at a British Computer Society event I felt compelled to buy the book; and it was a good decision. She covers the why to get involved with social media, what it is, the pitfalls, the options, how to choose what to do and plan, the links to your brand, reviewing and adapting your approach and what the future might hold. So it is really comprehensive.
There are many ways to access the book- read it all, dip into the chapters that relate to your immediate need, or skim by reading the useful summary boxes that are included. I chose to read the whole book and did find it heavy going initially. But it was clear that Eileen has a wealth of real experience and gives the detail that is sadly missing from most texts on the subject, so I kept reading a chapter at a time; and have changed my level of awareness, perceptions and approach as a result of reading the book.

Note, this is a reference guide rather than a novel, so don't expect to read it in one sitting, I suggest its best to read chunks and highlight the bits that fit your needs.
I recommend this book to anyone who has a business that could benefit from connecting better to its current and future customers.
Neil Aldridge

 

Having worked in a number of large b2b and b2b companies this book is perfect for giving a traditional marketer an overview of how we will all be communicating with customers going forward. Businesses can no longer push out communication, cross their fingers and hope for the best. This book not only tells you why and how social media is changing the landscape but what you can do ensure your business implements an effective social media strategy and measure its success.
Katherine

 

Working the Crowd: Social Media is an excellent resume of good practice in this rapidly growing form of communication between people and communities. Eileen Brown is a clear writer and the book has nicely highlighted blocks bringing key learning points into relief. The chapter on Branding Impact and Branding Success was excellent. Highly recommend this book to anyone seriously looking at using social media in their business.
Suzanne Wilson-Higgins

 

Really Excellent - full of practical guidance, clear explanations and great ideas. Recommend to anyone or any business planning their social media strategy.
MaxineC

This book is easy to read; perfect for the Generation Y who needs to know the core values of social media for their upcoming careers. It offers an excellent, in-depth analysis of behaviours and understanding, empathising with the reader and written in a thoughtful and engaging way. Heavily referenced, Eileen's work is backed up by influential figures from around the web, the social media world and modern popular culture, and would therefore be an ideal complement to reading lists for university lecturers teaching on the topic.
Eileen's personality resonates throughout this book as a powerful and influential figure, as someone clearly knowledgeable in her field and offering her expertise to the widely misunderstood Generation Y. The very vast majority will empathise with the key chapters in this book; recognising their own habits and abilities, and given confidence by these words that they can themselves be a powerful entity in the business world.

Social media is a powerful tool in engaging with customers and clients alike, and this book in my professional opinion is the definitive guide to using and engaging with social media in the modern age. I would highly recommend this to anyone working in or around the technology industry, and beyond.
If you ever have the chance to see Eileen speak, either in person on a one-to-one level, in a keynote speech or broadcasting live or on webcasts, it will be so very apparent why this book is called 'Working the Crowd'.
Zack Whittaker, ZD Net

 

As a business person, you may already know how to work a crowded room - now you must learn to extend your company sparkle and your brand across the Internet!

Often social media books are written outside the corporate walls, from pie-in-sky viewpoint of the visiting consultant, or solely with one corporate viewpoint or experience (or let's face it, largely about the United States) . Eileen 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 - and told in the lively voice those hearing her via social media channels and live audiences have come to know and love. As an IT evangelist for Microsoft she made technology approachable and engaging while winning an international readership - now she expands upon the business dynamics as well as the technologies businesses can use for success.

From the early advent of blogging to the use of social games for business aims, Brown takes the reader step by step through this complex subject. Whether promoting your own personal brand (remember to put your social network identities on your business card!) or being the spokesperson for a billion-dollar business (and having to contain PR backlash), business readers will find useful nuggets throughout.

Elizabeth Aoki

 

Is Social media something that you feel you should know something about, but seems that little bit ambiguous, or maybe you feel it's all hype with no science? I fell somewhere between the two and this book provided the education I needed.
The book is written in a practical, no nonsense fashion switching between theory and true real life examples constantly and seamlessly. The result is that one gains a true understanding of the principles of Social Media but also a 'coach' to help one implement the lessons learnt.
I can't recommend this book enough, and I am sure that you will find it an interesting (even entertaining!) read right from the start that will change your view on Social Media for good.
Cheap at twice the price is my summary!
Malcolm Bullock

 

Eileen Brown's book is going to be my handbook for social media. I have already started following her advice to create my social media strategy (chapter 3) and update my on-line brand (chapter 6). 'Working the Crowd' is packed full of helpful advice but more than that has demystified for me the myriad of choices between different tools and networks. I love her social media tools flowchart which helps you decide which channels to use and the helpful check-lists and guidelines scattered about the book. Most of all I love the fact that in spite of all the 'odd' terminology associated with the subject, this book is written in plain English.
Margaret Williamson - Boardroom Development

 

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.
Sarah Speake, Industry Director, Technology, Google UK

 

“Want a grounded business book that spells out in practical terms both the strategy and the tactics for using social media from a tech industry veteran? Want strategic social media insights applicable both in Europe AND the US? And want it all told in a warm, personable style that combines the right amount of strategic case studies with the right amount of nuanced tactics?

If so, Eileen Brown’s Working the Crowd: Social Media Marketing for Business is for you. From the early advent of blogging to the use of social games for business aims, Brown takes the reader step by step through this complex subject. Whether promoting your own personal brand (remember to put your networks on your business card!) or being the spokesperson for a billion-dollar business (and having to contain PR backlash), business readers will find useful nuggets throughout.

Often social media books are written outside the corporate walls, from the pie-in-sky viewpoint of the visiting consultant, or solely with one corporate viewpoint or experience. 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 - and told in the lively voice those hearing her via social media channels have come to know and love.

As a business person, you already know how to work a crowded room - learn here how to extend your company and your brand across the Internet! “
Senior Program Manager, Social Media, Microsoft

 

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.
Jason McCullough

 

“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.”
Bruce Lynn

 

I was lucky enough to get a preview copy of Working the Crowd: Social Media Marketing for Business from Eileen Brown. She and I have been working together and bumping into each other for years, which is why I agreed to read it. But I'm recommending it simply because it's good. It's full of no-nonsense advice and useful anecdotes. Just a few pages in, for example, she says:

          "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."

I'm not saying that no-one has thought of that before. I am saying that clearly stated and useful advice is a good thing, and this book is full of such advice. She clearly tackles this "this is just a fad" crowd, explains about "influencers" (like me) and lays out specific actions steps you can follow to have a good social media experience. This includes how to measure what is happening, which most companies desperately need. She even covers specific sites and tools, guidelines for blogging and Twitter, and how to protect yourself from reputation damage or legal consequences.
It's a good book. If you don't have a social media strategy yet, then reading this one will take you a long way forward. I recommend it to any business wondering about "the twitter"
Kate Gregory, Founder, Gregory Consulting

 

For those looking to develop a greater understanding of social media, this book offers a great introduction to the concepts and strategic reasoning behind it. Eileen's extensive experience and ability to articulate many valid points will enable any business owner to understand the opportunities social media marketing offers.
Easy to read, and easy to navigate - a valuable addition to your bookshelf that you'll want to refer back to regularly.
Susanne Dansey,  Purple Cow ideas Management

 

Its no secret that by now the use of online social network is exploding. Latest figures have shown that 74% of internet users have logged onto or contributed to a social network such as linked in or Facebook. 74% also say they are influenced by the opinions and recommendations on these products and services. Social media dominates our lives and poses questions on what are the best tools and methods to help support a business in communicating with its customers.
Eileen helps you to navigate the social media marketing maze to ensure profitability and not gimmicks. She encourages you to really think about the aims and objectives of your business in considering a social media strategy before starting any of them which makes this book extremely practical and valuable. She also offers advice on how to measure the success of the tools you have implemented. Just like Eileen this book is not only straight talking and jargon free but hugely engaging and relevant. With simple practical steps, Eileen offers you instant access to a world that will offer a range of social networking tactics that will help reach news customers and clients as well as getting existing ones to engage in more business
Sheryl Newman, Operations Director, Easthaven group

 

Eileen completely rounds out and defines the personal and virutal world of socializing for business in the era of social media marketing. I had a hard time putting down this book unless it was to jot down some notes and action items. Worth the read, more than once.
Elisabeth Vanderveldt, co-founder, Conamex

 

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.
Kim Matlock, Sr. Director, Digital & Consumer Related Marketing, Hard Rock International

 

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

 

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