I’ve known Ric for a while now. He’s been a good friend and a wonderful supporter of my work over the years. He’s well known in search and social marketing circles and he’s also a respected software developer and entrepreneur. When he asked me for a quote to support his new book, Social Marketology, I of course didn’t hesitate.
“In studying social media we must also embrace social sciences. Sociology, psychology, neuroscience, statistical analysis, ethnography, as well as marketing are at the source of Social Marketology, and Dragon explains how and why it matters to business.”
- Brian Solis, author of The End of Business as Usual and Engage!
Now that his new book is out, it’s officially on my summer reading list.
Here’s the official description:
In Social Marketology, cofounder Ric Dragon of the renowned search engine marketing firm DragonSearch, takes social media marketing to the next step—showing how to choose the best tools for your needs and develop a strategy tailored to your goals.
Drawing from such process methodologies as LEAN and the Capability Maturity Model, Dragon helps you develop a social media process that is quantifiable, repeatable—and improvable. His process is based on these basic steps:
- Focus on desirable outcomes: Vision, Goals, Objectives, and Metrics Pinpoint the very smallest segments of your customers
- Determine the communities to which these microsegments belong Identify the influencers of those communities
- Create an action plan for your project Measure and constantly improve your efforts
The beauty of Dragon’s method is its core flexibility. New social media platforms are guaranteed to pop up in the near future. Any strategy based on the methods in this book can be adapted to take full advantage of them.
The age of blind trial and error for social media marketers is over. Social Marketology provides the means to implement an effective campaign that is testable, controllable, and fully integrated within broader campaigns and goals.