Introduction: A Window into the World of Social Media Marketing

The author compares this book to the kind of "guidebook" purchased by tourists who are entering a foreign culture and need basic instructions and tips for dealing with the locals. It is often culture that creates the greatest problems, and this is especially true of marketers entering the social media, who can often do more harm than good.

The author identifies his audience as "marketers," but notes that "everyone is a marketer these days," so it might be better to state the book is intended to help anyone who is involved in establishing and enriching relationships with customers and the public.

The book presumes some knowledge of the Internet, and concedes it probably has nothing to offer anyone who's already deeply involved in the Internet.

(EN: This seems a good place to state my own prejudices: I'm, not sold on the concept of "social marketing" and don't see how it can be effective in contributing to the bottom line. I'd agree that it's good PR work, in general, but am not convinced of the breadth of its impact as compared to the investment it requires. More to the point, many companies that engage in social media are like the insurance salesman at a cocktail party, invading a relaxed and social environment with a mercenary motive. I welcome the author's attempt to change my mind about the first and demonstrate that the second is avoidable, but have serious doubts.)