Book Finished: June 8th, 2015
I skimmed, re-skimmed, and more thoroughly read this book several times over the course of my thesis research. In that perspective, it was fascinating to complete a literature review of what experts said, and then see the similarities and discrepancies of what those in the mental health nonprofit community said about the tactics that work for them. Now that I have my research complete, and was able to read this book again, it was an interesting look at how traditional media tactics carry over into new media.
Published in 2012, one review I came across of this text said simply, “does what it says on the tin.” That’s a pretty honest review of this book. It does have the promised 101 tactics, but they are found in smaller, easy to consume tidbits with occasional research backed notations. There isn’t much scientific reasoning given for a lot of that tactics, but there doesn’t have to be.
The book’s main goal is to provide nonprofits with the building blocks for a social media campaign and new ideas to try on these platforms. For the most part, this goal is met.
This book would work well as a resource for nonprofit communicators new to the realm of social media. It includes information on how to set up the various platforms and what their pros and cons are. Those new to social media will be please to see that some tactics that work in the world of traditional media still apply. For tactics unique to new media, nonprofit marketers will find an easy to understand guide in this text.
Unfortunately, the book’s age is its one downfall. It seems silly to refer to a book published 3 years ago as outdated, but it is. This isn’t the authors’ fault; social media changes so rapidly that some of the information they started with was likely different shortly after publishing. The majority of the problem lies with how Facebook for business/nonprofits works today. Facebook changes its timeline and major functionality at least once a year, which means the sections of the book focusing on set up of this platform no longer apply.
Still, the books does what it says, and most nonprofit communicators will get a few new ideas from this quick read.