Social Marketology Offers Some Insight Underneath The Buzzword Bingo

I’ve read a lot of books about social media marketing over the past few years. And, much like social media itself, I’ve seen the good, bad, and ugly reflected in the writing and presentation of these books. I think we get a little of all three in Ric Dragon’s Social Marketology: Improve Your Social Media Processes and Get Customers To Stay Forever.

Dragon begins promisingly, outlining a process for companies to adopt and measure social media programs, and identifying “seven different main types of social media programs” to discuss. But then, as foreshadowed in the title, he throws in more buzzwords and clichéd phrases than I’ve ever seen in a book like this, along with citations of arcane research studies and a large dose of psychological and organizational theory that serve to illustrate his points. Perhaps it’s reflective of the large, jumbled nature of social media itself that the book seems unfocused.

Social Marketology is one of those books that doesn’t seem to have a defined audience. Perhaps there’s a new generation of MBAs or business school professors looking for a social media plan that’s grounded in concepts familiar to academics and sociologists. But for businesses, particularly CMOs and social media managers looking for practical advice, there are more accessible books and sources to look to.

Special thanks to FSB Associates for providing me with a review copy.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.