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his is a statement I don’t make lightly, but honestly, if you want a comprehensive, but easy to apply course on the key elements of social media engagement strategy, read Branded!HowRetailers EngageConsumerswithSocialMediaandMobility.


I must admit I was a little pessimistic when I started reading it as I feel


that many books on ever-improving technologies are out of date by the time they hit the shelves. However, I really enjoyed this one and the many examples and insights provided on how such a new industry topic – the advent of social media – is impacting retailers today. Many retailers that I have personally worked with have been getting


more analytical and fact-based in running their businesses. Now, the bar has been raised. Retailers must commit leadership-level attention to the socialmedia channel and how to best use it to improve bottomline results. I have been involved with surfing and shopping on the web for many


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years. I use Facebook, Twitter, YouTube, and LinkedIn. Web 2.0 brought on a new revolution in social media that I never really thought about. Bernie Brennan and Lori Schafer’s book gives a great background on social media and what it has meant to retailing. Most companies have yet to embrace social media, especially here in


Ireland. I enjoyed reading about the marketing practices used by Starbucks, Macy's, Best Buy, Wet Seal, JC Penneys, 1-800-Flowers, Pizza Hut and Zappos, using smartphone and Web 2.0 applications. So why is this book any different to the myriad of other books appear-


ing about the same topics? I believe it’s about the balance it finds between introducing social media, demonstrating how it works through practical examples, and looking at the true value of social media in understanding your customers. Unfortunately in Ireland we’ve been a little obsessive and rushed in


diving into social media and basing success on the number of ‘likes’ a fan page has. Possibly this is down to some poor advice floating around


Branded! How Retailers Engage Consumers with Social Media and Mobility byBernieBrennanandLoriSchafer’s Publisher ISBN:978-0470768679


the marketplace from ‘social media experts’ with little marcomms understanding. The great thing about this book is that it comes from two people who


seem to really ‘get it’. Brennan brings true retail experience, having held CEO positions in many leading retailers, as well as having been chair- man of the National Retail Federation in the US. Schafer, meanwhile, brings the technology experience and is execu-


tive adviser at SAS Institute and has worked with leading companies such as Procter & Gamble. Branded! also takes a look at the risks and viral nature of social


media, which is equally as important. We’ve all heard the war stories, even if they aren’t that old. Comments travel very quickly with no limits on social media. The book contains a lot of great statistics and back- ground on the evolution of Web 2.0. And finally, the part of the book that makes it extra special is the sec-


tion on analysing value in social media. Too many times I hear about KPI or ROI setting without really asking what success really looks like. This area is ever evolving and more and more data and technology is coming on board to make this a little easier. Social media provides an excellent unfiltered source for generating an understanding of how customers feel about your brand, products, serv- ices, employees and stores.


David Connor is founder and chief strategy and innovation officer at eightytwenty/interactive.


In Bernie Brennan and Lori Schafer’s latest book, Branded, David Connor finds an insightful and case study-led introduction to how socialmedia andmobility is impacting retailers today


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