Career, Marketing and Advertising Books at a Bookstore

The Myth of the Social Media "it" Book

As a professor in San Francisco State University‘s Social Media Certificate program, my students ask me constantly for book recommendations.

Lately, it’s become clearer and clearer that everyone – not just my students – are looking for “the” book to tell them how to engage in social media or the Web.

Not unlike academia, the “publish or perish” mantra seems to have enveloped the social media “expert” community. Many of these experts are friends, and they truly have invaluable expertise.

However, there’s a crucial piece missing: Critical thinking.

If you’re looking for a solution, and reading around for solutions, here’s my assignment:

  • Read at least three books, articles, research and / or case studies
  • Pick and choose from what works
  • Discard what doesn’t
  • Think and decide for yourself
  • Be confident

There is no “one size fits all” solution.

You certainly need to know the basics, but beyond that, think through possible options and decide what works best for you, your situation and – above all – your business.

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