Thank you Stephen Baker. Bill and I are working hard on develop new frameworks and conceptual organizers for our books so that we can help students better understand social media. The current editions of Basic Marketing and Essentials of Marketing do not include references to Twitter (which was not around when we last revised) and only a few referemces to Facebook and other social media. Our books deal extensively with the Internet and its implications, but social media is the next wave. While Baker’s article “Beware Social Media Snake Oil” (BusinessWeek, December 3, 2009) doesn’t bring clarity to these issues, it calls attention to the hype. We are trying to carefully revise our books to reflect an understanding about how social media can be effectively used as part of an organization’s integrated marketing communications plan.
As a quick aside, we will miss Stephen Baker’s insightful articles at BusinessWeek. When Bloomberg bought BusinessWeek, Stephen Baker was not offered a job. If you are interested, you can follow his blog at thenumerati.net.