Even with the array of social media platforms available to companies and consumers alike, more than 90 percent of consumer conversations continue to take place offline. Why? Because emotions and nonverbal cues remain a vital part of business relationships.
With information gleaned from their six-year study, marketing consultants Ed Keller and Brad Fay, say the implication is clear: Social media is big and growing, but it is dwarfed by the real world in which people live and interact.
In their new book, “The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace,” Keller and Fay compare the current social media frenzy to the 1848 California Gold Rush. The gold rush brought wealth to some, but left many people empty-handed.
Using stories from companies like Apple, General Mills and Kimberly-Clark, Keller and Fay share their extensive insight and research, cautioning companies from placing too grand a bet on online social media at the expense of other forms of social marketing.
The hardcover edition is available for $15.60 on www.800ceoread.com.
