I am always looking for new books, articles, and resources to bring into my social media classes. I have used a range of different books for class, and I have found one that is not only going to be included in my class for the spring, but it should be on the list for all professors teaching social media classes. The book is called “Trendology” by Chris Kerns.
I have to be honest, there have only been a handful of books where I went and sat down and read it all in one sitting. The first one was Michael Brito’s book [another great social media strategy book I am using for my social media class again next year] and this one. What I really like about this book by Chris is the bridge he is able to connect between data analytics to strategic applications – some books have done this, but not as effectively. It was very refreshing to review this book and I realized very quickly that this is a must have book for professors teaching social media classes.
There are so many different elements of Chris’s book that are not only relevant for professors and practitioners to consider, but for students as well. There are a lot of relevant RTM case studies in Trendology, so that is very helpful for professors to talk about these in class but also showcase how students can take these lessons from examples of B2C RTM [Business-to-Consumer Real Time Marketing] and B2B RTM [Brand-to-Brand Real Time Marketing].
- Accepting rather than setting the narrative. This is one point Chris highlights in his book which is very good to focus on and address. This point does provide us with a way of looking at RTM in a different light rather than just a current trend we are seeing. Instead, it’s about the strategic mindset we have to be aware of here. I am really glad Chris has pointed this out for all of us.
- Having great visuals and case studies: I LOVE the amount of case studies, current examples, and frameworks Chris has in this book. The visual illustrating the RTM framework is concise and to the point – but it also can serve as a guide for others when implementing their social media strategies. We all know about Oreo of course, but Chris talks about DiGornio’s, Tide, Charmin, KitKat, and many other cases which is very refreshing to see and be able to talk about with the students. Plus, having the list of brands Spreadfast has followed on RTM specifically on Twitter = fabulous!
- Best explanation of measurements on Twitter: This was a big factor for me here – and Chris nailed it and really created some great definitions that are concise and very clear. This is PERFECT to have for a reading for the students in a social media class. Chapter 2 is essential to look at – one of the best overall presentations of this platform from a strategic/measurement perspective I’ve read.
- Breaking down to the metrics effectively: Chris does an excellent job in walking the reader through the strategic analysis process of looking at the data – what are some trends we are seeing, how do we calculate and evaluate the results, and how do we apply this. Really excellent to see this presented in this book. Chapter 3 focuses on the application of RTM for known events while also highlighting the importance of data analysis and implementation to help guide these strategies.
- Having a blueprint for a dynamic social media team for RTM: Chris has this down for Chapter 5 and continues on this path for Chapters 6 & 7, so if you have a social media class that is focusing on a group project or proposal for a client, this would be good to note and have your class read. Very good strategies and ideas here. These three chapters will help guide students into the strategic mindset process – figuring out what they need to do in terms of the planning stages for their social media efforts so they are able to capture and execute creative messages that are effective on social media.
Overall, I was very pleased and impressed with this book by Chris Kerns. Trendology is not only a book for fellow practitioners, but it is a necessary book to include as part of the required readings for social media classes, especially those who are working with clients and have students propose a campaign proposal.
I am very excited to have Chris speak to my class virtually in the spring for #Freberg15, and I am sure my students will really enjoy reading Trendology for class. Make sure to follow Chris on Twitter as well as use the hashtag for the book as well #Trendology on Twitter.
Hope you all are having a great day!