The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace

Marketing experts Keller and Fay, of the Keller Fay Group, argue that the move toward electronic social networking does not—and cannot—replace good old word-of-mouth. Using numerous examples and case histories of successes and failures, Keller (coauthor of The Influentials) and Fay focus on the “social” in social media, and suggest that producing conversations, interactions, and social influence should be the objective of marketing. Add to that an understanding of the degree to which we are social species and have a “social style of decision making,” and businesses should be able to find their proper method to produce concrete results. The authors explain that businesses must focus on the real-life conversations and interactions consumers have, since, once ignited, these interactions have a dramatic economic impact. Though Keller and Fay’s heavily academic tone might scare off some readers, the authors offer ideas that marketing professionals ought not to ignore. Agent: Richard Pine, Inkwell Management. (May)