As more internet access now comes from smart devices than desktop computers, university curriculum for social media courses are adopting modules devoted to mobile marketing. Few books provide an extensive overview of social local mobile (SoLoMo) technologies and mobile customer experiences that would qualify for academia. An exception is Go Mobile. The authors, Jeanne Hopkins and Jamie Turner, provide an excellent overview of how mobile is changing the social media landscape.
The book, in my opinion, qualifies academically as a supplementary reading for undergraduate level and MBA programs. The recommendation is based on the following:
- Hopkins and Turner provide a broad enough perspective of mobile marketing to encompass a complete module on the topic. Extensive discussions are devoted to mobile optimized advertising campaigns, mobile search, mobile e-commerce, apps, mobile websites, location based services and QR codes.
- The book is well organized around a college level curriculum with beginning chapters devoted to understanding the mobile landscape, classic marketing mistakes, large brand usage and the mobile customer experience. Subsequent chapters get application specific with the final chapters devoted to B2B usage and ROI measurement. This organization resembles a marketing plan format that progresses from situational analysis to strategy, tactics and measurement.
- Chapter Ten provides insights into the thought process of professional service consumers. Overviews of customer experiences are provided for banks, hotels, universities and a number of other service industries to consider in building mobile responsive websites.
- The book is very well written and compartmentalized around distinct chapter topics. Each chapter ends in a “Do This” and “Don’t Do This” to reinforce learned concepts.
What keeps the book, however, from qualifying higher as a primary text for MBA social media courses is the following.
- Given the fast paced change in mobile technologies, this 2012 edition will likely have to be updated before 2016. Advances in messaging apps, wearables and big data, in particular, will require eBook and blogs to complement the text.
- A detailed case study or multiple mini-cases would enable more critical thinking exercises for MBA level courses. Without them, instructors are left to construct exam questions or project assignments. The book itself, however, is descriptive in nature. Consequently, the material does not lend itself well to the more complex and strategic oriented evaluation techniques used to assess MBA level learning outcomes.
- Despite the growing popularity of mobile marketing topics in social media marketing curriculum, the scope of topics covered in the book represents around 20% to 25% of a typical syllabus devoted to social media or content marketing.
Overall Evaluation of Social Media Book
Category: Recommended supplementary reading for undergraduate and MBA courses in social media marketing.
So what is your take on this book being qualified for higher education? Please share your own criteria or what disagreements you have with this book’s academic influence.