Due out Sept. 4, B.J. Mendelson's Social Media is Bullshit aims to tear down the curtain propped up by so-called social media gurus who peddle their consultant services to clueless companies looking to stay competitive in the changing media landscape.
Using wit, humor and formidable on-the-job experience, Mendelson demystifies the powers of Facebook, Twitter and the blog world to spread influence and maintain popularity. The book should be must-reading for any organization that hires a 20-something hotshot and hands over free reign over its internet branding, expecting magical results.
Far from the teeth-gnasihing teardown implied by the title, the book includes some solid advice about how to build a strong social media profile as a business or individual. He doesn't have any stunning revelations -- his point seems to be that genuine influence spawns from organic mastery of content rather than SEO-style tricks -- but that dovetails with his overarching point. Online, just as offline, there are no shortcuts to success.