A Year in the Making: The Social Media ProBook

  by Leslie Bradshaw

Over the last year, JESS3 has had the pleasure of working hand in hand with Eloqua to create a healthy stack of real-deal content, purposely optimized for the social web. From The Message is the Messenger, to The Future of Revenue, to the Social Media Playbook, to the Content Grid v1 and v2, to even helping SXSW celebrate its 25th anny, it has been an incredible journey with an amazing partner.

During this same time, it’s undeniable that the landscape of the Internet has changed in many ways due in large part to social media. Specifically:

  • Platforms have evolved. From social plugins to privacy terms to the app’ization of social to the technologies powering everything to the devices we consume it on to the UIs to the APIs… keeping up is a full-time job.
  • Platforms have come and gone. Some have successfully launched and been acquired, while others have shut down, changed their logo or even their name ($20 bucks if you can tell me the new name of Classmates.com is off the top of your head –#client).
  • We have evolved. Our understanding of social media is wider and deeper. As strategists, community managers, marketers, designers and technologists we have (hopefully, finally) convinced our bosses, team members and organizations that social matters and that we need the operational and resource support to engage, measure,iterate and scale beyond just having a Facebook page and a Twitter handle.


    • Enter: The Social Media ProBook. This book could not have been written any sooner and, should there be any announcements from any startups or established players in the next 15 minutes, it is already outdated (and yes, Google+ did make it before we put it to bed last night… barely).

    The Social Media ProBook

    View more documents from JESS3

    Like most great things, they are built on the shoulders of giants. In the case of the #ProBook, not only did Joe Chernov and I worked together to create and distribute the 101 version last year (see: Social Media Playbook), but more importantly, we tapped 20+ experts in the field to develop the masters level version you see before you.

    Where we stand today not only facilitated this project, but it demanded it. And, in true JESS3 style, we added some pretty phenomenal design touches for each contributor’s portrait (think: a more custom version of Mad Men Yourself).

    Very excited to see the reactions, grateful to Brad McCarty and TNW for helping us make the announcement and already thinking about what v3 will (need to) contain. Any thoughts? Let us know!



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