Includes bibliographical references.

An introduction: Bullshit 101. Our terrible, horrible, no good, very bad website ; Astonishing tales of mediocrity ; "I wrote this book for Pepsi" ; Social media is bullshit -- Pt. 1: Social media is bullshit. There is nothing new under the sun--or on the web ; Shovels and sharecroppers ; Yeah, that's the ticket! ; And now you know--the rest of the story ; The asshole based economy ; There's no such thing as an influencer ; Analyze this -- Pt. 2: Meet the people behind the bullshit. Maybe "social media" doesn't work so well for corporations either? ; Kia and Facebook sitting in a tree ; How marketers, cyber hipsters, and others deal with their critics (hint: not well) -- Pt. 3: How to sell bullshit without really trying. How to create and spread bullshit in seven easy steps ; And the answer is-- -- Pt. 4: How to really make it on the web. Everything you will ever need to know about marketing ; Recap ; The anti-social media manifesto.

If you listen to the Internet gurus, marketing consultants, and even the mainstream media, you might think social media was the second coming. They declare that it's revolutionizing advertising, PR, customer relations--everything. And they all agree: it is here to stay. In this lively, insightful guide, journalist and social critic B.J. Mendelson debunks the myths of social media. He illustrates how the notion first came to prominence, why it has become such a powerful presence in the marketing field, and who stands to benefit each time it's touted in the press. He shows you why all the Facebook friends and Twitter followers in the world mean nothing to you and your business without old-fashioned, real-world connections. He examines popular tales of social media "success," and reveals some unsettling truths behind the surface. And he tells you how to best harness the potential of the Internet--without spending a fortune.--From publisher description.