Shiv Singh Ain't No Dummy

Nothing breaks a topic down like the \"For Dummies\" series. All in it has sold more than 150 million books educating the world on the most basic elements of everything from The Internet to eBay to wine to divorce. It would stand to reason that the most recent in the series \"Social Media Marketing For Dummies\" holds no challenges for today's sophisticated marketer. But sophisticated the book is. It dispenses quickly with the basics of \"social influence marketing\" and immediately moves on to the most challenging issues on social media such as mobile, authenticity finding a social voice for your company, and even how to energize and manage a social media effort internally. 

The reason for the book's depth comes directly from its author. As the VP & Global Social Media Lead with Razorfish  he has been on the social media beat for big clients, small clients, and marketers that need research to plan and measure the newest platform. Rather than tell his audience of marketers what they already know, Singh took the opportunity to write a book for \"dummies\" to set out a complete vision of how social media can be executed. It just went into its second printing last week, and we caught up with Singh on that occasion.