ZZZZZZZZZappos: Anyone else tired of hearing about them?

The online retailer is, of course, a social media success story, but it’s not the only social media success story.

The trouble with Zappos: The company is overexposed as an example of social media excellence. This causes skeptics to believe that success is difficult because only one company has achieved it.

The trouble with Zappos: Hundreds of “social media experts” cite the company in their books, blogs, speeches, webinars and the like. As a result, the marketing discipline is not moved forward, because we don’t learn about other companies and their success.

Zappos. Again?

I’ve been at conferences when multiple speakers prattle on about Zappos, and I have witnessed many people completely tuning out and even leaving the hall.

I’ve been in meetings with senior people when Zappos is cited and have watched the executives roll their eyes and start playing BlackBerry.

They’ve heard it already.

Don’t get me wrong. I’m not criticizing Zappos.

Zappos has done some amazing things. If you want to learn about the company, read CEO Tony Hsieh’s book “Delivering Happiness: A Path to Profits, Passion, and Purpose.” It’s worth the read.

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