Social Media Explained: Untangling the World's Most Misunderstood Business Trend Kindle Edition
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Content that provokes some thinking around own business/brand
Contains links to authors other works and publications
No actual hands on education on using the social media tools
Philosophical ideas on improving marketing only
Also, if you like to listen to audio books, these books are available on Audible. Mark has a great voice and his sense of humor keeps it entertaining as well as educational. I am a huge fan.
As a solo business owner who helps biotech companies create manageable content marketing strategies, I wanted to better understand how social media can work both for me and for my clients (two very different things). This book would be valuable for anyone trying to learn the same thing, from solo practitioners to large enterprises.
Mark does a great job of explaining what social media is all about and what it means for businesses. While he is a strong advocate for most businesses participating in social media, he also makes clear that it isn’t right for every business. For those who could/should participate, he is clear about what they should consider before they decide and what they better have in order BEFORE they get started. He is also very clear about the cultural, resource and organizational barriers that must be addressed for your program to be successful.
This is not a book about tactics, although there are plenty of examples, along with explanations, of social media successes and failures.
The book is divided into three sections. The first explains social media, the mindset and what fuels it (content). Without content there is no media. These are the fundamentals. It works because humans buy from humans through a lot of small interactions that lead to real relationships. (You’d better be ready to think like this). Like any tool, it works best when used as intended.
The second section asks you to think about the choice to enter the arena (not everyone should) and answer some questions to be sure you are ready. For example, do you know what to measure? How much should you spend? What if people say mean things about you? How do you make an intelligent start? If you read the book AND answer the questions honestly, you’ll have what you need to make a wise choice.
The right platform(s) for you depend on the business you are in. The third section of the book offers easily understandable explanations of all the major social platforms, how they are different and what each of them could do for your business.
A few takeaways:
The first thing to understand is that social media is social. Personal interactions are just as important as content.
Don’t force an old model onto a new platform. It’s not a new channel for advertising. You could use it that way, but it will be as effective as pulling your car with a horse.
Commit to constant forward motion. After deciding you should participate and have the right resources lined up, the next most important thing is to learn by doing. Pick one thing at a time and get good at it.
Good luck! Meet me on Twitter @words2wow.