What do you think?
Rate this book
Social Media Marketing: An Hour a Day
If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results. Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day. In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.
409 pages, Paperback
First published January 1, 2008
32 people are currently reading
669 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 19 of 19 reviews
March 20, 2022
The Notes and Thoughts on Social Media Marketing: An Hour a Day
The economics science behind social networks!
“If you are on social media, and you are not learning, not laughing, not being inspired or not networking, then you are using it wrong.”
~ Germany Kent
In a socially connected marketplace, shared knowledge is now emerging as the ultimate resource. Information wants to be free, and in these new markets it is: free of constraints on place, free of control on content, and free of restrictive access on consumption.
Social media is the next generation of business engagement.
PART I.: Social Business Fundamentals
For a lot of organizations—including business, nonprofits, and governmental agencies—use of social media very often begins in Marketing, public communications, or a similar office or department with a direct connection to customers and stakeholders.
The Social Feedback Cycle is important to understand because it forms the basis of social business. What the social feedback loop really represents is the way in which Internet-based publishing and social technology has connected people around business or business-like activities. This new social connectivity applies between a business and its customers (B2C), between other businesses (B2B), between customers themselves, as is the case in support communities and similar social applications, and just as well between employees.
Social business follows right on the heels of the wave of interest and activity around social media and its direct application to marketing: Social business is the logical extension of social technology throughout and across the business. Social business takes social concepts—sharing, rating, reviewing, connecting, and collaborating—to all parts of the business. From Customer Service to product design to the promotions team, social behaviors and the development of internal knowledge communities that connect people and their ideas can give rise to smoother and more efficient business processes. Social business—viewed in this way—becomes more about change management than marketing. That’s a big thought.
More and more, people write comments in the hopes that they will be recognized. With this growing interest and importance of actual identity, in addition to marketplace knowledge, social business and the analytical tools that help you sort through the identity issues are important to making sense of what is happening around you on the Social Web.
“As people take control over their data while spreading their Web presence, they are not looking for privacy, but for recognition as individuals. This will eventually change the whole world of advertising.”
~Esther Dyson, 2008
When you combine identity, ease of publishing, and the penchant to publish and to use shared information in purchase-related decision-making processes, the larger role of the Social Feedback Cycle and the practice of social business emerges: Larger than the loop that connects sales with marketing—one of the areas considered as part of traditional Customer Relationship Management (CRM)—the Social Feedback Cycle literally wraps the entire business
First, social business practices provide formal, visible, and transparent connections that link customers and the business, and internally link employees to each other and back to customers.
Second, because employees are connected and able to collaborate—social business and Web 2.0 technology applies internally just as it does externally—the firm is able to respond to what its customers are saying through the social media channels in an efficient, credible manner.
Engagement, in a social business sense, means your customers are willing to take their time and energy and talk to you—as well as about you—in conversation and through processes that impact your business. They are willing to participate, and it is this participation that defines engagement in the context of the Social.
Social business, therefore, is about equipping your entire organization to listen, engage, understand, and respond directly through conversation and by extension in the design of products and services in a manner that not only satisfi es customers but also encourages them to share their delight with others. If social media is the vehicle for success, social business is the interstate system on which it rides into your organization.
The Social Web (aka Web 2.0) revolves around conversations, social interactions, and the formation of groups that in some way advance or act on collective knowledge. Social media analytics is focused on understanding and managing specific attributes of the conversation: sentiment, source, and polarity, for example. Social business takes it a step further and asks “How or why did this conversation arise in the first place?”
Engagement is central to the effective use of social technology and the creation of social business. Unlike traditional media and the business processes of selling based on it, social technologies push toward collaboration rather than exposure and impression. In the first wave of social technology—social media and the rise of personal activities (e.g., friending) that occurred on the Social Web, collaboration between consumers took off as they recognized that by sharing experiences they could (collectively) make better purchase decisions.
Curation is the act of sorting and filtering, rating, reviewing, commenting on, tagging, or otherwise describing content. Curation makes content more useful to others.
Beyond curation is what is more generally recognized as “content creation.” Unlike curation, a great fi rst step that requires little more than a response to an event—you indicate your like or dislike for a photo, for example—content creation requires that community members actually offer up something that they have made themselves. This is a signifi cantly higher hurdle, so it’s something for which you’ll want to have a very specific plan. “You can upload your photos!” by itself is generally not enough.
Collaboration is a key inflection point in the realization of a vibrant community and the port of entry for true social business.
Many effective bloggers take direction from readers’ comments and then build a new thought based on the reader’s interests and thoughts.
Back on the business context, taking collaboration into the internal workings of the organization is at the heart of social business.
Listening is a great way to start: As you move toward social business, it will become clear rather quickly that this is best done through an effort that reaches across departments and pulls on the strengths of the entire organization. Anything you can do to get others within your business
or organization interested is a plus. As a starting point, listening is the low-hanging fruit.
What you are really after—and where social business practices can actually deliver—is in understanding, validating, and implementing the processes or process changes needed to move the conversation in the direction that supports your business objectives. In the case of the exceptional employee, what is this person’s history? To whom does this person report? How can your organization encourage more people to adopt the specific behaviors that drove the positive comments? These are the types of issues that a holistic approach to social business can impact.
Effective moderation—the guiding of participants and conversations within the bounds set by the Terms of Use—is likewise key to the successful implementation of a community or collaborative workspace.
An understanding of the present role of the customer in your business, along with the role of influencers and a resulting ability to connect with them just as with customers, is what makes Social CRM so potentially powerful.
Given these factors, what then really is Social CRM? Simply put, it’s an approach to business that formally recognizes the role of the customer and external influencers as a key in understanding and managing conversations around the brand, product, or service. If the reference to “conversations” seems to narrow the definition, consider this: The conversation in the contemporary business context is nothing short of a holistic, digital artifact that captures and conveys the sum total of what your firm or organization has delivered. Markets are conversations, right?
Social CRM helps you understand and apply the significant points in the conversations happening around you. It helps you tie this information into your business, where you can use it to build relationships with influential customers and with influential bloggers, critics, and others who follow your firm or track your business or industry.
The Social Web is open to all comers: there is a place for everyone in your program. Today’s one-off customer interaction may just turn someone into tomorrow’s evangelist. In addition to known customers, bloggers, and enthusiast influencers, your Social CRM program will identify and help solidify relationships at a near-grassroots level with large numbers of local or small-network
influencers. Added up this can be signifi cant, and it is well worth your effort.
In summary, social business involves the entire organization and the complete management team in response to the newly defined role of the customer as a participant in your business. Some of the concepts and technologies may have grown out of or been most recently associated with marketing. Unlike the adoption of social-mediabased marketing initiatives, however, picking up on and implementing ideas generated through social business inputs requires the participation of the entire organization.
Social business—the application of social technologies as a formal component of business processes—revolves around understanding how your customers or stakeholders connect to your business and how you reshape your business to understand, accept, and innovate based on their involvement. Social business is about integrating all of your business functions: customer support, marketing, the executive team, and more. It means doing this for the purpose of creating collaborative innovation and engagement at meaningful, measurable levels tied clearly and directly to your company’s business objectives.
The efforts leading to the creation of a social business often begin with identifying or creating an opportunity for participation with (or between) customers, employees, or stakeholders within community or similar social applications.
Building a social business starts with establishing a community or other social presence around or in which your brand fits naturally—whether through a casual presence on Twitter, a more involved Facebook business presence, or your own community built for suppliers, partners, or customers.
Regardless of who the community is intended to serve, strong communities are best built around the things that matter deeply to the members of the community: passions, lifestyles, causes, and similar fundamentally aligned needs.
Getting the activity focused on something larger than your brand, product, or service is critical to the successful development of social behavior within the customer or stakeholder base and as well within the fi rm or organization itself. After all, if narrowly defi ned business interests take center stage, if the social interaction is built purely around business objectives, then what will the customers of that business fi nd useful? What’s in it for them?
By understanding the passions, lifestyles, and causes that are relevant to your customers, you can identify the best social pathways through which to build connections to your product, brand, or service.
Social media inherently revolves around passions, lifestyles, and causes—the higher calling that defines larger social objects to which participants relate. The social media programs that are intended to link customers to communities and shared social activities around the business, and thereby around the brand, product, or service must themselves be anchored in this same larger ideal.
The profile is therefore the starting point of social interaction, because without it the interaction that would otherwise occur is purely transactional, between the participant and the online application or other unknown party. The existence of a profile or equivalent is, in this sense, what differentiates social platforms and applications from (online) interactive applications.
People are social, and they will seek to sort out social order in nearly any situation. Ultimately, it
is the relationships and the interactions they facilitate that drive successful social business applications.
Profiles provide human starting points for bonding with other participants, including the profile(s) associated with a brand, business, or organization.
Visible identity makes a difference within an online social community for exactly the same reason.
When designing a collaborative application, provide the means for people to quickly identify each other and establish common interests and goals. The social profile really does sit at the center of a strong community, and specific effort in encouraging that these profiles be sufficiently completed to encourage and support the formation of relationships is a best practice.
By participating, actively listening, and understanding and tracking influencers, you’ll see the relationships, interactions, and needs that exist within the community, and which intersect with the value proposition of your business or organization. That is your entry point, and one on which you can build your presence.
Content creation is almost universally undertaken specifically for the purpose of sharing.
“Did you know that using social media can actually help you to increase your level of thinking?”
~ Germany Kent
Part II.: Run a Social Business
Social business implies a collaborative process not only between the business and its customers, which is tough enough, but also within the business itself—across “silos”—and between individual customers. Using the combination of conversations and active listening to guide your business planning process is a logical—but deceptively simple—approach to social business. More often, the processes of organizational change, of breaking down silos, and of appropriately sharing and exposing information quickly and widely present the real challenges.
Social CRM is the complementary connection for your business: Social CRM tools like ideation platforms and support communities encourage customers to provide insights, thoughts, and ideas on how you can better serve them. This is precisely the information you need to succeed over the long term.
When choosing a Social CRM toolset, start with your business, your culture, and your internal processes to create the overall platform that provides the connections to your customers, that supports the formal processes of active listening, and that encourages your customers to share their ideas on how they’d like to see your business evolve based on their own experience with your product or service.
Listening is an intuitively sensible starting point in a social business program and is largely risk-free. Unless you make it known otherwise, no one knows you’re listening except you!
Listening is also generally noncontroversial within your organization.
A great use of listening, especially at the start of your social media and social business programs, is to bring your organization up to speed on what people are saying about your brand, product, or service before you actively engage your customers through social technologies.
“Social CRM is an approach to business that formally recognizes the role of the customer as a key in understanding and managing conversations around the brand, product and service.”
Measurement is critical to building social media acceptance within an organization beyond the marketing department.
Without the coordinated, committed help of the entire organization you stand no chance of winning, and without quantitative measurement—the universal language throughout most organizations—you’ll face an essentially undoable job in trying to rally your larger team to understand why their participation—beyond marketing—is essential.
Social media analytics are at the core of putting the Social Web to work in business.
Knowing who is talking is an important part of understanding the meaning of what is being said and then applying this in a useful manner within your business or organization. Combining the sources of the conversation—especially when the sources are actual (or potential) customers—with your listening data provides insights into how you can evolve your product, how you can reshape the customer experience, and where you and your competitors have points of relative vulnerability.
Listen, collaborate, measure.
Taken together, listening, collaboration, and measurement create the basis for the highest levels of engagement. The objective of listening—simplified—is to enable a strategically directed response that leads to collaboration.
Listening is a core skill for communications professionals. After all, communication begins with listening, right? Careful listening—in the context of the Social Web meaning listening, analyzing, and thereby understanding both the subject and the source—enables the ability to make sense of conversations and join into them.
Ratings, reviews, recommendations, and content showing your product or service in use are among the first steps that are taken when it comes to sharing information in the marketplace that helps
inform others’ decisions, precisely because these are the things that help consumers make smarter choices.
Social business is highly focused on the combination of getting marketplace information where it needs to go and ensuring that internally you have the kind of organization that can benefit from it.
...
“Projecting yourself online as an expert within your niche is how you start building your digital personal brand.”
~Dario Sipos, Digital Personal Branding: The Essential Guide to Online Personal Branding in the
Digital Age
PART III.: Social Business Building Blocks
Social business fundamentals, best practices, and metrics—broken into a set of building blocks that you can use to evolve and expand your social media marketing efforts across your entire business or organization.
“In the six degrees of separation, not all degrees are equal.”
~ Malcolm Gladwell, The Tipping Point: How Little Things Can Make a Big Difference
“This is what made the difference, they used social networking for entertainment and I used it for business.”
~Amit Kalantri
The economics science behind social networks!
“If you are on social media, and you are not learning, not laughing, not being inspired or not networking, then you are using it wrong.”
~ Germany Kent
In a socially connected marketplace, shared knowledge is now emerging as the ultimate resource. Information wants to be free, and in these new markets it is: free of constraints on place, free of control on content, and free of restrictive access on consumption.
Social media is the next generation of business engagement.
PART I.: Social Business Fundamentals
For a lot of organizations—including business, nonprofits, and governmental agencies—use of social media very often begins in Marketing, public communications, or a similar office or department with a direct connection to customers and stakeholders.
The Social Feedback Cycle is important to understand because it forms the basis of social business. What the social feedback loop really represents is the way in which Internet-based publishing and social technology has connected people around business or business-like activities. This new social connectivity applies between a business and its customers (B2C), between other businesses (B2B), between customers themselves, as is the case in support communities and similar social applications, and just as well between employees.
Social business follows right on the heels of the wave of interest and activity around social media and its direct application to marketing: Social business is the logical extension of social technology throughout and across the business. Social business takes social concepts—sharing, rating, reviewing, connecting, and collaborating—to all parts of the business. From Customer Service to product design to the promotions team, social behaviors and the development of internal knowledge communities that connect people and their ideas can give rise to smoother and more efficient business processes. Social business—viewed in this way—becomes more about change management than marketing. That’s a big thought.
More and more, people write comments in the hopes that they will be recognized. With this growing interest and importance of actual identity, in addition to marketplace knowledge, social business and the analytical tools that help you sort through the identity issues are important to making sense of what is happening around you on the Social Web.
“As people take control over their data while spreading their Web presence, they are not looking for privacy, but for recognition as individuals. This will eventually change the whole world of advertising.”
~Esther Dyson, 2008
When you combine identity, ease of publishing, and the penchant to publish and to use shared information in purchase-related decision-making processes, the larger role of the Social Feedback Cycle and the practice of social business emerges: Larger than the loop that connects sales with marketing—one of the areas considered as part of traditional Customer Relationship Management (CRM)—the Social Feedback Cycle literally wraps the entire business
First, social business practices provide formal, visible, and transparent connections that link customers and the business, and internally link employees to each other and back to customers.
Second, because employees are connected and able to collaborate—social business and Web 2.0 technology applies internally just as it does externally—the firm is able to respond to what its customers are saying through the social media channels in an efficient, credible manner.
Engagement, in a social business sense, means your customers are willing to take their time and energy and talk to you—as well as about you—in conversation and through processes that impact your business. They are willing to participate, and it is this participation that defines engagement in the context of the Social.
Social business, therefore, is about equipping your entire organization to listen, engage, understand, and respond directly through conversation and by extension in the design of products and services in a manner that not only satisfi es customers but also encourages them to share their delight with others. If social media is the vehicle for success, social business is the interstate system on which it rides into your organization.
The Social Web (aka Web 2.0) revolves around conversations, social interactions, and the formation of groups that in some way advance or act on collective knowledge. Social media analytics is focused on understanding and managing specific attributes of the conversation: sentiment, source, and polarity, for example. Social business takes it a step further and asks “How or why did this conversation arise in the first place?”
Engagement is central to the effective use of social technology and the creation of social business. Unlike traditional media and the business processes of selling based on it, social technologies push toward collaboration rather than exposure and impression. In the first wave of social technology—social media and the rise of personal activities (e.g., friending) that occurred on the Social Web, collaboration between consumers took off as they recognized that by sharing experiences they could (collectively) make better purchase decisions.
Curation is the act of sorting and filtering, rating, reviewing, commenting on, tagging, or otherwise describing content. Curation makes content more useful to others.
Beyond curation is what is more generally recognized as “content creation.” Unlike curation, a great fi rst step that requires little more than a response to an event—you indicate your like or dislike for a photo, for example—content creation requires that community members actually offer up something that they have made themselves. This is a signifi cantly higher hurdle, so it’s something for which you’ll want to have a very specific plan. “You can upload your photos!” by itself is generally not enough.
Collaboration is a key inflection point in the realization of a vibrant community and the port of entry for true social business.
Many effective bloggers take direction from readers’ comments and then build a new thought based on the reader’s interests and thoughts.
Back on the business context, taking collaboration into the internal workings of the organization is at the heart of social business.
Listening is a great way to start: As you move toward social business, it will become clear rather quickly that this is best done through an effort that reaches across departments and pulls on the strengths of the entire organization. Anything you can do to get others within your business
or organization interested is a plus. As a starting point, listening is the low-hanging fruit.
What you are really after—and where social business practices can actually deliver—is in understanding, validating, and implementing the processes or process changes needed to move the conversation in the direction that supports your business objectives. In the case of the exceptional employee, what is this person’s history? To whom does this person report? How can your organization encourage more people to adopt the specific behaviors that drove the positive comments? These are the types of issues that a holistic approach to social business can impact.
Effective moderation—the guiding of participants and conversations within the bounds set by the Terms of Use—is likewise key to the successful implementation of a community or collaborative workspace.
An understanding of the present role of the customer in your business, along with the role of influencers and a resulting ability to connect with them just as with customers, is what makes Social CRM so potentially powerful.
Given these factors, what then really is Social CRM? Simply put, it’s an approach to business that formally recognizes the role of the customer and external influencers as a key in understanding and managing conversations around the brand, product, or service. If the reference to “conversations” seems to narrow the definition, consider this: The conversation in the contemporary business context is nothing short of a holistic, digital artifact that captures and conveys the sum total of what your firm or organization has delivered. Markets are conversations, right?
Social CRM helps you understand and apply the significant points in the conversations happening around you. It helps you tie this information into your business, where you can use it to build relationships with influential customers and with influential bloggers, critics, and others who follow your firm or track your business or industry.
The Social Web is open to all comers: there is a place for everyone in your program. Today’s one-off customer interaction may just turn someone into tomorrow’s evangelist. In addition to known customers, bloggers, and enthusiast influencers, your Social CRM program will identify and help solidify relationships at a near-grassroots level with large numbers of local or small-network
influencers. Added up this can be signifi cant, and it is well worth your effort.
In summary, social business involves the entire organization and the complete management team in response to the newly defined role of the customer as a participant in your business. Some of the concepts and technologies may have grown out of or been most recently associated with marketing. Unlike the adoption of social-mediabased marketing initiatives, however, picking up on and implementing ideas generated through social business inputs requires the participation of the entire organization.
Social business—the application of social technologies as a formal component of business processes—revolves around understanding how your customers or stakeholders connect to your business and how you reshape your business to understand, accept, and innovate based on their involvement. Social business is about integrating all of your business functions: customer support, marketing, the executive team, and more. It means doing this for the purpose of creating collaborative innovation and engagement at meaningful, measurable levels tied clearly and directly to your company’s business objectives.
The efforts leading to the creation of a social business often begin with identifying or creating an opportunity for participation with (or between) customers, employees, or stakeholders within community or similar social applications.
Building a social business starts with establishing a community or other social presence around or in which your brand fits naturally—whether through a casual presence on Twitter, a more involved Facebook business presence, or your own community built for suppliers, partners, or customers.
Regardless of who the community is intended to serve, strong communities are best built around the things that matter deeply to the members of the community: passions, lifestyles, causes, and similar fundamentally aligned needs.
Getting the activity focused on something larger than your brand, product, or service is critical to the successful development of social behavior within the customer or stakeholder base and as well within the fi rm or organization itself. After all, if narrowly defi ned business interests take center stage, if the social interaction is built purely around business objectives, then what will the customers of that business fi nd useful? What’s in it for them?
By understanding the passions, lifestyles, and causes that are relevant to your customers, you can identify the best social pathways through which to build connections to your product, brand, or service.
Social media inherently revolves around passions, lifestyles, and causes—the higher calling that defines larger social objects to which participants relate. The social media programs that are intended to link customers to communities and shared social activities around the business, and thereby around the brand, product, or service must themselves be anchored in this same larger ideal.
The profile is therefore the starting point of social interaction, because without it the interaction that would otherwise occur is purely transactional, between the participant and the online application or other unknown party. The existence of a profile or equivalent is, in this sense, what differentiates social platforms and applications from (online) interactive applications.
People are social, and they will seek to sort out social order in nearly any situation. Ultimately, it
is the relationships and the interactions they facilitate that drive successful social business applications.
Profiles provide human starting points for bonding with other participants, including the profile(s) associated with a brand, business, or organization.
Visible identity makes a difference within an online social community for exactly the same reason.
When designing a collaborative application, provide the means for people to quickly identify each other and establish common interests and goals. The social profile really does sit at the center of a strong community, and specific effort in encouraging that these profiles be sufficiently completed to encourage and support the formation of relationships is a best practice.
By participating, actively listening, and understanding and tracking influencers, you’ll see the relationships, interactions, and needs that exist within the community, and which intersect with the value proposition of your business or organization. That is your entry point, and one on which you can build your presence.
Content creation is almost universally undertaken specifically for the purpose of sharing.
“Did you know that using social media can actually help you to increase your level of thinking?”
~ Germany Kent
Part II.: Run a Social Business
Social business implies a collaborative process not only between the business and its customers, which is tough enough, but also within the business itself—across “silos”—and between individual customers. Using the combination of conversations and active listening to guide your business planning process is a logical—but deceptively simple—approach to social business. More often, the processes of organizational change, of breaking down silos, and of appropriately sharing and exposing information quickly and widely present the real challenges.
Social CRM is the complementary connection for your business: Social CRM tools like ideation platforms and support communities encourage customers to provide insights, thoughts, and ideas on how you can better serve them. This is precisely the information you need to succeed over the long term.
When choosing a Social CRM toolset, start with your business, your culture, and your internal processes to create the overall platform that provides the connections to your customers, that supports the formal processes of active listening, and that encourages your customers to share their ideas on how they’d like to see your business evolve based on their own experience with your product or service.
Listening is an intuitively sensible starting point in a social business program and is largely risk-free. Unless you make it known otherwise, no one knows you’re listening except you!
Listening is also generally noncontroversial within your organization.
A great use of listening, especially at the start of your social media and social business programs, is to bring your organization up to speed on what people are saying about your brand, product, or service before you actively engage your customers through social technologies.
“Social CRM is an approach to business that formally recognizes the role of the customer as a key in understanding and managing conversations around the brand, product and service.”
Measurement is critical to building social media acceptance within an organization beyond the marketing department.
Without the coordinated, committed help of the entire organization you stand no chance of winning, and without quantitative measurement—the universal language throughout most organizations—you’ll face an essentially undoable job in trying to rally your larger team to understand why their participation—beyond marketing—is essential.
Social media analytics are at the core of putting the Social Web to work in business.
Knowing who is talking is an important part of understanding the meaning of what is being said and then applying this in a useful manner within your business or organization. Combining the sources of the conversation—especially when the sources are actual (or potential) customers—with your listening data provides insights into how you can evolve your product, how you can reshape the customer experience, and where you and your competitors have points of relative vulnerability.
Listen, collaborate, measure.
Taken together, listening, collaboration, and measurement create the basis for the highest levels of engagement. The objective of listening—simplified—is to enable a strategically directed response that leads to collaboration.
Listening is a core skill for communications professionals. After all, communication begins with listening, right? Careful listening—in the context of the Social Web meaning listening, analyzing, and thereby understanding both the subject and the source—enables the ability to make sense of conversations and join into them.
Ratings, reviews, recommendations, and content showing your product or service in use are among the first steps that are taken when it comes to sharing information in the marketplace that helps
inform others’ decisions, precisely because these are the things that help consumers make smarter choices.
Social business is highly focused on the combination of getting marketplace information where it needs to go and ensuring that internally you have the kind of organization that can benefit from it.
...
“Projecting yourself online as an expert within your niche is how you start building your digital personal brand.”
~Dario Sipos, Digital Personal Branding: The Essential Guide to Online Personal Branding in the
Digital Age
PART III.: Social Business Building Blocks
Social business fundamentals, best practices, and metrics—broken into a set of building blocks that you can use to evolve and expand your social media marketing efforts across your entire business or organization.
“In the six degrees of separation, not all degrees are equal.”
~ Malcolm Gladwell, The Tipping Point: How Little Things Can Make a Big Difference
“This is what made the difference, they used social networking for entertainment and I used it for business.”
~Amit Kalantri
August 24, 2009
Savvy guide to social media marketing
The “Social Web” – the weave of “Social Media” Internet sites – is the dominant environment favored by many young consumers, the place where they connect with one another. Contemporary marketing requires having a robust presence on the social Web, but its array of media choices can be confounding. The sites’ obscure names – Ning, Ping, Pluck, Plurk, Bebo, Orkut, Plaxo, Minggl – reveal little, and they seem distinctly unwelcoming to overt marketing and advertising. That means your company must handle its online promotion according to the social Web’s accepted customs and protocols. Plus, your program must have panache to engage network members. To promote effectively via the social Web, you need a knowledgeable guidebook. getAbstract recommends this hands-on manual by social media marketing whiz Dave Evans. He expertly deciphers the social Web, and explains how to plan and implement a social media marketing campaign with a practical one-hour-a-day schedule. He even details what social Web marketers must not do. That’s a handy thing to know in the online jungle, where this insightful book can help you penetrate the social media marketing maze.
The “Social Web” – the weave of “Social Media” Internet sites – is the dominant environment favored by many young consumers, the place where they connect with one another. Contemporary marketing requires having a robust presence on the social Web, but its array of media choices can be confounding. The sites’ obscure names – Ning, Ping, Pluck, Plurk, Bebo, Orkut, Plaxo, Minggl – reveal little, and they seem distinctly unwelcoming to overt marketing and advertising. That means your company must handle its online promotion according to the social Web’s accepted customs and protocols. Plus, your program must have panache to engage network members. To promote effectively via the social Web, you need a knowledgeable guidebook. getAbstract recommends this hands-on manual by social media marketing whiz Dave Evans. He expertly deciphers the social Web, and explains how to plan and implement a social media marketing campaign with a practical one-hour-a-day schedule. He even details what social Web marketers must not do. That’s a handy thing to know in the online jungle, where this insightful book can help you penetrate the social media marketing maze.
November 30, 2013
Unfortunately when reading books about the Internet or social media, they become dated by the time they are published. Still, there is a lot of good information here, and it can be translated to the latest platforms in favor. I enjoyed the hands on approach, though I didn't take the time to do all of the exercises.
December 10, 2011
Non-linear reading is the key to understanding this book. Also test the advises and apply if you deemed valuable.
So far results are amazing.
So far results are amazing.
December 18, 2023
This is an informative book that will introduce you to social media marketing. I am on most platforms such as LinkedIn, Threads, Facebook, Instagram and I am learning how to create Reels.
June 11, 2023
Social Media Marketing: An Hour A Day is a step-by-step guide on how to implement social media in your organization's marketing plan. There is a newer, revised edition of this book. The information presented could be useful whether you are a single person company or involved in marketing in a large corporation.
The book presents the plan for you to implement social media in your company by devoting an hour a day to the study and is divided up by weeks, days and months; counting down until you are ready to present your case to the appropriate people. It is well written and detailed and as referenced above, very organized and chock full of illustrations, diagrams and screenshots showing examples of the material being covered.
However, the information, particularly in this original edition of the book, is now quite dated and the majority of social media sites referenced are no longer in existence; which, of course, impedes the effectiveness of the program outlined. That being said, alot of the information is still useful and the basic tenets of the marketing principles remain the same.
In fact, this book now holds some nostalgia factor harking back to the early days of social media; when it appeared far more innocent and unharmful than it has turned out to be in recent years. Back to a time before the average person foresaw the corrupt uses to which it was going to be put to by so many including greedy, billionaire, megolamaniac owners that have tarnished the top social media sites beyond repair.
The book presents the plan for you to implement social media in your company by devoting an hour a day to the study and is divided up by weeks, days and months; counting down until you are ready to present your case to the appropriate people. It is well written and detailed and as referenced above, very organized and chock full of illustrations, diagrams and screenshots showing examples of the material being covered.
However, the information, particularly in this original edition of the book, is now quite dated and the majority of social media sites referenced are no longer in existence; which, of course, impedes the effectiveness of the program outlined. That being said, alot of the information is still useful and the basic tenets of the marketing principles remain the same.
In fact, this book now holds some nostalgia factor harking back to the early days of social media; when it appeared far more innocent and unharmful than it has turned out to be in recent years. Back to a time before the average person foresaw the corrupt uses to which it was going to be put to by so many including greedy, billionaire, megolamaniac owners that have tarnished the top social media sites beyond repair.
May 16, 2013
Wow. This book is not merely conceptual (although I find lots of value in those types of social media marketing books as well). This book is for when you are ready to roll up your sleeves and really start digging in. What was hard for me was that we do lots of the things in the book already (do we have a twitter feed? check!), BUT, there are SO many things you can do to add to what you are already doing, I found myself marking every chapter to come back to and review later..
I guess that you can tell right away that I didn't use the book in the format of one hour a day and slowly build up your social media presence. I blew through the thing taking copious notes, marking up pages and slowly implementing changes here and there to start making a difference. But, you can bet that over the next year I will continue to take elements in the book and add them to my strategy! Anyone who argues that large companies DON'T need a social media expert on staff is IMHO, seriously out of date. There is so much to know about how to run social media for a business, you really need to be on top of it if you are going to be successful.
So, in a nutshell? If you are looking to either start your social media presence from scratch, OR, you want to grow the one you already have into something more successful, this book is a fabulous diving board from which to jump!
I guess that you can tell right away that I didn't use the book in the format of one hour a day and slowly build up your social media presence. I blew through the thing taking copious notes, marking up pages and slowly implementing changes here and there to start making a difference. But, you can bet that over the next year I will continue to take elements in the book and add them to my strategy! Anyone who argues that large companies DON'T need a social media expert on staff is IMHO, seriously out of date. There is so much to know about how to run social media for a business, you really need to be on top of it if you are going to be successful.
So, in a nutshell? If you are looking to either start your social media presence from scratch, OR, you want to grow the one you already have into something more successful, this book is a fabulous diving board from which to jump!
January 2, 2013
How to build a social media campaign from the ground up.
Covers the use of social content from text, photos, audio, to video.
How to overcome resistance to change, and the strong performance of mass media.
How do you quantify social media success--metrics and ROI!
With many step-by-step worksheets.
Savvy marketers are turning to social media and the opportunity to market without using ads at all!
Covers the use of social content from text, photos, audio, to video.
How to overcome resistance to change, and the strong performance of mass media.
How do you quantify social media success--metrics and ROI!
With many step-by-step worksheets.
Savvy marketers are turning to social media and the opportunity to market without using ads at all!
March 8, 2009
The internet has transformed the way peopl communicate and even make choices. It's left a huge impact on the marketing world.
The playing field is leveled by the ability of client to have their voices heard and to have a clearer voice and be better understood.
Thebook does a good job of explaining Social Media and how it's different from traditional advertising.
The playing field is leveled by the ability of client to have their voices heard and to have a clearer voice and be better understood.
Thebook does a good job of explaining Social Media and how it's different from traditional advertising.
August 10, 2009
This is not a book on good social media practice, it is a book on good marketing practice, with lots of social media examples. It is an exacting book. Be ready to dive deep into your business's marketing world and make decisions that role up into a great plan for all of your channels.
June 24, 2013
Not one of the best books I've read on Social Media Marketing. Th one hour you are supposed to be budgeting per day is MORE about getting through THIS book and its exercises than it is about the mount of time they expect you to spend actually working your Social Media Marketing plan.
Currently reading
January 3, 2009Currently reading
July 21, 2009
This is a fabulously comprehensive guidebook for anyone interested in marketing themselves via social media. Obviously, not a cover-to-cover read, but highly informative and valuable resource.
Read
July 12, 2011fan
This entire review has been hidden because of spoilers.
October 18, 2012
Exceptionally well written. Concise, informative and in an user friendly format that you can apply the leanings immediately to your practise.
August 24, 2013
This book provided a good basis for social media. But, as seems to be the case with any social media book, it becomes outdated as things evolve with new sites, new features, etc.
March 30, 2013
A should-read book on social media for the knowledge worker, manager, executive, or entrepreneur.
Currently reading
April 26, 2010....picked this up at SXSW. Using it as part of my presentation..
November 8, 2015
Interesting concepts
Displaying 1 - 19 of 19 reviews