Courtesy of Artillery
Do you want to rock your social media marketing game? Keen to learn from the legendary Guy Kawasaki?
Providing over 120 “power tips for power users”, the slim volume provides practical hands-on “tips, tricks and insights” culled from Guy and Peg’s years of battle-hardened experience at the forefront of social media and content marketing.
Unlike other social media marketing self-help books, this one is virtually BS free. There are no theories expounding the virtues of A versus B, no research citations from university professors, and no third party case studies from companies X, Y or Z.
Instead, everything is written heart-on-rolled-up-sleeve. Narrated with Guy’s characteristic wit and candour, the book provides painstaking detail of how things are done, what works and what doesn’t.
Organised into 12 sections, I love how the book begins with the art of the start, ie “How to Optimize Your Profile”. From profile photos, cover images, biographies to URLs, we are taught how to maximise our online presences on Facebook, Google+, LinkedIn and Twitter.
What’s new to me was the idea of crafting a mantra – two to four words which explain why we exist. Guy’s mantra is “I empower people”, while Canva (a wonderful free design tool) uses “democratizing design” as its mantra. I guess mine would be “geek marketer”.
Focused on content curation (ie finding and sharing other people’s content) as opposed to content creation, the book describes a system of planning, calendaring, finding, and sharing of posts on social media.
To find the right content to share, you could use curation and aggregation services (eg Alltop, Buffer, Feedly, Reddit), trawl lists, communities and groups (eg Google+ communities or LinkedIn Groups), or look at what’s hot and trending.
Perhaps the most useful rule in feeding the “content monster” is what’s termed the Reshare Test, ie ask yourself the following question: “Will people reshare my post?”
Once you’ve located the right content to share, you need to preen, polish and package it in the form of a shareable post.
Here, there are several of the ‘Be’s to take note of:
On the issue of responding to comments – and trolls – I like how the authors adopt a “glass half full” approach in giving negative commenters the benefit of the doubt. This is probably best summarized by this quote (cited from the book):
“Don’t take anything personally. Nothing others do is because of you. What others say and do is a projection of their own reality, their own dream. When you are immune to the opinions and actions of others, you won’t be the victim of needless suffering.” – Don Miguel Rutz (The Four Agreements)
The spreading and sharing of posts (whether created and curated) is also well covered. Some of the tactics include…
Events present great opportunities for social media and content marketing. Three different events are covered in the book:
Last, but not least, readers are taught how to optimize their content for different social media platforms. Some of the key takeaways include the following:
Pragmatic and fluff-free, The Art of Social Media is a must-have for anybody keen to use social media for business. Candid and unabashed, its approach to social media marketing requires a significant amount of discipline, determination and diligence.
Admittedly, not everybody can do what Guy and Peg can do. After all, both authors are stalwarts in the social media spaces, especially Guy – the former chief evangelist for Apple. However, there are certainly gems in the book worth considering.
Will you join me in grabbing a copy of this book and applying its principles? For more information, check out The Art of Social Media website here.
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