Terrific new book from Paul Gillin takes the mystery out of using online conversations and communities to connect with your customers.
Nothing is more rewarding than to read a book that is at once valuable, timely, and engaging. Secrets of Social Media Marketing is all that and more. Paul has a genius for making the complex simple enough to understand without oversimplifying.
Is there a need for this book? You bet!
“There has been more change in the media world in the last five years than in the previous 500.”–Peter Koran, President, Media & Advertising, IAC
Understanding social media marketing is so difficult because it seems to be so different. For decades, most of the rules of communicating with customers stayed the same. You figured out who you were going to sell to. You did your best to create a product or service that would have value for that target audience. And then you blasted out your marketing message in print, on billboards, on radio, and since the 1950s on TV.
Now, and in the future, much of those old methods go right out the virtual window. Happily, Paul’s book teaches you exactly how to put social media marketing to work by telling you what to do and precisely how to do it.
It’s all about relationships extended online.
There is an important connection with the past which cuts through a lot of the confusion that surrounds social media marketing.
In his introduction, Paul notes that social media is really about relationships extended online. That’s not so new. The desire to form communities of shared interests goes back to the guilds of the Middle Ages. But, here’s the hard part: Figuring out how to make effective use of the staggering variety of ever-changing social media trends, venues, and technologies.
As Paul indicates:
Marketers aren’t stupid or reactionary. They recognize that the world is quickly changing around them. They are trying to change as well, but a variety of internal and external factors make it difficult to do that very quickly. They’re scared and nervous, but that’s okay. No one is an expert on all these new trends and no one knows where it’s all going. Marketers need to start learning and experimenting because the only sin in social media right now is inaction.
Plenty of practical and easy to apply information
To give you an idea of Paul’s approach to bringing social media mysteries down to earth, here is a quick look at his blogging appropriateness quiz. Most content marketing types, myself included, will urge virtually every business to get a blog going. But, with a helpful little six question–and 5 minute–scorecard, he helps business executives figure out whether they should bother blogging at all.
Here are the highlights(minus Paul’s explanations of each question):
Is blogging right for your business?
- Do you want to do it?
- Do you have a topic in mind?
- Are you passionate about the topic?
- Are you knowledgeable about the topic?
- Do you communicate well?
- Do you have a thick skin?
You apply varying point levels to your yes or no answers. A high score means, “go for it.” A low score means “don’t bother.” He has just saved you hours of meetings and deadly powerpoint presentations.
The ‘cut-to-the-chase’ blogging appropriateness quiz is a tiny sample of the wealth of useful, compelling, and understandable coverage of every conceivable element of social media marketing–and how to deploy those that are appropriate for your organization.
You need to begin deploying social media marketing. This is the book that will put you on the right track.
There may be a better book on social media marketing. But if there is, I haven’t found it.
Go to Amazon.com right now and buy it: Secrets of Social Media Marketing