eISNB: 9780470538456
2009 publication.

Book is aimed at, in my own words, those who perceive a need to explore social media for business but are uninitiated or lack practical experience on how to start. Attempts to provide breadth of social media tools and best practices rather than depth. And probably alert such readers to concepts that might not be apparent to non-social media users, e.g. Online reputation monitoring.

Beginning chapters dwells quite a bit on the background, context and need.

In later chpt 6, he repeats the social media mantra that “markets are conversations” and “participation is marketing”. That if a marketeer was unwilling to adopt this shift from traditional marketing mindset, then use of social media marketing will not be effective.

A recurring theme about online engagement (chpt 8): seek to understand if you want to be understood; key to successful engagement is to be genuinely interested in others. Give before receiving.

He considers these as the three big platforms: Facebook, LinkedIn, twitter. That businesses must participate in these platforms.

Mentions JetBlue’s CEO (2007) posting a video apology; suggests a willingness to issue apology with honesty and humility are also key aspects of social media message and audience’s expectations.

I also think it’s about companies differentiating themselves through their messaging. E.g. If it’s not the norm for CEOs to publicly apologize on YouTube, then you gain credibility if you do it well. If it’s the norm and you do it well, then it’s the norm.

Chpt 5. “Motrin moms”, “Dell hell”

Makes the point it was media that helped people to be social.
Social media as both a tool & a mindset.
Not just a marketing channel or online campaign.

Social media is not just a marketing channel. “social media is not a channel, a campaign, or a one-night stand. It is about building relationships, participating in conversations, and being part of a tribe.” “the customer has a face and a name.”

The Internet is fragmented; “a massive network of small towns” (all the more to use social media as a niche marketing tool? And if social Media’s strength is to allow connections to be made very fast and easily, how can we use this to our advantage?)

2006 Jakob Nielsen. Community participation pyramid. 90% lurkers, 9% contribute from time to time but have other priorities, 1% participate a lot and contribute to most of the activity/ may seem like they don’t have a life offline; fast to respond to what they just posted.

7 proven strategies to grow the business.

1) chpt 7 blogging. “the living breathing part of the business”
Ten considerations:
– why use a blog? (thought leadership? Share info? Personal marketing?)
– what’s the core message and tone? (warm/ humorous/ formal/ informal)
– who will blog?
– is the company prepared to engage in conversation and not control the conversation? (moderate comments or not? Leave some comments as they are? Not read too much into it?)
– set company blogging policy and guidelines
– monitor what’s being said about company and industry.
– decide on blog platform; will it be part of company website or apart.
– identify ways to market the blog (suggests joining online conversations is the way)
– develop a plan to track statistics (I.e. measurement and metrics)
– know your keywords (how ppl may find your blog and your competitors)

Suggests blogging is still alive and well. Serves as a lightweight CMS and also acts as the “social media headquarters” in the context of facebook pages, twitter feed etc.

How to create a successful blog:
– identify the community (I.e. focus); write with the community in mind (suggests thinking in terms of community, not target audience)
– write with google in mind (keywords, frequency); Chris brogan: 10:1 ratio for on-topic and off-topic posts
– find, follow, converse with influential bloggers
– suggests writing Top 10 posts from time to time (“people like lists”)
– write “informative high-value content” so that others may link/ talk about it
– establish a presence in social mediashphere (being on active platforms, being active; carry the conversations over; actively participate in relevant social media areas)

2) chpt 8. Social networks strengthen social graphs
Creating social profiles; he cited experience of a customer referral from a social media profile he forgot he created vs expensive ad he paid. Reminds that one should complete the profile before starting to announce; looks incomplete otherwise.

In social media, “participation is the price of entry”; “markets are conversations”. Work the rounds. Don’t pitch until people know you. Cites principles from Dale Carnegie’s “how to win people” as a way to engage. Surmises that focus is on the other person; trying to engage people while focusing on “I” (our own interests) is the sure path to failure.

Amber Naslund, community management director Radian6: “give first, and often, getting happens naturally”.

Author recommends 3 core social platforms to firm up one’s social graph: LinkedIn (business suit), Facebook (casual attire), twitter (cocktail hour/ after hours). These are listed by degrees of formality/ informality.

See http://www.linkedintelligence.com/smart-ways-to-use-linkedIn

Facebook. leverage on fb page; says fb ads have only a 0.008% click through rate or 80 times per 10,000 views. Suggests focus on basics like Wall, Photo and status updates. Facebook share; Facebook connect.

See See Facebook Lexicon; tool to spot and compare trends in fb.

Plaxo – cross between Facebook and LinkedIn. More business oriented.
Ecademy – similar to LinkedIn but with face to face element. More popular in europe.
Biznik – community for businesses, not job seekers.
MySpace mentioned but not as a biz tool.

List 10 commandments for effective social networking:
1. Pull, not push
2. Win the right to be heard (participate)
3. Content is king, conversation is queen, conversion is the prince
4. Authenticity and transparency are social media cornerstones
5. Don’t have to be active on every platform. But have to be at where the customers are
6. Give, and you shall receive
7. don’t throw the marketing baby out with the bath water
8. Social media is a mindset, not a toolset
9. Be yourself, whomever that may be
10. Social media is not a religion (I.e. experiment, not adhere to dogma)

Chapt 9, online communities
Idea of Pastoral care; recasting the vision; reminding (reinforcing) provide encouragement among the 10% active contributors, providing content for consumption (by 90% lurkers). Community meetings; meetups (offer how-to seminars/ webinars). Kick out trolls.

List of free/ freemium community platform tools (e.g. Kickapp, ning, wordframe)

Chapter 10, microblogging, twitter
Author calls twitter the social instant Messenging service. Offers these tips:
– Earn the right to be heard.
– don’t follow if only to pitch
– provide value to the community/ give a reason for ppl to follow
– mix business with pleasure
I would add: understand conventions and norms. But don’t be afraid to try and then genuinely apologise if you do make mistakes)
(idea: get course participants to read tweets. Then ask them to review their actions; whether they try to find out more about the bloggers/ tweeps and what made them convinced they are authorities on the topic)


Dell case study.
Brief mention of jaiku, plurk, yammer

Chapter 11, web video

Chapter 12, podcasting

Chapter 13, social media PR
(doesn’t quite say how; more of why and what tools)

Chapter 14 – other social media marketing tools
Tagging, making content shareable, reviews (tap on to customer enthusiasm)
Getsatisfction.com, rss (covers this relatively more; http://www.feedforall.com), photosharing, wiki

Part 3 – putting it all together
Email marketing + blogs (use blogs to fill between publishing cycles)

Chapter 16 – listening
“share of voice”
Tone of voice; sentiment analysis: positive or negative sentiments.
Monitoring online reputation

(more lists of fee based online reputation monitoring service)

Chapter 17 – engagement
Either join an existing conversation or start a new one. “get a seat at someone else’s table” or “set our own tables” and lay out the seats. Talks about earning the right to be heard.

Ways to respond (at other people’s tables): comment on blogs, participate in forums and message boards, join and actively participate in niche communities. Author considers these as the big three: LinkedIn, Facebook, twitter.

Set own table: start a blog, create an online community, start a FB page, start a weekly online show.

Chapter 18 – measure
Suggests it’s less about investment ROI but more on influence or ROE (engagement). also suggests measurement should have all three elements of justifying investment, influence, engagement.

Don’t measure everything. But on the “right thing”.

Google analytics, online reputation monitoring (includes twitter)

Concluding chapter: that effects of social media are still being played out. Repeated that “conversations are markets” and “participation is marketing”.