In this episode, I give you my book review of The Art of Social Media by Guy Kawasaki and Peg FitzPatrick. I share some of my key takeaways from the book, and how you can use it to rock it in social media!
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The Art of Social Media by Guy Kawasaki and Peg Fitzpatrick had some real impact on me in the area of social media. I’ve read this book from front to back and I’ve picked up some real key takeaways that I want to share with you today.
So, let’s get right into it, the book review that I wanted to share with you today. It’s not just a book review like, yeah, I like this book and this is what I thought of it. It’s a book that’s going to help you become a real power user of social media. It’s power tips for power users is the subtitle for the book, The Art of Social Media, ok, and the format that I read the book in was a kindle version.
Now because it’s a kind of hi-tech book, and talking about social media, and a lot of the tools that are available, the book has a lot of hyperlinks, so if you read the hard cover, you can type in the hyperlinks and certainly check it out online, but when you’re in the kindle, I have it on an iPad, but you can have it on another reader, or an Android device. It allows you to go right there and then to that resource, and that’s great.
Sometimes you’re just busy and you’re reading and you’re doing other things and you don’t always have the time to go back. You can bookmark, but it’s right then and there, it’s immediate, and very gratifying when you want to click through on a link that’s going to help you with something. Again, you can use the book without then, but you can click through on the kindle version.
For The purpose of this book, Guy makes it very clear. Guy is the author, he’s the voice, but Peg helped so much with the content. She’s a powerhouse with social media. You can follow Guy at @GuyKawasaki and Peg at @PegFitzatrick on Twitter. I follow them all the time. I have them in my notifications and I’m telling you, they are a powerhouse team.
They’re going to help you rock in social media, and I’m here to help share some of their takeaways that really moved me so you can take them away and rock in social media. They give you tips, tricks and insights. It’s not a basic tutorial for beginners in social media. I will tell you that right now. If you have no idea about social media, you’re not even sure how to create a Facebook page, not sure how to optimize your twitter profile. You really need to set yourself up in social media to make sure that you have all of your profiles and you’re already familiar with how to share content, because it’s not a tutorial on how to get started.
It’s a tutorial more on how to get better, and really optimize everything that you do in social media. So it’s better if you’re an intermediate user, even if you’re an advanced user, like myself. You will definitely find tips that you can start using today. That’s why I picked up this book, I wanted to make sure that I could find some value of it, and not just read the basic stuff.
I’m going to go through the chapters with you and just let you know some of the key takeaways, some of the things that I learned. Some of the things from experience that I’ve seen, and why these tips are absolutely true.
Let’s go into Chapter 1, there’s about 11 chapters in this book. I’m going to touch on each one piece by piece and pick out something for you that I think will really help you.
Chapter 1 – Optimizing Your Profile.
It’s going to help you to maximize your effectiveness. It’s not on how to set up a Facebook profile, or how to set up a twitter profile and stuff. It’s really on maximizing your effectiveness.
Now one thing that I really took away from this was the profile picture. Your profile picture really validates you and really helps to support your narrative and what you’re saying. With this profile picture, focus on your face. And I love that Guy Kawasaki gives you some real photo tips, on how to get the best lighting in your shot, and to get the best focus on your face. Because basically, you want your face to make you likeable. Not to make you likeable if you’re an evil villain and you want to get put up a picture and get people to like you.
You want to get the gist of who you are from your profile picture and get people to like you. You know, follow you, whatever the case may be. I love photography, we all know that, and if I’m telling you that he’s giving you some good tips on the photography, that’s’ definitely what’s going to help you get a great profile picture. Not just an ok, ho-hum kind of profile picture, that someone may skip over. But if you see Guy’s profile picture and Peg’s profile picture, they’re always warm and inviting and they want to invite you right into their world.
Definitely that’s a key takeaway from that chapter that I completely agree with. So many people blow it that I see and they just put a picture of them at a restaurant. Maybe a picture where they’re wearing some kind of a busy pattern and the focus is not on their face. You definitely want the focus of that picture on your eyes, and on your smile. So make sure that you focus on that profile picture.
Chapter 2 – Content.
For me, this was really important because when you share your value with people in social media, I never understood I guess kind of what the experts think as to what the best number of pieces it is that you should be creating yourself. Now, I’m kind of a content monster. I’m always creating stuff, like blog posts. I love to do my podcast once a week. I love to get my thoughts and ideas out there for you, especially with visuals.
But when you’re a content creator, it’s not always that easy to keep creating your content. You kind of spin your wheels, you kick yourself, you say come on, just one more. You try to get ideas from people, but it’s a lot of work. So it was really valuable for me to see that Guy felt that it’s very difficult to create more than two pieces of content per week on a sustained basis.
Your planning is going to come very much in the forefront of your whole process when you do stuff like that because you will burn out. I’ve done it myself, time after time. Where you’re wanting to create this stuff and then all of a sudden there will be a lull where you couldn’t create it. Now I’m not saying to be scared, there’s going to be a lull – I’ve figured it out.
I’ve got a calendar for myself and I know what and when I’m supposed to be creating that on my own. I’ve optimized that process, but I really didn’t have a number set, like what the experts think is how much that you should be creating. Again, it’s difficult to create more than two pieces per week on a sustained basis.
In this chapter, there’s a link to Hubspot. Hubspot is also a great resource for all of this and they sponsor a lot of these webinars that Guy and Peg are featured on, they’re really awesome. If you go to http://hubspot.com, you’ll see a ton of content and always great value. There’s an editorial calendar that they give you a link for in this book. You can or you don’t have to use it.
Now for myself, I really don’t use a specific calendar as a spreadsheet. When I was in more of a corporate environment, I did because other people had to see it. I pretty much know in my head when I’m going to creating what type of content. I know Thursdays is my podcast recording day, so that I give myself time over the weekend to do my transcription and all that good stuff. Guy says that everybody is different. He says a “pray and spray” kind of guy. He just finds good content and just shares it out there. I’m not talking about creation. I’m talking about the aggregation of valuable content and praying and spraying.
Peg is more meticulous in managing her editorial content calendar and promotions. That’s totally find, too. It depends on your style.
So there’s this creation and there’s aggregation. You either create it yourself or you find someone else’s content to share. So that’s chapter 2 – content. Great, great chapter. That one really moved me.
Chapter 3 – Perfecting Tour Posts.
He has this great format where he goes into being valuable, being interesting, being bold, being brief. And he goes through a whole bunch of be’s. I’m going to stop on this one in particular for you, and that’s “be active.” This one discusses how active you should be in your social media, and really perfecting your posting.
The point that he makes is that you should do 3-20 posts per day, not repeated. Now what does that mean. That’s a kind of big, wide, broad range, 3-20 posts per day, not repeated. And 1-2 crappy posts per day is too much. 3-20, what does that mean? That means that you have to find your own sweet spot and you’ve got to see what works for you, not just in what does your audience appreciate, but what is ok for you to being effective in sharing very valuable content.
Now he repeats his posts, especially on twitter, 8 hours apart. He tracks the clicks, and it’s important for him to add followers and gain reshares. He talks about that there will always be people who will be unfollowing you when you have too much content, yeah, and that’s fine, but yeah, he’s looking for the people who want to follow him and retweet, reshare, and that’s what his goal is. He has a tool that he uses to schedule those posts 8 hours apart and we’ll talk about that in a little bit.
Now I want to share with you something that, again I’m touching upon all of these chapters, not just to give you a summary of their content and be an audiobook here and tell you what’s in the book. I’m here to tell you what moved me and what some of my key takeaways are from someone who’s been doing social media for quite a while now, over 10 years. And I followed somebody, I won’t go into who it was, I don’t want to badmouth anybody because maybe that’s their style and it works for them.
I followed somebody and this was somebody that was into social media, not visual marketing, someone that was very vocal and always posting tweets, and I looked at the content and it was valuable to me. So I followed. And then I put the notifications on. You can have twitter lists where you can follow people and read what they have to say in tweetdeck or on hootsuite or on twitter and just see what your lists have to say. But sometimes when there’s a valuable person that I think that I should be on top of, you can turn the notifications on.
So I turned the notifications on for this person and I have Guy Kawasaki’s notifications turned on as well. And then when I was getting my notifications and there are quite a few from Guy Kawasaki, because he posts a lot, but that’s ok for me because I find them valuable. So I saw these posts that this person was doing in between that didn’t have anything to do with it. But as soon as that person saw that Guy Kawasaki did a video post, they were very into video, they would post it on their own twitter feed right away.
And it wasn’t a retweet, it was taking that video and posting it at the same time as Guy, so I don’t know if they were getting their content from the same place, and happening to post it into their own content schedule, or if they were copying it from him and then posting it themselves, I just turned off the notifications off on them at that point because I was just doubling up on my content when I didn’t need to. I was already getting that great stuff from Guy.
Sorry, he was first. He was always the first one to post it. I don’t know if he was posting it first from that source, or if she was just taking it from his feed and taking it and posting it herself, I don’t know what the deal was.
But the point is that you’re going to have to be using some tool to schedule and distribute your posts. They both had tools, and he was quicker on the trigger, so just know what. You’re going to need some kind of tools to schedule and distribute their posts. In this chapter, they discuss quite a few.
They discuss some of my favorites, Buffer, Tweetdeck and Hootsuite. A new one that I picked up in this chapter is Postplanner for Facebook. It’s just for Facebook. It’s posting valuable content to your Facebook pages, but you have to grant them access to your Facebook pages. So if you’re not comfortable with that, this might not be for you. It was something very valuable for me because I heard of it and I had seen other people posting from Postplanner but I didn’t know what that was. So that’s something I’m definitely going to check out.
Another point in this chapter is being analytical to improve the relevancy of your content. And one of the things that I use if Facebook analytics. So if you want to improve the relevancy of your content and be like a super rock star and understand how your audience is seeing, viewing and valuing your content, check out your analytics.
Chapter 4 – Responding to Comments.
Really cool. I like the point about using mentions and not hashtags. So if there’s a comment that somebody makes, if you use a hashtag, what you’re going to see is that people who are aficionados of that particular hashtag, they’re going to see it.
He uses the example of Audi. If you want to respond to Audi and you use the hashtag Audio, all the Audio aficionados are going to follow #audi, but Audi themselves might not see it. And that makes total sense. So if you want Audio to see it, make sure you use an @ sign, make sure you’re speaking to the brand, not just through a hashtag. That was a great point.
Another point that was made was pegging your posts. I love this – the 10 step process to promoting your blog posts. I totally have to get on top of this because I create such a lot of content, blog posts, podcasts, show notes and stuff and this will really help me refine my process. It’s kind of like a checklist. So I would definitely take a look at that section.
Chapter 7 – Socializing Events Using Hashtags and Streaming Live Coverage.
I’ve done this myself so I totally know that this is right and this is a great great chapter if you have events that are local, physically brick and mortar or something or if you have an event in person you can stream stuff from. You can also socialize your online events like Google Hangouts and Twitter Chats and stuff. I like this chapter too because of that reason.
All of these chapters are so intense, there is such great value in each one
Chapter 8 – How to Run Google Hangouts.
This chapter goes into not just the technical stuff like the webcam and all the technical stuff that you’ll need to do but right down to the right colors – that you should wear solid colors and your lighting should be on. Great stuff, really great stuff. And of course it rounds off with a checklist of what you’re going to need to do for your Google+ Hangout.
Chapter 9 – How to Rock a Twitter Chat.
Oh my G-d, that is so crazy. I want to do a Twitter Chat one day. I haven’t done it yet but that’s definitely on my list. So watch for that. I love that chapter too. I’ve never done it personally myself. I know that I’ve been on Twitter Chats, I’m following a stream of hashtags.
Chapter 10 – How to Avoid Looking Clueless.
I’m going to tell you a personal story about this chapter – something that happened to me and why I truly believe this chapter. You don’t want to look clueless by buying followers or likes. That’s really not cool. You’re going to look clueless. Numbers don’t matter. It’s not the quantity, it’s the quality. Duh. It’s such a cliché statement but it’s completely true. I came on board with a brand. I will not say who, I don’t like to bad mouth, I don’t.
It’s not necessary. Just listen to the point of my story. So I came on board and my new boss was so happy that he had gotten to 100,000 Twitter followers. I said Wow, that’s really cool. But when I looked at the actual tweets, I would see that they were really not of much value and they were just reposting a lot of the same content over and over with the same language. So I knew I was going to have a problem in this area, especially because I wasn’t a brand or industry expert for this particular client so I wasn’t going to be able to post as much.
When I came on board, he figured I was the expert and now he could shut off his paid for service to be blasting out those tweets that were maintaining those 100,000 Twitter followers – follow me and I’ll follow you – that’s kind of the thing. So when I came on board, those twitter followers started to drop off and it wasn’t too long before it dropped to 90,000. And it made me look clueless because I really didn’t know what to be posting to this audience and I was clueless because I couldn’t really maintain that kind of number with the lack of value. I just didn’t have that.
There really wasn’t much content to be sharing in the first place to maintain that kind of number. That number skyrocketed off the charts for anyone in the same industry. So you’re going to look clueless if you just buy followers and you do it meaninglessly. It’s not going to matter. Make sure that you do it right and you’re gaining followers because they really truly value you and what you have to say. They want to be a part of your world and you’re really making connections with these people. Not just the follow me and I’ll follow you kind of thing.
Chapter 11 – How to Optimize for Different Platforms.
This is an awesome chapter, it goes through each individual social media platform including Instagram, LinkedIn, Pinterest, I love this – Slideshare, Twitter and YouTube. On LinkedIn, he goes into personalizing connection requests which I talked about in my LinkedIn podcast, it’s also on my blog. I think it was episode 67 for LinkedIn. Sorry I didn’t check it before, I was so excited to get before this microphone for you. Personalizing your connection requests is really going to make a difference.
I will put the link for that other podcast that I talked about and the importance of it. So that really connected with me. And on Facebook, the importance of interacting with other brands, not just in your own voice but also as your brand. It’s very important because it’s going to get you in front of the eyes of other people who have similar interests and are connected to other Facebook pages. And it’s good to connect with those other brands too. Instagram – talked about the importance of reposting. I will tell you Repost is an app that I use for Instagram.
Where I find other people’s content of value and then I just share it on my feed. So you’re getting more followers. It’s the same thing as posting on Facebook and Twitter and any other platform where you’re giving a shoutout, giving a ping kind of like for your brand. So people are seeing what YOU value but through the eyes of others.
Chapter 12 – How to Put Everything Together.
Tada! This is the process amassing our digital assets and then putting together a plan. For me, I don’t know if you know this, but I have a Project Management Certification – I’m a PMP and I’m big into process. I want to make sure that anything that I do is the most efficient way possible. I’m always giving tips and tricks on how to optimize stuff. That’s the whole point of Smarter Online Marketing. Always optimizing. Putting everything together is amassing your digital assets and then putting together a plan. Love it. This is my favorite chapter by far because it wraps it all up and gets you to optimize everything all together.
Then the Conclusion of the book . This chapter’s ending is a great quote I got: “We’ve done our best to help you master the art and science of social media. Now we want you to go out and rock the world!
Totally gonna rock it Guy and Peg. Thank you so much for this book. I want to let you know that you can find this book on Amazon if you go to this link http://saywowmarketing.com/artofsocial.
It is an affiliate link, I’ll let you know. But this book is really something of value. You’ll see my 5 star review on there as well.
Such an awesome book. I really was so moved because it came in at a level where I’m at and gave me advice that I needed. It wasn’t a beginner’s tutorial. So if you need help in the area of social media, you kind of know what you’re doing already but you want to refine your processes and be like a rock star and be able to do more of what you love and have your social media kind of running on its own. If you’re a team of 1 like myself now – I don’t have any virtual assistants and I’m not using any outside help to post my stuff so anything I do is me. If you see a post on Twitter, it came from me. It might have come from a scheduler but anything that I do for Say Wow Marketing right now online is from myself. So until I get to the point where I refine this all and bring it to the point where I can bring on a team, gotta do it the right way. There’s no other way to do it.
If you have a question for me you can post it below this podcast on saywowmarketing.com/episode70.
I definitely recommend you read the book The Art of Social Media by Guy Kawasaki and Peg Fitzpatrick. You can pick up a copy at saywowmarketing.com/artofsocial. That’s a link directly to the book. It is an affiliate link.
I really appreciate your listening today and I hope all this content for you was of definite value. That’s my goal for you and I just want you to keep working smarter, not harder.
Thanks so much and I’ll see you next time.
Guy Kawasaki on Twitter: http://twitter.com/guykawasaki
Peg Fitzpatrick on Twitter: http://twitter.com/pegfitzpatrick
Editorial Calendar (Hubspot): http://offers.hubspot.com/blog-editorial-calendar
Smarter Online Marketing Podcast: LinkedIn – 5 Key Strategies to Build Your Personal Brand: http://saywowmarketing.com/episode67
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