Social Media Explained Untangling the World Most Misunderstood Business Trend (Audible Audio Edition) Mark W Schaefer Books
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The best-selling social media book of the year! Too busy to spend hours trying to learn the fundamentals of social-media marketing? This is the book for you!
Mark Schaefer, author of the best-selling books The Content Code, Return on Influence, and The Tao of Twitter, unravels the most misunderstood and confusing business trend in this fun and jam-packed book. Narrated by the author, Social Media Explained explores the fundamental strategies and answers the biggest questions every business professional needs to answer before diving into a social-media initiative! This is the must-have guide for understanding the sociological and psychological drivers that make social-media marketing work.
You will learn
The five fundamental social-media strategies
Social Media Explained Untangling the World Most Misunderstood Business Trend (Audible Audio Edition) Mark W Schaefer Books
The rapid pace of innovation in social media continues to evolve and reshape how we communicate both socially and commercially. This innovation brings new opportunities, but it also challenges businesses to evolve with these changes. This evolution requires awareness, reflection, and response. Because time and money are involved, it is helpful to get advice from time to time from industry pros. Mark Schaefer’s Social Media Explained (SME) provides such advice.Schaefer states his purpose: “This book explains how social media marketing works in plain English” (5). In this case, plain English includes graphical illustrations by Joey Strawn (135) which provide the text with themes and pictures that mirror the points being made. The text clearly targets busy business leaders who don’t necessarily want to know all the details, but need to be able to ask informed questions (5). More than once, Schaefer chides the reader to turn off distractions, sit up, and listen—an interesting commentary on cultural trends. Between the cartoons and the commentary (and the all black outfit in the photo), once gets the impression that he is writing to a millennial, not boomer, audience. OMG!
Schaefer describes himself as an (best selling, globally recognized) author, marketing consultant, and faculty member at Rutgers University. Other books that he has written include: Return on Influence, Born to Blog, and The Tao of Twitter . Schaefer divides SME into 3 sections:
1. The 5 Most Important Things You Need to Know about Social Media Marketing.
2. The 5 Most Difficult Questions You’ll Face
3. A Social Media Primer (2).
These 3 sections are followed by biographies of the author and illustrator and an index.
Section 1. As alluded to above, Schaefer’s introduction is actually aptly named—may I have your attention please? —because while his is not verbose, he does choose his words carefully and know what he is talking about. In chapter 1 (Humans Buy From Humans), for example, he uses a rather shocking analogy—social media is a lot like an ancient bazaar. The point is that people buy from other people—personal contact and feedback remain important. People want to connect with other people (8-12) .
Schaefer’s point mirrors my own business experience. Although my book, A Christian Guide to Spirituality, is available worldwide through Amazon.com, I generally sell about 10 books through personal appearances for every 1 book that I sell online. Even when I make online sales, I generally have a good idea of who the buyers were because of recent interactions with people.
For those of you new to Schaefer’s writing, chapter 3, The Social Media Mindset, provides an important interpretation of how to understand social media. Schaefer makes 4 points:
1. Target your connections,
2. Provide meaningful content,
3. Be authentically helpful, and
4. Reap business benefits (23).
Point 1 is less than obvious—in the entire world of possible contacts, you want to reach people who are most likely to be receptive to your service. Point 2 defines the task at hand—provide content useful to your connections. Point 3 speaks to motivation—being truly helpful is something rare, remembered, and, ultimately, rewarded. Point 4 answers the why question—being available and helpful to your connections makes it more likely that your connections will stay in touch and consider your service in their purchases. Taken together, these 4 points speak about the need to develop relationships—social media is social in the sense of providing unique networking opportunities.
Section 2. Among the questions that Schaefer fields, chapter 6 was the most eye-opening for me. What is the value of social media and how do we measure it? Schaefer starts with a brilliant statement of the obvious, for those of us in the real world—we have to measure our progress (51). He give 4 reasons:
1. Everything has an implied value.
2. We have to justify what we do—if we want to continue being employed.
3. Measurement helps us determine when we are making progress.
4. With so much data floating around, there is no reason not to measure (51-52).
Having said this, Schaefer sees the benefits of social media as primarily nonfinancial, intangibles—much like networking. Listing his own benefits in a recent year, he cites these items: increased customer loyalty, free advice, a job offer, greater awareness, and a book contract (55). The big question is how do you learn in a fast-paced, changing environment? Learning is a nonfinancial, intangible, yet it is often needed for firm survival. No one wants to become, so to speak, like a high-quality, buggy whip manufacturer.
Section 3. Keeping up with social media innovations is the source of a lot of my anxiety about social media—which platforms do I need to pay attention to and what tools are a priority to learn? Schaefer’s comment gave me great comfort: “Blogs are among the most important sources of ‘rich’ content—the real fuel for your social media engine” (124). My comfort arises because, contrary to other advice, my social media strategy focuses on blogging on a regular basis. Schaefer goes on to mention podcasting, Twitter, Facebook, LinkedIn, Pinterest, Google+, YouTube, and SlideShare (125-132). Personally, I probably need to spend more time developing my presence in Facebook; SlideShare is one media that I had not considered but probably should.
Mark Schaefer’s Social Media Explained provides a helpful overview of the current status of social media and why firms need to be aware and involved. SME is also very readable.
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Social Media Explained Untangling the World Most Misunderstood Business Trend (Audible Audio Edition) Mark W Schaefer Books Reviews
...great read for anyone that has anything to do with social media marketing. Goes after and sheds liggt on the industry wide conversation about ROI for social.
Now becoming a part of my annual reads -for now - as social changes rapidly and new material comes out.
I really like this author's perspective on social media for a business owner. I look forward to reading his other book as well, The Tao of Twitter. I highly recommend this book if you want to understand, or find a motivation for using social media to enhance your business.
My first Mark Schaefer book and I thought it was pretty good at explaining the basics of social media, especially for someone that is just learning how to use it for marketing my small business. This new era of social media and marketing can be confusing with all the constant changes. The old way of doing things doesn't work anymore and by breaking things down in simple explanations, I found it very helpful. Mark Schaefer uses case studies to back up his info and shares his own stories too.
This book is a very easy-to-digest and pleasant read, and I bought this book for the purpose of simply learning more and reviewing about the fundamentals of my career. I currently work in PR and Marketing in my company and am in charge of our social media channels, and this book gives you a rundown about key concepts, ideas and ways to think creatively about catering to your audience. By no means an exhaustive guide, but this gem is a great way to replenish some of the "common sense" of social media management and remind you of important factors that make your strategies successful in today's competitive, interconnected society. Thumbs up!
In the beginning, the book gives rhetoric for examples, like the steps of being invited to a birthday party as how small social interactions take place. Also how a big box hardware store should be treating the customer. I felt these examples were not accurate and unreal, even just made up to advance a point. So much more could have been done here, I got the feeling the author just needed to make some more money so he was cloaking whatever he does know in some empty-headed content. Unfortunately it was at the beginning of the book, so I definitely got turned off. Some people do read what someone actually writes, you know. I have read the Tao of Twitter and Born to Blog and found the author to be a worthwhile read. But this book is disappointing so far. I hope to find it more worthwhile.
UPDATE
I continued with the book and found it to be very worthwhile. It's an excellent explanation of social media and how to put it all together. I still have to stand by my expression above, the first two examples just didn't meet any of my experience or reality. I can chalk it up to a reality distortion field that failed for me. People don't have their first invitation to a birthday party as a defining moment and an impersonal big box is not going to be able to connect up your invoices to your email. Except I have to note that the other big box did do this with a sign up and a little scan card that does it. But it's funny, as I got one of those and ended up resenting it because I knew the big box was impersonal and was trying to increase sales and so they would probably have to connect it up to company bloggers or tweeters to get across the care factor.
This book is a short, illustrative, and to the point primer that answers all of the first few questions almost every business owner, manager, or executive has before they use social media to help grow their business.
What is the ROI of social media (hint That's the wrong question)? It's covered in detail in section 2. What media tools do I start with? In section 3, all different types of social media tools are covered.
It is NOT written for a social media consultant.
It IS written directly for managers, executives, business owners etc... and it is the first book I would recommend you read on the topic of considering social media.
The rapid pace of innovation in social media continues to evolve and reshape how we communicate both socially and commercially. This innovation brings new opportunities, but it also challenges businesses to evolve with these changes. This evolution requires awareness, reflection, and response. Because time and money are involved, it is helpful to get advice from time to time from industry pros. Mark Schaefer’s Social Media Explained (SME) provides such advice.
Schaefer states his purpose “This book explains how social media marketing works in plain English” (5). In this case, plain English includes graphical illustrations by Joey Strawn (135) which provide the text with themes and pictures that mirror the points being made. The text clearly targets busy business leaders who don’t necessarily want to know all the details, but need to be able to ask informed questions (5). More than once, Schaefer chides the reader to turn off distractions, sit up, and listen—an interesting commentary on cultural trends. Between the cartoons and the commentary (and the all black outfit in the photo), once gets the impression that he is writing to a millennial, not boomer, audience. OMG!
Schaefer describes himself as an (best selling, globally recognized) author, marketing consultant, and faculty member at Rutgers University. Other books that he has written include Return on Influence, Born to Blog, and The Tao of Twitter . Schaefer divides SME into 3 sections
1. The 5 Most Important Things You Need to Know about Social Media Marketing.
2. The 5 Most Difficult Questions You’ll Face
3. A Social Media Primer (2).
These 3 sections are followed by biographies of the author and illustrator and an index.
Section 1. As alluded to above, Schaefer’s introduction is actually aptly named—may I have your attention please? —because while his is not verbose, he does choose his words carefully and know what he is talking about. In chapter 1 (Humans Buy From Humans), for example, he uses a rather shocking analogy—social media is a lot like an ancient bazaar. The point is that people buy from other people—personal contact and feedback remain important. People want to connect with other people (8-12) .
Schaefer’s point mirrors my own business experience. Although my book, A Christian Guide to Spirituality, is available worldwide through , I generally sell about 10 books through personal appearances for every 1 book that I sell online. Even when I make online sales, I generally have a good idea of who the buyers were because of recent interactions with people.
For those of you new to Schaefer’s writing, chapter 3, The Social Media Mindset, provides an important interpretation of how to understand social media. Schaefer makes 4 points
1. Target your connections,
2. Provide meaningful content,
3. Be authentically helpful, and
4. Reap business benefits (23).
Point 1 is less than obvious—in the entire world of possible contacts, you want to reach people who are most likely to be receptive to your service. Point 2 defines the task at hand—provide content useful to your connections. Point 3 speaks to motivation—being truly helpful is something rare, remembered, and, ultimately, rewarded. Point 4 answers the why question—being available and helpful to your connections makes it more likely that your connections will stay in touch and consider your service in their purchases. Taken together, these 4 points speak about the need to develop relationships—social media is social in the sense of providing unique networking opportunities.
Section 2. Among the questions that Schaefer fields, chapter 6 was the most eye-opening for me. What is the value of social media and how do we measure it? Schaefer starts with a brilliant statement of the obvious, for those of us in the real world—we have to measure our progress (51). He give 4 reasons
1. Everything has an implied value.
2. We have to justify what we do—if we want to continue being employed.
3. Measurement helps us determine when we are making progress.
4. With so much data floating around, there is no reason not to measure (51-52).
Having said this, Schaefer sees the benefits of social media as primarily nonfinancial, intangibles—much like networking. Listing his own benefits in a recent year, he cites these items increased customer loyalty, free advice, a job offer, greater awareness, and a book contract (55). The big question is how do you learn in a fast-paced, changing environment? Learning is a nonfinancial, intangible, yet it is often needed for firm survival. No one wants to become, so to speak, like a high-quality, buggy whip manufacturer.
Section 3. Keeping up with social media innovations is the source of a lot of my anxiety about social media—which platforms do I need to pay attention to and what tools are a priority to learn? Schaefer’s comment gave me great comfort “Blogs are among the most important sources of ‘rich’ content—the real fuel for your social media engine” (124). My comfort arises because, contrary to other advice, my social media strategy focuses on blogging on a regular basis. Schaefer goes on to mention podcasting, Twitter, Facebook, LinkedIn, Pinterest, Google+, YouTube, and SlideShare (125-132). Personally, I probably need to spend more time developing my presence in Facebook; SlideShare is one media that I had not considered but probably should.
Mark Schaefer’s Social Media Explained provides a helpful overview of the current status of social media and why firms need to be aware and involved. SME is also very readable.
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