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Social Engagement Isn’t What You Think It Is.
As the world has embraced social media in its many forms, we have seen a massive explosion in both the amount of social content you can find online and the volume of advice coming from various pundits insisting that social engagement is the new panacea for successful online marketing.
The Internet is practically cluttered with guides and infographics that tell you how to write a better blog post or schedule your tweets. Each of them promises to help you find the best return on investment for your time and resources.
The problem here is that all of these social media advocates have one thing in common: a vested interest in seeing us buy into the idea that social activity will drive sales for our businesses.
Now, that’s not to say that social engagement can’t bring sales. It can. And there’s nothing wrong with selling on social media per se. But chances are that the way in which it does bring them may not be quite the way you expect. And as we all know, expectation is the mother of all disappointment.
In other words, much of what you read about social media amounts to hype or sales copy. In a (possibly misguided) attempt to cut through that layer of fluff, the authors of this short guide have come together to share some of their insights into the reality of using social media for business. The result is the document you’re reading now.
For various reasons, this book probably isn’t like others that you’ve read. For one thing, it’s been put together by several different people, each with his or her own voice, who are approaching the topic of social engagement from a different angle. We are authors, marketers, business owners, and designers. Some of us are outspoken, while others are more comfortable with quiet contemplation. We all think creatively, but that doesn’t necessarily mean we are going to agree.
Adding to the sense of mild chaos is that this book hasn’t been arranged into discrete chapters that flow in a straight line from one to the next. The ideas are related, of course, and we think we’ve ordered them in a way that will appeal to the average reader. But you can feel free to start reading in the middle, jump around from one topic to the next, or just focus on what interests you – there isn’t a right or wrong way to do it.
And really, that could sum up our philosophy in a nutshell. In the coming sections you’re going to find advice on social engagement from men and women who use it every day, and in some cases depend on it.
To make the most of it, though, you’re going to have to decide which strategies and ideas resonate most with you. Find out what works and what doesn’t. Consider what you find to be genuinely good advice and what seems like marketing fluff.
Do that, and you’ll end up with the questions that really matter: Can you make social work for you? Should you make social work for you? And how?
Join us as we bring some positive disruption to social engagement to help you make the most out of social, and think in terms of positive disruption instead of just following the masses.
- Sales Rank: #1231686 in eBooks
- Published on: 2015-06-04
- Released on: 2015-06-04
- Format: Kindle eBook
Most helpful customer reviews
7 of 7 people found the following review helpful.
It's about mindset and expectation
By Maanna Stephenson
Social media success relies more on the philosophy of how to use it than with the tools and techniques employed. Setting a successful mindset is what this book is all about. The focus is more on meaningful engagement than on the sheer numbers game. It's also about organic growth and development, rather than gaining empty follower count.
If you're looking for a how-to book, this one is how to win friends and influence people on social media. It's not a step-by-step tutorial.
I have followed all of the contributors to this book for some time on G+. From reading their mix of posts, it seems to me that they are successful with social media because they have simply extended how they are in real life to those platforms.
In this book, they do an admirable job of condensing those traits and habits and social mindset into nuggets that make a point of clarity about that particular aspect of the topic.
But, it's just the tip of the iceburg. You'd do well to consider what's in this book as an introduction to a much larger philosophy.
If you can learn from observation, then I suggest you follow each of them and study their posting and commenting habits. They walk their talk and it may be the best way to see how this philosophy actually plays in the real world with other people.
The reason I only gave it 4 stars was due to a couple of formatting issues. This book is not laid out like others I have read that were compilations from multiple authors. Each person did not write a single chapter on a single aspect or topic.
I was a little confused at whose voice I was reading at times.
Another pass through the editing and formatting process would be helpful too, as those distractions jerked me out of the narrative like a bad edit in a movie suddenly makes you become aware that you're in a theatre.
I would also like to see a few of the points fleshed out a little more. But then, each one could be a thick book of its own. Perhaps we can look forward to a series.
5 of 5 people found the following review helpful.
Setting the Right Social Media Mindset
By Mark Traphagen
This quick read is different from most social media marketing books you'll read.
1) It's written not by "gurus" or self-proclaimed "experts" but rather by real business people sharing what brought real benefit to their business on social media. I follow most of the authors on social media, and have had enough track record with them to know that they know what they are talking about and have actually done what they advise you to do.
2) It doesn't get down into the details of specific "how tos" or tools or "rules" for social media use (in fact one especially valuable section is a mini-rant about social media rules). Rather this book is about getting your head and attitude in the right place to be successful at marketing via social media.
It's on that latter point that I want to focus.
This is the book to read and re-read when you are at the very beginning of experimenting with social media marketing. As you go on, you'll need much more than what's in this book, but Disruption will get you off to a great start.
The emphasis of the authors is on engagement. Now that's a highly-overused buzz word in social media, but they do a great job of defining engagement, why it's important, and the kinds of engagement most likely to bring you business value.
Reading this book you're really getting the equivalent of years of experience in what works and what doesn't from the eight contributing authors.
The bottom line: social media's value to your business isn't in direct sales or advertising, but rather in building real relationships and connections over time that build the awareness, reputation, and desirability of your brand. This book is about the opportunity that social media provides to humanize your business, to personalize it for prospects and customers.
Some critiques: I've given five stars because I think the value of this book for what it sets out to do is more than achieved. However, I have a few suggestions on how it could be improved for future editions:
1) The book needs a better introduction that explains to the reader more clearly what they will learn from the book and why it matters.
2) The collaborators chose for most of the book to be "group-anonymous," that is it is not a collection of chapters written by clearly-identified authors. That's fine, but sometimes a particular author's existing work is brought in and attributed, and it's unclear where that author's quoted material ends.
3) The book would benefit from an experienced copy editor who could give it a more unified voice and catch some continuity errors. For example, in several places the text jumps back and forth between "I" and "we" pronouns, and it is usually not clear who the "i" is.
Despite these critiques, I would wholeheartedly recommend Disruption to anyone getting started in social media marketing. It's like having a group of very experienced mentors giving you their best advice to set you on the right path.
4 of 4 people found the following review helpful.
My best teacher on social media
By SengHee Tan
This is the best book on social media that I have read. I have read quite a number. This is a short read. A gem by practitioners who declared that they are not "gurus". It provides a balanced and pragmatic view.
Highly recommended.
Key takeaway for me:
* Social media is an audience tool, not a sales tool.
* One size does not fit all. Try things yourself multiple times and find out what fits you.
* Set the tone of your persona by the actions you take in social media.
* The key metrics are relationships and influence.
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