In 2010, I wrote a book called 30-Minute Social Media Marketing that was published through McGraw-Hill. Since that time, the book has been translated into multiple languages, sold many copies, and been used in numerous college marketing classes across the country.
However, the world of social media changes quickly, so I sat down to flip through the book to determine just how out-of-date it had become. Is there still value in the book just three years after it was published?
As I flipped through the pages, I saw many tools that have disappeared or been replaced with better options. I saw a few tips that I’d rewrite now to focus on better opportunities that have evolved thanks to new tools being launched. But the nuts and bolts of the book — the marketing theory that the strategies and tactics in the book are based on — haven’t changed.
In other words, it’s still a useful resource for beginners and small and mid-size business owners who can’t afford to hire a professional social media marketing company or professional to help them. That was the audience I originally wrote the book for, and it still works for that audience today.
With that said, following is an excerpt from 30-Minute Social Media Marketing which shows you how to get started with social media marketing to build your brand and your business the right way:
- Identify your ultimate goals.
- Determine the brand image, message, and promise you want to portray on the social web.
- Find your best audience (or audiences).
- Create messages and content that consistently communicate your brand promise to draw your audience to your online destination.
- Diversify your social media presence to broaden your audience and network.
- Join the online conversation across the social web, and build your network of brand advocates.
- Allow the online community to take control of the conversation.
- Be real, be honest, be accessible, be engaging, and be true to your brand promise.
- Test, analyze results, and try again.
- Be consistent and persistent, and don’t give up.
The lesson to learn is this: Marketing tools and opportunities evolve (including social media marketing tools and tactics), but if you base your marketing strategies in fundamental marketing theory, you’ll position your brand and your business for long-term, sustainable success.
Susan Gunelius
Susan Gunelius is the Founder and Editor-in-Chief of Women on Business. She is a 30-year veteran of the marketing field and has authored a dozen books about marketing, branding, and social media, including the highly popular Ultimate Guide to Email Marketing, 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing and is a Certified Professional Career Coach (CPCC).
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I have 30-Minute Social Media Marketing and it helps me get results. It is hard to tell in a world of social media overload just who to believe. I trust Susan as the best guide to help me leverage social media business because she explains the what, how, and why of her strategies;she backs up what she says with solid marketing theory.
I’m so happy to hear that my book is helping you, Jim!
I think the most important thing is consistency and making sure you build relationships the tools within things like Facebook and twitter may change but the idea behind them stays the same and they can really help you build a business brand