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However, the world of social media changes quickly, so I sat down to flip through the book to determine just how out-of-date it had become.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.