RELATING CLASS CONCEPTS TO “The Zen of Social Media Marketing” by Shama Hyder Kabani


Notes on book:

  • Audience- Overall, the book gave points to help social media networks, specifically Google +, Facebook, Twitter, and LinkedIn, useful for businesses (in the form of social media marketing.)
    • Speaks to those who want to create and market  their “brands” for best possible outcome/profit. I am unsure of which businesses can really be effected by the Kabani’s “tips” on the use of social media marketing since they are so basic and revolved around the personalization of brands- perhaps the book would be best for VERY small businesses that would gain costumers from a Facebook page or Twitter account.
    • Kabani’s tips are pretty obvious information to those familiar with social media platforms. The audience that would probably benefit most from her book are older people who are new to social media, or young people opening businesses and reading all the information they can on how to do so.
    • For those who are NOT trying to promote a brand- and reading the book for the hell of it- the tips are relevant for the using social media platforms wisely to  gain social capital (such as useful knowledge, updates, promotions, etc.)


  • Method of study: Kabani wrote the book using her knowledge on her personal experience- she wrote about what worked for her figuring it would work for others as well. How can she be sure it will work for everyone else?  I don’t really love that Kabani used her own success, and even less, she mentioned her success (her numerous followers on the sites etc.) many times.


  • Things I liked: I liked that the book reinforced not to self promote
    • Basically about using social media to help and inform others
    • Perceived network traffic to be due to the wise and useful information that was input by the producer- social media platforms don’t do the work for you- you have to give reason for people to want to follow you (as you them).
    • One could relate the professional use of the platforms (marketing or creating a brand)  to everyday usage/ personal life, even though obvious..


    • The social media platforms that Kabani explains how to use obviously lack social cues- which is an obstacle marketers must overcome. They need to present their desired identity as a brand without social cues and instead through the mediated platform (which over time develops its own cues)- which is difficlt because people can take posts out of content ..
    • Using the brand’s name as identity on accounts is kind of like pseudonymous communication- not under one person, but not completely anonymous- Kabani suggests that identities on the platforms be more personal like adding a personal name attached to that of the company (When she writes about twitter) because people like personal relatable experiences.
    • She mentions that when sites have unidirectional ties, do not ask for followers. You need to gain them in a respectable way. Make people want to follow you by posting relevant and useful and insightful information. She describes the etiquette of ties.
    • Platforms have ansychronist (vs. Synchronous) qualities such as twitter where conversations with the brand can be happening in the moment and brands must be aware of such- relates this most to twitter how to regulate amount of tweets and content and how to deal with answering clients (negative comments or positive)
    • The book definitely has technological determinism  which is the idea that technology is an external agent that acts upon and chanegs society.
    • She domesticates the use of technology to shape society as mentioned by baym.
    • She uses the concept of mixed modality because she says to link blogs to video pages, to home pages, etc.
    • Kabani says producers must attract consumers. Attract, convert, and transform.  (ACT) To be attracted, people like to share identity, space, and recourses, all mentioned in Baym.  These ties are the ones that lead to the interpersonal relationships that are formed- and can help convert and transform.
    • As Baym and Kabani mention, what do you have to offer? Baym says – information (kabani says tweet that there is traffic when you picked up kids from school, not that your picking them up.) Baym says moral support, positive feedback, promo and financial support. These are done to be able to share identity and form communities.
  1. Henry Jenkins: Kabani is aware that social media networks make all the information spreadable, reachable and replicable. Anything you post in almost permanent, can be reproduced in seconds and go viral everywhere. Etc.
  2. Enforces the concept of authenticity- on all the platforms she says people like what is authentic and what is relatable to the public.
  3. Slater: The book is about technology being used in a larger cultural process. “its not what technology can do, but what we do with it-” which is also what Kabani is saying.

6. Ellison, Steinfeld, Lampe= Social Capital.

    • like Kabani, these authors know the public should be gaining social capital use of these sites. Kabani says even as the producer, only follow people who will increase your social capital with useful information. Different forms of ties that lead to dif capitals that can be gained and range from weaker to stronger ties (authors.) Kabani basically points out that the marketers want to bring in the audiences as if they had strong personal connections and enable them to gain as much social capital (whether it be laughter or information on traffic, or info on a sale)
    • Media Multuplexity-  if your close to someone your probably connected with them on more than one network. Kabani mentions you want to convert your attracted person, if they are converted and become invested in your brand, they will probably be following you on more than one site- maybe now reading your blog, adding you as a friend, or following your twitter maybe due to the linkage from one another.
    • You want to also gain “cultural capital” , spread the word, be informed about things you didn’t yet know.
    • Kabani also mentions that to brand yourself you want to differentiate yourself from the rest. Offer something unique.


  1. Marwick-
    • Self Determinism , or presentation. Identity. Marwick is concerned with our identities being inauthentic. Kabani argues that we must be as authentic as possible on social media platforms to promote our brands because. bashing/negative feedback (Sync or async) if the identities are false.
    • Boyd and Marwick explain that we create an identity to our ideal readers, who we think will be seeing the posted infomation. (Context collapse, nightmare reader, bosses etc.) Kabani in the pt of view of a marketer makes sure to enforce that very personal information be kept of of the sites.- it has to be the perfect balance of personal enough to be relatable but not too personal to be too much info.


  1. This weeks readings about advertising on social media sites
  • We have to keep in mind that people don’t want to be advertised too when they go on the sites.
  • Like Kabani mentions, consumer feedback is everyhting. Social media sites have brought loser brands to people and have enabled people to be part of the conversation. They rely on these sites to inform them on a product now more than a commercial would.


  1. Weber and Mitchell
  • Effective projection of self- looking at feedback and comments and learn to discipline ourselves. Kabani writes about negative and positive feedback and how to deal with it.
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