Main points in the book:
- Author Gail Martin takes a domestication approach (with a marketing angle)when it comes to social media. equating it to being a cost-efficient advertisement platform
- “RESULTS” acronym signifying “Recommit, Expect success, Seek partners, Understand your audience, Look for win-win scenarios, Take strategic action, Stay visible”
- Social Networking Sites=power, how to “harness” that power
- Don’t let SNS use you, take advantage of it for results
- Reconnect with old colleagues, friends, clients to expand reach
- Meet other possible clients and partners online
- Don’t be a social media pariah, or “orphan” as Martin puts it
- Allow your company to come across as more of a personality, and less of a brand
- Make personal connections with those online (goes back to being a “person” online and convincing authenticity)
- Invest time in social media, allocate at least 30 minutes a day
- Those you choose to retweet or befriend is more telling about you than them
Big picture: Marketing guidelines and tips presented in Martin’s book could relate back to one’s everyday social usage of their social media too. The same way that a company tries to sell you a product through SNS is the same way you try to sell (or I guess “convince”) others your identity.
Criticism of the claims:
- Hiring one social media guru is not enough to maintain all of the SNS Martin proposes
- Martin seems to paint over her points with broad strokes without even giving concrete examples or advise. i.e. Martin advises to add 30 people/followers a day on Facebook and Twitter. How will a small unrecognizable company garner followers and friends if you and I usually do not befriend/follow names we don’t know?
- 30 Days for results, but what about after the 30 days? How do you sustain the “success” after the 30 days? Author fails to address.
- Author does not define what “success” in social media means. On one hand she says don’t reach too high if you’re a small company, but in the later chapters she pushes you to take your social media to global scale
- Author approaches each social media site with the same methods, but LinkedIn should be handled much differently than, say, YouTube
- Digg is kind of, a little, really, super outdated