“The Zen Of Social Media Marketing” Outline

I.        Introduction

a.       Summarize content and layout

i.      Easy to read bullet points

ii.      Four sections made out of 12 chapters

1.      Chapters 1-4: online marketing basics

2.      Chapters 5-9: each deal with SMS

3.      Chapters 10, 11: disjointed

4.      Chapter 12: conclusion

b.      Thesis: Each section of the book takes a technologically deterministic approach, scaring the social media illiterate intended audience toward listening to the author’s most basic, and rather unhelpful, advice.

II.     Chapters 1-4 deal with the most basic aspects of a business web presence in an attempt to convince the reader that they need the author’s help.

a.       First chapter deals with online marketing basicsà even breaks down how digital tools translate old marketing into new marketing.

b.      2nd chapter: deals with websites and blogs, calls them your new office

c.       3rd chapter: deals with SEO- the second parahraphy explains how google works in comparision to traditional marketing’s funnel

d.      4th chapter: Dips its toe into the social media marketing world.

i.      Much like the readings we did for last week Compares social media to aconversation where as new media was a monologue

e.       All of these examples create a technologically deterministc ideology that technology has changed our society’s marketing  taticts that we need to adapt.

III.   Chapters 5-9 each deal with an individual social networking site, and in doing so make it clear that the author’s audience is meant to be one that has no interaction with social media.

a.       In the Facebook chapter she spends pages on her own profile

b.      In the Twitter chapter she claims that everyone should get a short twitter handle, preferably their name.

c.       The chapter on LikdenIn seems to focus more on how to build a resume than utilize LinkedIn

d.      She devotes a whole chapter to Google +, a social media platform that has not been proven successful.

e.       Like the group discussed in class (and Dani mentioned in her blog post 4), she gives no discussion to unique user culture in each of these arenas, making it seem as if the technology are meant to only function  in one way, and that that way is the way she is telling us.

IV.  Chapters 10-12 seem disjointed from the rest, again intended to confuse the reader into think that the author’s way is the only way.

a.       Chapter ten is about video being the most powerful social media tool, although the chapter is just a mess of video jargon easily understandable to the average tech savy user.

b.      Chapter 11 is about creating a social media policy for a company—with a particular focus on small business that calls into question just who the book is aimed for.

c.       Chapter 12 tries to conclude, but ultimately fails.

d.      Again the author is trying to show that technology is all over our lives.

V.     Through out the book the author tries to fear the technology illiterate into believing that her method is the only method, and although each chapter works towards this goal over arching themes of the book do as well.

a.       As Lucas pointed out in discussion, she sites few statistics and when she does, she does not provide information about where they are from.

b.      Most of her stories are from personal experience, in fact in every chapter about a social media network she boasts her own ‘success stories’

VI.  Conclusion

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