The Essential Social Media Marketing Handbook


Let me start off by saying that Gail Martin definitely knows what she’s talking about. For sure. She has an MBA (which is NOT a masters in basketball) in marketing, owns a consulting firm, and has authored other similar books like “30 Days to Social Media Success”. She’s 🔥lit🔥marketing-wise.

*Disclaimer: Not sure if taking pictures of book pages is illegal. Please VHS bootleg 🚔👮🏾‍♀️👮🏾 police, don’t take me to copyright infringement jail!

Structure

The book is broken up into four sections. The first two sections introduce the reader to the themes and platforms of social media. The third and fourth (the really good parts) sections focus on optimization, navigation, and engagement with the communities that develop on particular platforms, and how they can be utilized by certain entities.

Each Chapter begins with a platform that serves as a virtual mascot (I’m punny!) for the Social Media format she analyzes.

Each chapter ends in a “Next Steps”. A mini-list of actions the reader can take to gain experience with/understanding of the type of platform she assesses.

“Next Steps” usually looks like this…

1. Research leaders/influencers using _____.

2. Experiment with sites/platforms that use _____ to create communities.

3. Create _____ account and engage with communities; posting consistently and authentically.

4. Rinse and repeat.

“Next Steps” is followed by an interview with an expert that expounds on how social media fits into their fields. Awesomely, many of the interviewed experts are boss ladies with years of acclaim and experience! It’s a shameless plug, but also highlights organizations, initiatives, and resources to check out when learning about SMM and branding.

Vocabulary/Terms

Law of Diminishing Returns – used to refer to a point at which the level of profits or benefits gained is less than the amount of money or energy invested.

“Like-know-trust factor” – Martin defines it loosely as the authentic relatable appeal that lends a content creator credibility in the eyes of a reader/viewer.

CRM– Customer Relationship Management

VoIP– Voiceover Internet Protocol

Gamification– collecting user information (preferences, emails, consumer habits etc.) through interactive quizzes, polls, games etc. (ie. Freerice.com and vacay contests)

Lessons/Tips

*Facebook yields less views to paid boosts over time. So their use, if at all, needs to be deliberate.* FB suppresses the use of external media sources in favor of “native media” originally uploaded and posted on FB

* The algorithmic application of ads, proposed connections become less organic. That means the likelihood of you happening coincidentally on a new and fruitful contact decreases with time.

* Use Rafflecopter to host contests and collect emails.

Need!

Ch. 12: Why You Still Need a Website and a Newsletter

Chapter 12 is super clutch! Most of the book is informative, but not instructional, so this chapter is refreshingly direct. It gives a play-by-play on how to structure and utilize information from visitors that choose to stay engaged with your site or platform. Martin lists resources to organize a listserv/e-blasts and how to interact with subscribers.

Chapter 15: Social Media Tips and Tricks for Authors, Speakers, Event Planners, and Content Creators

Now this one you can skip ahead to read! Ch. 15 links together all the values, professions, and platforms that may benefit from utilizing SMM. As a creative, SMM is an integral part of networking, collaborating, sharing, and generating revenue. How we use social media has to be both unique and deliberate while creating our brands. Martin spells out clearly which platforms to use for which art forms and how.

For example, she explores Patreon. A sort of VIP first-access crowdsourcing site that allows niche fans to support an artist and content that they want regular and premium access to.

A lot of cosplay influencers use Patreon to drum up a following and pay for costume creation and appearance logistics. Careful curation of content and mobilization of a base allows them to take their passions full time!

Don’t Need!

Some of Martin’s advice feels like a middle school computer literacy course. Then I realized that I may not have been the intended audience. In some places the handbook feels like “Explaining the Internets to Old People and Corporations” to anyone born after 1980.

*At one point she explains how each feature of the Google Suite works 🤦🏾‍♀️💆🏾‍♀️

* “When in doubt, more tags are better than none.”

I disagree. Too many tags can diminish the impact of a carefully-crafted post meant to hold value with specific audiences. Plus, it makes you look like a thirsty hype beast. #funny #jokes #internethumor #same #duh

Roze Gold score: 👍🏾👍🏾/👍🏾👍🏾👍🏾👍🏾👍🏾

An overall really informative breakdown of social media platforms and and their growing applicability and reach that they exhibit to businesses, entrepreneurs, and individuals. I’d reccomend.

I’ll be reading and reviewing all year long! What other books would you like me to review? What books should I read for fun?

What I learn, I share. Cuz I love y’all.

Roze Goes,

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Roze Goes

When Roze first went in 2012,  it was kind of like a journal ... that other people could read. Embarassing. But I'm realizing that my voice, my experiences, my representation and narrative are valuable. There's room enough for me too. My talents and interests. My time is now. Roze

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