Description
Book SynopsisPresenting a fresh perspective on a common challenge, author Scott Levy delivers a new answer to every business owner's social media question -- how can I make social media work for me? Levy's solution takes a cue from another explosive media phenomenon: reality TV. Levy invites you to create the same magnetism that pulls reality TV viewers in by using the same tools: transparency, authenticity, and a human element. Learn how to use social platforms such as Twitter to tactfully share, or bare, your brand, inciting consumer action. Also learn how to strip your social media strategy down to what works for your brand, exhibit transparency that engages followers on all popular social channels, and create brand consistency across all social platforms. Other topics cover engineering positive brand impacts and avoid devastating damage, using crowdsourcing and retweets, and lifting a brand from relative obscurity to significant popularity. Real-life examples relate well-known business brands such as Sharpie and Jet Blue, and personal brands such as NFL Runningback DeAngelo Williams. Discover exactly what it takes to seduce the masses and turn them from passive followers into brand champions and loyal brand buyers.
Trade ReviewScott Levy asks you to consider and use social media for what it is--a broadcast medium like TV or radio. Instead of channels, there are user profiles. Tweets and posts are the programs, and Levy provides a look into getting loyal viewers to stay tuned. Content matters but Context matters more. Scott hustles and is a true entrepreneur, and if you know me I love hustle! --Gary Vaynerchuk, Author, Jab Jab Jab Right Hook You want to go far, you need the fuel. You want to rock social media, you need Scott's book. He takes all the crap we hear on a regular basis and turns it into actual facts you can put towards increasing your business and revenue TODAY. Want to make sense of it all? Buy this book. --Peter Shankman Founder, HARO (helpareporter.com) Co-Founder, Shankman|Honig (shankmanhonig.com) There are very few good starting points for knowledge when it comes to figuring out how to work your way through the world of social media. As I read Levy's tips, I found myself nodding in agreement several times - as though I could've written them myself based on my own experiences. I'd have no need to write them now, though - I'd simply share this book! --Chris Pirillo, Social Content Curator LockerGnome.com @ChrisPirillo I'm impressed with the work of Scott Levy of Fuel Online. Scott not only truly understands social media engagement, but he's one of Kred's top influencers. To really understand influencers, it is important to be one as well. --Andrew Grill, CEO, KRED a leading social influencer platform As an actress in Hollywood I thought I had a pretty good grasp of the importance of Social Media and its uses. Then I met Scott Levy from Fuel Online and he opened up a whole new Twitterverse to me! He has taught me so much about Twitter and Facebook and the power they have in my career. Thanks Scott. Wait, I should Tweet this... --Rebecca Mader, Actress, Lost, Devil Wears Prada, Iron Man 3 Scott and Fuel Online are a top notch firm. They know their business inside and out and are continually focused on delivering results. I'd highly recommend them --Mike Hostetler, Founder and CEO, appendTo Fuel has been an awesome addition to our social media team and has provided us with great insight and fresh ideas in the field. Scott and his team at Fuel are easy to work with and get things done the right way. --Ronnie Winter - CEO/Manager/Lead Singer The Red Jumpsuit Apparatus Scott Levy and Fuel Online consulted in my social media strategy. His advice I found helpful and we brainstormed together on Twitter and helped with my Facebook presence as well. He's been in the business a long time and knows his stuff. --Todd Hoffman, Creator, Gold Rush on the Discovery Channel
Table of ContentsAuthor Note ix Preface Foundations xi Chapter 1 What Is Social Media? 1 It's Like Going to a Party 2 Your Social Media Goals 3 It Can Make or Break Your Business 8 Who Are You? 12 Choose and Focus 14 Chapter 2 Transparency and Authenticity 19 Be Yourself 21 How to Be Transparent 22 The Art of Vulnerability 28 Transparent Profiles 30 It's a Two-Way Street 32 Doing It Wrong: Transparency Can Hurt You 34 Consistency Counts 35 Chapter 3 Building Your Brand 39 The New Brand Building: Sharing Enthusiasm and Creating Likability 40 Brand Building: Getting Started 41 Personal vs. Corporate Brand 43 Brand Consistency 45 Customer Service and Caring About People 46 Branding Via Your Corporate Culture 50 Brand Visibility: Techniques and Tactics 52 Chapter 4 Convergence Strategies and Your Social Media Team 55 The Road to Convergence 56 24/7 ... or Not 61 Your Target Market: Demographics 62 Preparation and Policies 65 Your Social Media Team 68 Chapter 5 Ways to Engage 75 Finding Your Audience 76 Steps to Encourage Engagement 80 Content Is King 81 Rules of Engagement 84 Tips for Each Platform 86 Case Study: Red Jumpsuit Apparatus 93 Chapter 6 How to Build a Following 97 Get Out There--In a Meaningful Way 97 Quality Is Job One in Social Media 99 Share Your Expertise 100 Selection and Editing 101 Retweeting 101 Your Following, Like Rome, Isn't Built in a Day 108 Drill Down 109 Be a Part of the Community 109 How Many Followers Should You Seek? 110 Revisit Your Social Media Goals 113 Chapter 7 Measuring and Monitoring Your Success 115 The Possibilities 116 Three Keys to Success 117 Point Values for Metrics 118 Know What You Are Looking For 120 Conversion 121 Return on Investment 124 Three Ways to Utilize the Wealth of Analytics 125 It's Still All About Your Goals 127 The Tools 128 Chapter 8 Advanced Social Media Tips and Tricks 133 Facebook 134 Twitter 136 YouTube 138 Pinterest 140 Resources 145 Websites Reporting on Social Media 145 Other Social Media/Social Networking and Photo-Sharing Platforms 146 Finding Influencers 149 Web Data 150 Social Media Glossary 151 About the Author 155 Index 157
