A World Gone Social — Book Rating
I would rate A World Gone Social around 6/10. A good book for a quick read. Here are some of my notes on the book.
Nowadays, executives and companies must adapt to social media to move ahead. Internet entrepreneurs and social media experts Mark Babbit and Ted Coiné provide both basic and sophisticated information about social media to meet the needs of traditional firms.
A World Gone Social — Key Points
- Social media gives us numerous benefits including promotional and PR.
- And for those who do or say bad or stupid things, social media will be a curse.
- It also enables people worldwide to collaborate.
- They suggest ‘OPEN’ approach – it refers to “Ordinary People, extraordinary network”.
- ROI for social media participation is a long-term investment and tough to calculate
- ask yourself 10 important questions about your goals, methods and execution when mapping a social media plan.
- Their shortsighted attitude often is, “If I don’t know it, it can’t be that big a deal.” These leaders are accustomed to doing things their way and they aren’t about to change.
- The Industrial Age suffered from onerous, inefficient command-and-control structures; unwieldy bureaucracies; excess management; silo thinking; a tendency for senior leaders to hoard power; dishonest marketing; insulting advertising; and disillusioned, cynical customers. The Industrial Age has morphed into a business approach that no longer competes or functions.
- The Social Age of social media offers openness and transparency. It embraces collaboration. This makes sense: Social media networks are, first and foremost, social.
- With almost no start-up cash and minimal monthly costs, business people can use social media to position their organizations to exploit the marketplace more effectively.
- “Social media isn’t all roses, rainbows and Disney princesses singing in perfect tune with their animal friends.” If you mess up even a little bit, social media can bury you – and quickly.
- “It isn’t…hard for something…to earn tens of thousands, even millions, of impressions in no time. And, in almost all cases, faster than your organization can react.”
- Despite the state of the contemporary corporate battlefield, many traditional executives won’t embrace the power of social media until they know they can show a positive ROI. For most businesses, social media use is not geared to earn short-term results; it’s a long-term investment. Its ROI often can be tough to nail down. Marketing is also a long-term investment – something every executive can and will easily justify.
- “The top five social networking sites now boast user numbers in the billions; 46% of the US population reports having accounts on three or more social networks.”
The 10 Questions to ask yourself
When you consider a social media plan for your company, you need to ask 10 critical questions. Your answers will help you diagnose your firm’s social presence and determine what it must do to improve:
1. What is your social media strategy?
Wrong question. Instead, focus on your business strategy. Then make sure your social media activities align with it.
2. What is your ”policy regarding social media use at work?”
It should be full access, all the time.
3. Should you offer social media training for your employees?
Your employees will value social media training far more than “a paid day off or a plaque.”
4. “What collaboration technology” do you employ?
The more collaboration you support, the more work you will get done. People prefer Facebook for this purpose.
5. On which social media platform should you engage with your customers?
The best rule is to “Meet customers where they are now.” Usually, this will be on “Facebook, Twitter and LinkedIn” and “Google+, Pinterest, Instagram and Reddit.” The answer is the same for the next two questions:
6. How do you “leverage social media to engage with…employees?”
7. How do you “use social media to engage with outside organizations?”
8. What is your CEO’s “social media presence”?
Your CEO should have an active, strong position. However, social media sites are “dangerous” for the CEO who doesn’t know how to handle being a public figure. The best rule for a leader – or anyone – seeking to establish a viable presence in the social media sphere: Go for “more social” and “fewer media.” Don’t make social media “just another broadcast arm of your PR or marketing department.” Connect sincerely with others online.
9. How do you present your top executives on social media?
They should be active and visible on the same sites as everyone else: Facebook, Twitter, LinkedIn, Google +, Pinterest, Instagram and Reddit.
10. How do your thought leaders present themselves on social media?
Position them likewise to showcase their strengths.