Guy Kawasaki, for the uninitiated, is an extremely well-known in Social Media circles - with a huge following on Twitter, Google+ and Facebook. He was Apple's chief evangelist and advisor to CEO of Motorola. He has also written a number of books and is EXTREMELY active on Social Media! His most recent book is called the The Art of Social Media: Power Tips for Power Users, which he co-wrote with Peg Fitzpatrick. It is a neat reference book and is divided into 123 tips on how to master social media, covering broad areas like How To Optimise Your Profile, How To Feed The Content Monster, How To Get More Followers, How To Socialise Events and How To Optimise For Individual Platforms. Here are a few of those tips that I would like to share with you.
Finding The Right Content
I like that Guy Kawasaki breaks content down into two areas which you can use, as he says, "to feed the beast". These areas are content creation, where you generate content using text, image, video, powerpoint, etc and content curation - finding content from other people's sites and sharing it. The latter sits neatly in the "I-haven't-got-much-time-to-blog-this-week" category.
Make a Plan
Guy says that he is not a great fan of cogitating for long periods of time but still believes you need a plan to help you accomplish what you set out to do with social media. Briefly, he says you need to:
- Figure out how to make money
- Figure out what kind of people you need to attract to make money.
- Figure out what those people want to read (which is probably different from what you want them to read).
Use An Editorial Calendar
Though he says that he doesn't subscribe to this approach and prefers a "spray and pray" approach, he says his co-author likes this approach and recognises it can be useful for managing blog posts, alongside Google+, Facebook and LinkedIn updates. Here is an example of the editorial calendar he uses (which interestingly is one we recommend on the Social Media courses we run!). Notice how it details target personas, keywords and calls to action.
Tap Into Good Content By Using List, Circles, Communities and Groups
He recommends using public Twitter Lists to find interesting users around a topic and private ones to track what people are doing and saying (like competitors). He recommends using Facebook Lists, which allows you to stream updates from Pages or people and Google+ for organising contacts.
Good 'stuff' (content) comes in four forms:
Guy advocates discussing topics which, you could say, sometimes go "off topic". He says that people, often mistakenly, assume that others want to hear about a "narrow band of subjects". One example he gives is a restaurant writing an article along the lines of, "Atomic particles help solve wine fraud: the scientific way to cut a cake".
Recent stats show that use of images and video leads to increased engagement, sharing, liking and commenting on social media. Guy cites a stat that says that views of content increased by 94% when accompanied by relevant photograph or infographic. Some examples of how to be more visual included:
- Including a link on updates like Facebook or Google+ - this automatically brings in images from the story you are referencing 9see Facebook example below).
- Create a picture from a screenshot
Have you considered using titles for your posts along the lines of:
How to Rock ...
A Complete Guide To ...
Essential Steps to ...
What No One Tells You About ...
The book contains a neat infographic with 74 blog post titles.
It probably goes without saying that you need to be fairly active but not too active on Social Media. He includes an interesting couple of charts to define the number of posts "casual" and "hard-core" users will be publishing to various platforms - for Twitter 8-12 tweets were identified for casual and 25 for hard-core! He also explains an experiment whereby he shared 4 identical tweets with different tracking links and saw that instead of getting 1300 clicks (based on tweeting once), he got 7600 clicks (based on tweeting four times). He concludes that would you rather irritate a few people or get 5.8 times more clicks.
There are so many valuable tips that I think those new to social media, and even those already using it, will find useful in this book. I saw quite a few that I'd had not heard of, others that showed I was doing some things correctly and others that have made me look again at the way I do things. One observation though, I bought the hard-cover version and wished I had bought the Kindle version as it does include clickable links to useful sites.