Social media can unlock millions of potential interactions. Each social media platform has its own pros and cons. To utilize the power of the platforms you must harness what they are each good at.
Two Key Take Away
- Have a plan on how you are going to use each social media platform.
- Aim for the biggest target market possible, too broad and your message doesn’t work, too small and you miss out on eyeballs.
Chapter Notes
- Chapter 1 – How I gained a million followers
- Main Point Content is key, agile approach to scaling Summary Produce, test, measure response to content. Adapt as required. Hypothesize, test, learn, and pivot. Borrow ideas that are working from other people. Facebook is the easiest platform to grow on. Building an audience takes time or money, or both.
- Chapter 2 – Target Your Audience
- Main Point Create shareable content Summary If the sole focus is an action, focus on targeting the exact demographic. Target and tailor your audience as much as you can. If you are doing a broad-base campaign, start broad and see where facebook pushes it. Use Google Analytics and Facebook Insights to help mine data. Test many many target groups. Don’t assume you know who you audience is. Retarget those that have engaged with your content. Build lookalike audiences of people who have converted.
- Chapter 3 – Choose a message for the masses
- Main Point Figure out what makes you unique Summary Choose headlines that are specific and relevant. Adapt content to what your audience is already interested in. A/B test headlines. Use LOGIC, HUMOUR, EMOTION to communicate to different audiences. Find messages to make your audience ask themselves questions they are already thinking but don’t know the answer to. Create content that moves people emotionally.
- Chapter 4 – Fine-tune through social testing
- Main Point Test and Learn Summary Learn from your data, use that information to produce more content that resonates with people. Ask your customers questions be giving them clear, distinct messages from which to choose. Think from your customers point of view. Push the boundaries of the platforms. Google Trends and AdWords help you tailor your content. Tailor and test for each platform. Testing is a marathon, not a sprint.
- Chapter 5 – Create shareable content on Facebook
- Main Point Shareable content is the number one way to grow quickly. Summary Serve others. Using good headlines will up your shareability factor. Connect with audience through emotions. Don’t assume people are watching videos with sound on. Keep intros to a minimum, go straight into something face paced and exciting. You only have one second, (max three), to hook someone. Do something unexpected, have twists. Don’t force an obvious call to action, don’t say share or follow me, think of something fun and creative for people to engage with. Every piece of content should stand on its own. Don’t be afraid to create content that leverages content that is related to your subject and not necessarily about your content. Follow your gut and be authentic.
- Chapter 6- Strategic Alliances
- Main Point Leverage other peoples audiences. Summary Partnerships help increase your reach and brand awareness. You want quality not quantity. Find the super-connectors. Put yourself in your partners shoes to think about what value to give them. Be creative and present them with a unique offering, match it to their needs. Work on a share for share basis. Look for attainable partners.
- Chapter 7 – Go Global (an opportunity)
- Main Point It can be cheaper to build your audience overseas. Summary Emerging markers can have less competition. They can be cheaper to acquire new customers. India is an important country. Brazil loves to share. People in other markets appreciate if you go and visit them. Good content travels well.
- Chapter 8 – Gaining Influence on Instagram
- Main Point Growth is slower on IG. Be patient. Summary Your network is everything. Use the explore page to get notice. The caption is everything when it comes to naturally encouraging engagement. Use visual and behind the scene moments.
- Chapter 9 – Growth Drivers for YouTube
- Main Point You need 20k subs for the algorithm, 50k to make money, 100k to get brands. Summary Currently YT favours high percentage of watch time. Longer videos do better. It is difficult to achieve rapid growth. Have a strong point of view.
- Chapter 10 – The Realities of Snapchat
- Main Point It was created as a communication (chatting) platform. People enjoy the intimacy of snaps and feel like they are chatting directly with the influencer. Summary Create content that is interactive with your audience. Use a call to action. Ask fans to respond. Be authentic, vulnerable, and real. Tell the truth.
- Chapter 11 – Substantial Business Growth with LinkedIn
- Main Point Linked in can work as a way to grow your audience but it is more specific than other social media platforms.
- Summary
- LinkedIn is better for B2B than B2C, but still can work. You need to find ways to understand the customer and provide value. It is a work orientated site so it about making the other persons life easier and delivering value to them. It is a very expensive site relative to other social media, you need to be very specific on who you are targeting. A/B test hyper-segments. You need to change your images up so that people don’t get numb to them. Retargeting is not as good as on other platforms.
- Chapter 12 – Staying Power
- Main Point Start small, keep going.
- Summary Aim high. Focus on self awareness and understanding who you are and your unique position. Building a brand gives you a safety net for a long career. Get onto multiple platforms. There is a difference between who you are and what you do. Be trust worthy. Create the best experiences on your platforms. Adapt by testing and learning. Create your own opportunities. You only fail if you quit. It takes time. Start today and keep going.
- Key Quotes Nike is a performance company that makes shoes as a way to inspire and enable human performance pg 219.
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Luke McMeeken-Ruscoe 