Some believe today’s students are savvy social media users who are more trusting of organizations than older users and don’t care for ambiguity. If that’s true, Dan Zarrella‘s The Social Media Marketing Book (233 pages) is the perfect gift for the uninitiated trying to make sense out of all the social media options.
Yes, we got a free preview copy, including the press material from publisher O’Reilly. Below we discuss issues of personal brand versus reputation and how they relate to personal branding and building trust, as well as Zarrella’s book.
1. It’s all about make-believe
The press material for Zarrella‘s book came with several quotes.
Mr. Kawasaki’s quote insinuates that spending US$ 27 (includes shipping and sales tax) and about three hours reading the book will save me 167 hours of hard labor (if one were to work about 170 hours each month), what we consider a super Return on Investment (ROI).
As any business owner knows, the key question for using social media is what purpose it will serve, so the book should help a manager answer the following questions:
- a) What is our social media mission, in what context (e.g., consumer goods vs. manufacturing, large vs. small company)?
b) Which customer(s) could be better served with social media (e.g., are 30 percent or more using it; how)?
c) What does the customer value that we could better provide with the help of social media?
d) What results do we expect from this exercise (i.e. Key Performance Indicators (KPIs) and SMART objectives)?
e) What is our plan and how can social media help us fulfill it faster?
Spending 170 hours will certainly help accurately answer these questions as far as your business is concerned. This book is a good start. Nevertheless, after spending three hours reading it, I am not convinced it will offset 170 hours of serious research.
Lesson 1: Sometimes things are less about what they are and more about making others believe. The reality check comes after purchase, when you realize that what you bought is not what others made you believe you would get.
2. Keep it simple, Stupid! (KISS), or ‘Where’s the beef?’
Highly respected social media guru Chris Brogan’s comment confused me as well (see right): was it based on Chris’ personal acquaintance with both Dan Zarella and Brad Pitt? Even assuming the quote is true, how relevant is it to the book’s content?
Brian Solis certainly has it right: there are endless options to choose from when it comes to using social media.
Nevertheless, we know that neither Twitter nor Facebook are scalable. Hence, the real clincher for an individual or a small business is to decide which channel to use for the biggest bang for your buck. As Solis puts it, counting down the options without providing much more additional insight does not mean anything quod erat demonstrandum (which is to be demonstrated).
Lesson 2: Social media evangelists or power-users increasingly act as shepherds on the web. In turn, it is hoped that their quotes or first product reviews will get the masses to adopt a product or service. But just because they influence mob-opinion does not make them a trusted brand.
More resources about social media marketing, personal brand and ethics:
- Financial Times – Corporate philanthropy inspires trust
Shane Mac says, “Personal brand or personal B.S.?”
Financial Times – When banks abuse customers’ trust
Bottom line
The publicity material we received from O’Reilly starts with:
- “Are you looking to take advantage of social media for your business or organization?… Twitter, Facebook, and LinkedIn, this book will help you choose the best – and avoid the worst – of the social web’s unique marketing opportunities.”
This is my response regarding Dan Zarrella’s book and yes, I am aware that nothing I wrote here will be forgotten in the digital age:
- Dan Zarella’s book provides the uninitiated with a helpful and quick introduction to the opportunities offered by social media, IF you see things from a US perspective.
As a business person, the book does not tell me how to choose the best social media channel for my products and services. Nor does the author address the five questions listed above that need to be answered before I adopt a new technology as part of my goal-driven business.
Press material received from O’Reilly (2-page download) – you be the judge.
Take-aways
There are some crucial things to remember about social media, quality and personal brands.
- 1. Reputation is more important than personal brand: Trial lawyers know how important appearances are. Brand is what we want people to believe (i.e. appearances), while reputation is how others see you and your actions over time. To maintain a quality reputation (e.g., Roger Federer) versus representing damaged goods (e.g., Tiger Woods), consumers and industrial buyers want to be sure that your quotes, product reviews and endorsements can be trusted (e.g., if you say it is super-duper, will it be after I have acquired it?).
2. Personal reputation must be protected to hold up over time: In the long run, what matters is what you do while representing your brand. Thanks to digital storage, less is forgotten everyday and past remarks and actions remain part of our future reputation. Whether the final reputational picture put together from digital storage instills trust or shows shallowness is every personal brand advocate’s challenge.
Please, leave a comment! We love to hear your thoughts: how do you feel about these issues regarding personal branding, social media and trust? Here is a chance for anyone with first-hand knowledge (this means you!) to please share your insights.
P.S. – You can get updates on this blog in Twitter by following @ComMetrics. You can also get a free subscription by RSS or:
Pingback: MyComMetrics
Pingback: Urs E. Gattiker
Pingback: World Economic Forum
Pingback: World Economic Forum
Pingback: JobShoots
Pingback: M. Edward Borasky
Pingback: Urs E. Gattiker
Pingback: Urs E. Gattiker
Pingback: Urs E. Gattiker
Pingback: Roger Harris
Pingback: Ernady Destre
Pingback: Social
Pingback: BOT_volumelow
Pingback: Simon Parker
Pingback: Simon Paul
Pingback: Si Parker
Pingback: Paul Parker
Pingback: Simon Paul Parker
Pingback: William Reynolds
Pingback: Alex Hall
Pingback: Social media DO’s and DON’Ts: 8 job search essentials » career management, resume, CV, job search, social media monitoring, best metrics, best practice, cost-benefit analysis, social media marketing, reputation, brand management, » ComMetrics
Pingback: Urs E. Gattiker
Pingback: MyComMetrics
Pingback: Raphael Love