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About the Author
Guy Kawasaki is the chief evangelist of Canva, an online design service, and an executive fellow of the Haas School of Business at U.C. Berkeley. Previously, he was the chief evangelist of Apple and special advisor to the CEO of the Motorola business unit of Google. His many acclaimed books include The Art of the Start and Enchantment. Visit www.twitter.com/GuyKawasaki Peg Fitzpatrick is a social media strategist innovating the world of social media. She’s spearheaded successful social-media campaigns for Motorola, Google, Audi, Canva, and Virgin. When she dies and meets Saint Peter, the first thing he’ll say is, “I follow you on Pinterest.” Visit www.pinterest.com/PegFitzpatrick
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ABOUT THE AUTHORSThere is nothing to writing. All you do is sit down at a typewriter and bleed.The quality of any advice anybody has to offer has to be judged against the quality of life they actually lead.READ THIS FIRSTDo not follow where the path may lead. Go instead where there is no path and leave a trail.Guy Kawasaki Peg Fitzpatrick July 2014ACKNOWLEDGMENTSIf the only prayer you said was thank you, that would be enough.1Do what you can, with what you have, where you are.THEODORE ROOSEVELTLet’s start with the basics. All social-media platforms provide a “profile” page for you to explain who you are. This is for biographical information and images. An effective profile is vital because people use it to make a snap judgment about your account.The goal of a profile is to convince people to pay attention to your social-media activities. Essentially, it is a résumé for the entire world to see and judge. This chapter explains how to optimize your profile to maximize its effectiveness.1. Pick a Neutral Screen NameBefore we work on your profile, let’s pick a good screen name. Today’s clever name, such as @MartiniMom or @HatTrickHank, is tomorrow’s regret, and you’re not going to work for the same company forever, so @GuyMacEvangelist is risky too. Imagine it’s two years from now and you’re looking for a job. Now pick a name.You probably already have a screen name, but the longer you use a lousy one, the harder it will be to change it later, and the more negative effects it will cause. Our recommendation is that you use a simple and logical screen name. In my case, that’s “Guy Kawasaki,” not “G. Kawasaki,” “GT Kawasaki,” or “G. T. Kawasaki.” This is not the place for cleverness or complexity, so make it easy for people to find and remember you.2. Optimize for Five SecondsPeople do not study profiles. They spend a few seconds looking and make a snap decision. If this were online dating, think Tinder (swipe right for yes, swipe left for no) versus eHarmony (complete the Relationship Questionnaire).Your profile should give the impression that you are likable, trustworthy, and competent. Platforms provide space for this information: • Avatar. This is a small circular or square picture of you or your logo. • “Cover” (Google+, Facebook, and LinkedIn) or “header” (Twitter). This picture is the largest graphic element in a profile and visually tells your story. • Biographical text. This is a summary of your education and work experience. • Links. This is a list of links to your blog, website, and other social-media accounts.3. Focus Your Avatar on Your FaceA good avatar does two things. First, it validates who you are by providing a picture, so people can see which Guy Kawasaki you are. (God help us if there is more than one.) Second, it supports the narrative that you’re likable, trustworthy, and competent.Your face provides the most data about what kind of person you are. Thus your avatar shouldn’t show your family, friends, dog, or car, because there isn’t room. This also means you should not use a logo or graphic design unless the avatar is for an organization.Here are three additional avatar tips: • Go asymmetrical. Symmetry makes a picture less interesting, so don’t stick your face exactly in the middle. Divide a picture into thirds and place your eyes near one of the vertical lines. • Face the light. The source of light should come from in front of you. If the light comes from behind you, your face will probably be underexposed unless you force a fill flash on your camera or use a photo editor. • Think big. When people scan posts and comments, they see your avatar at a postage-stamp size. When they click on it, however, they should see a big, crisp photo, so upload a picture that is at least 600 pixels wide.4. Stick with One PictureIf companies used different logos in different places, mass confusion would reign. Your picture is your social-media logo, so use the same one everywhere. This will help people recognize you on social-media platforms and reduce questions about whether, for example, @GuyKawasaki on Twitter is +GuyKawasaki on Google+.5. Craft a MantraMost platforms enable you to add a tagline to your profile. Make this a mantra—two to four words that explain why you or your organization exists. For example, my mantra is “I empower people.” Here are four theoretical mantras for companies: • Nike: authentic athletic performance • FedEx: peace of mind • Google: democratizing information • Canva: democratizing designFinally, for the sake of consistency, ensure that your tagline/mantra is the same on every service.6. Tell Your StoryIn addition to an avatar, platforms permit a second, larger photo, called a “cover” (Facebook, Google+, and LinkedIn) or a “header” (Twitter). Its purpose is to tell a story and communicate information about what’s important to you. This is where you can show a photo of your family, dog, car, product, or passion.Platforms change the optimal dimensions of avatars and cover/header photos all the time, so we monitor what the platforms do and regularly update in a blog post called “Quick Tips for Great Social Media Graphics.” Refer back to it whenever you want to know what’s optimal.The cover is also a place where you can blow your social-media credibility by not changing the default design that platforms provide. If you don’t add a custom photo, you are screaming that you are clueless about social media. (There’s an entire chapter about cluelessness coming up.)You can have more fun and display more creativity with your cover photo than with your avatar. You can also change it more often. With my cover photo, I’m trying to tell a story that I am significant enough to make speeches.7. Get a Vanity URLYou can get a vanity URL for your Google+, Facebook, or LinkedIn account. That means people will see this kind of link:https://plus.google.com/+GuyKawasaki/postsIf you don’t get a vanity URL, people will see this kind of link, which is much harder to remember:https://plus.google.com/+112374836634096795698/postsHere are the instructions for Google+, Facebook, and LinkedIn. Like domain names, it’s too late to get many vanity URLs, but almost anything is better than twenty-one random numbers. Also, coming up with a vanity URL is a good test of your cleverness, so an inability or unwillingness to do so impugns your intellectual prowess.8. Finish the JobPeople will make a snap decision based on your avatar, tagline, and cover/header photo and will subsequently follow, learn more about, or ignore you. If they decide to follow or learn more, they will read the rest of your profile. That is why you need to complete your profile. Google+, for example, enables you to provide introductory text, contact information, and links.9. Go ProEveryone and everything on Facebook has an “account.” Each account has a personal “Timeline,” and it can also manage “Pages.” Your personal Timeline can have up to five thousand “friends” and unlimited “followers” who can see your public posts. Pages can have unlimited “likes,” and they support more types of ads. You can read about the differences between Timelines and Pages here.Google+ has similar conventions. “Profiles” are for individuals, and “pages” are for commercial entities, celebrities, and artists. You can read about the differences between these “identities” here.If you’re going to use social media for business, you have no choice but to use a Page/page on both platforms—for example, Facebook’s terms of service warn that using a personal Timeline for business (as opposed to a Page) can result in the closure of your account.Fortunately, Facebook enables you to convert a personal Timeline to a Page. You can also convert a Page back to a personal Timeline should you change your mind. Google+ enables you to create a new page from an account, but not to convert a profile to a page without an act of God.Generally speaking, you should go pro with a page if you’re using social media for business, because of added capabilities such as multiple administrators and extensive analytics. For Google+ in particular, sharing posts with external services such as Buffer, Sprout Social, and Hootsuite is much, much, much better with a page.10. Go AnonymousWhen you’re happy with your profile, our final recommendation is that you view it in an “incognito window.” This is a browser window that hides your identity. Viewing your profile this way means that you will see it the way other people do.To get an incognito window in Chrome, launch “New Incognito Window” from the File menu. There’s a way to do this in every browser. Search Google for “anonymous” plus your browser name to find out how.2The man who does not read good books has no advantage over the man who can’t read them.MARK TWAINThe biggest daily challenge of social media is finding enough content to share. We call this “feeding the Content Monster.” There are two ways to do this: content creation and content curation.Content creation involves writing long posts, taking pictures, or making videos. Our experience is that it’s difficult to create more than two pieces of content per week on a sustained basis, and two pieces are not enough for social media. Helping you master content creation is outside the scope of this book.Content curation involves finding other people’s good stuff, summarizing it, and sharing it. Curation is a win-win-win: you need content to share; blogs and websites need more traffic; and people need filters to reduce the flow of information. Helping you feed—indeed satiate—the Content Monster is the purpose of this chapter.11. Make a Plan
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Product details
Hardcover: 208 pages
Publisher: Portfolio (December 4, 2014)
Language: English
ISBN-10: 9781591848073
ISBN-13: 978-1591848073
ASIN: 1591848075
Product Dimensions:
5.2 x 0.8 x 7.4 inches
Shipping Weight: 9 ounces (View shipping rates and policies)
Average Customer Review:
4.2 out of 5 stars
473 customer reviews
Amazon Best Sellers Rank:
#35,699 in Books (See Top 100 in Books)
Super confused about all the positive reviews of this book. I feel like I have lost some trust in the Amazon review system after this purchase. I have a feeling most people are just Guy-Fans and did not really objectively analyze this book. I kinda want my money back :/ Anywho - I run a Social Media Management company and I am always looking to expand my skill set and stay up-to-date with the ever evolving algorithms, advertising options, best practices for sharing content, etc. Since the book is subtitled "Power Tips for Power Users", I was under the impression that Guy (and Peg) would go deeper into the process of establishing an effective social media presence. However, the book was more of: "Hey, I'm popular - I did quirky things, you should do quirky things - maybe it will work - maybe it won't. I'm Guy! Use my company's product, because - I'm Guy!...oh, yeah, and Peg does some interesting stuff, but I'm not going to go into all those details - cause, well - I'm Guy!"Spoiler Alert! The chapter on "Getting More Followers" is barely 1 page, with two suggestions: "Share good Stuff" and "Get on a Platform Before Anyone Else"....really? Are those REALLY actionable items? How would he suggest we predict the latest platform and get on there before anyone else - and even if we did, WTF - this is NOT a strategy. Ridiculous.Finally, and maybe most notably - the print version of the book is even more useless. There are a TON of hyperlinks with no explanation - so you completely miss out on whatever was trying to be illustrated, and almost everything useful is delivered this way. Disappointed.
Don't buy the print version of this book! The ebook must be full of hyperlinks that are completely missing from the print version - they are referenced to frequently, but there is no way to access the websites as the addresses aren't even written out in the print book. Waste of money...
Social media has become a habit for most of us and many of the practices discussed in this book are now habit for people who inhabit facebook, twitter and the like. If you are new to social media and want to study it, then this book is not bad. But if you have already dabbled in social media then you will find much of this book containing stuff you already knew intuitively.The book is like a mini- social media for dummies in that it contains rather step by step approaches to the following tasks.How to Optimize Your ProfileHow to Feed the Content MonsterHow to Perfect Your PostsHow to Integrate Social Media and BloggingHow to Get More FollowersHow to Socialize EventsHow to Runt Google+ Hangouts on AirHow to Rock a Twitter ChatHow to Avoid Looking CluelessHow to Optimize for Individual PlatformsHow to Put Everything TogetherThe book is a bit of a self promotional missive for Kawasaki's company that is not all bad but something to acknowledge. Kawasaki is trading on his reputation in this book rather than adding to it.This book is really really basic, almost mechanical in its treatment of topics. If you are looking for something that explains how to work effectively in social media as a whole then I would recommend Zarella's Hierarchy of Contagiousness which is a little old but has helpful ideas.
I have to tell you that the hardcopy version of 'The Art of Social Media' has proven to be a bad buy, and here's the main reasons why:1. Clearly, this book was written with Kindle in mind loaded with essential hot links to practical examples2. The links in the book version are obviously useless - the authors could have at least printed the relevant urls. This means having to Google search using each time (time consuming and frustrating)3. The main font is small and difficult to read (this would not be a problem for Kindle users who can increase magnification)4. Many of the screenshots reproduced are unreadable. The publishers made the page size far too small!5. Given that the links do not flow automatically means that the various themes are not joined up, making the read laborious and totally uninspiring. I have struggled greatly and I'm only on page 22 and I have had the book for 2 weeks!!!Sorry, Amazon but this one sucks!Amazon gave me a full refund including postage. This time Amazon rocks. Thankyou, thankyou Naresh K
Unless you are just starting in Social Media, this book is a very superficial approach. Yes, it contains some interest links to apps and online services, but that is the main benefit of the book. The rest are either obvious advice, or platform specific info that you most probably know if you have ever spent more than 5-10 hours at each one. It reads more like a collage of blog posts. Helpful as those posts may be, they lack a coherent approach or a structure, explaining elements of a social media strategy, how to move from design to implementation per platform, how to harness the power of each platform by addressing its strong points vs other platforms etc. Especially for the case of Facebook the book contained minimal -practically nil- useful advice. Tise review refers to the Kindle edition, where (at least) you can click on the links and check the proposed apps. I am sure that in case of the book, where links are mere words (!) things -without the links- would be desparate! The book reads fine and fast, and requires no more than 2-3 hours of your time. Overhyped and of little value unless its price falls to $3-$5.
I wish I had know before I purchased the book, but there is so much information missing in the print version. All the underlined words are links to more information/details that are only available in the electronic version. In other words, I feel cheated and as if I am only getting portion of the electronic version while spending more money. This is annoying and frustrating.
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