Posted on June 8, 2010. Filed under: Marketing and Public Relations | Tags: blogger relations, blogging, branding, business, business marketing, Business Strategy, community, connect with customers, content platform, crowdsourcing, cyberbranding, e-book, ebook, ghost blogging, marketing, marketing communications, marketing guide, metrics, online conversation, podcast, research, roi, Social Media, social media ethics, Social Networks, tweet, Twitter, vlogging |
Twitter is a powerful publishing platform. But when messages are limited to 140 characters it has its limits, right?
Well, less than you might think — if you’re as resourceful as Toby Bloomberg. She recently published an ebook based on interviews conducted via Twitter.
A guide to social media, one tweet at a time
As Toby explains in the introduction to her free ebook, titled Social Media Marketing GPS:
“The goal was to create a comprehensive body of knowledge that could serve as a roadmap (GPS) for developing a strategic social media plan. My thoughts were if this could be accomplished in a series of 140 character tweets it might help ease the apprehension for people new to social media, while at the same time, providing a review and offering some interesting ideas for those more experienced.”
Toby admits the whole thing was conceived as an experiment.
Based on the result, I’d say it’s a success. Social Media Marketing GPS is a shining example of the power of communication conveyed through social media.
Featuring advice from 40 marketing pros
The book features tweets from 40 professional marketers, all of whom are avid practitioners of social media.
Some handle social media for corporations or agencies, while others are solopreneurs. Contributors include Paul Chaney, Mack Collier, Roxanne Darling, Ann Handley, Beth Harte, Neville Hobson, Tim Jackson, John Maley, Scott Monty, B.L. Ochman, Connie Reece, David Meerman Scott and Liz Strauss.
Certain of those names are well known; still, I like that Toby didn’t simply turn to the uber-darling “usual suspects” of social media to create her book.
Not that there’s anything wrong with superstar power. It’s just nice to hear from others who are in the trenches, blogging, vlogging, podcasting, Facebooking, Tweeting, branding, and otherwise successfully engaged in social media marketing.
That, of course, is part of the beauty of social media: It helps level the playing field for who has a voice (and impact) in the marketplace.
Big ideas presented in bite-size nuggets
Each chapter of Social Media Marketing GPS features useful ideas and opinions regarding social media strategies and tactics. Topics covers tools and platforms, ethics, metrics, branding, blogger relations and more — all presented in bite-size nuggets.
In a way its presentation strikes me as being akin to how you might use a yellow marker when reading, to highlight essential details. Only in this instance, the content is strictly the highlights.
Toby is the consummate conversationalist
Toby — who, in case you did not know, is a popular blogger and marketing maven in her own right – serves as ringleader, instigating interviews with a leadoff question. She embellishes each chapter with concise introductions and summaries of key concepts, and then closes out with questions to consider when creating a social media marketing plan.
These questions also invite you to think about each topic — on your own — which enables Toby to create a kind of conversation between the ebook and its readers.
Of course, if anyone knows how to generate stimulating conversation — virtual or otherwise — it’s Toby. She does it all the time on Diva Marketing Talks, her podcast series featuring chats with experts about all things social media. Those familiar with the series may note a considerable overlap between her guests on Diva Marketing Talks and the individuals featured in Social Media Marketing GPS.
Useful to both new and experienced marketers
Meanwhile, Toby does succeed in her goal of creating a book of value to both newbies and those experienced in social media. Wherever you may fall on that spectrum, I recommend you give it a read.
And by the way, if you happen to have an e-reader, the book is specially formatted for this handy gadget.
- Deni Kasrel
Have you read Social Media Marketing GPS? What do you think of it? Comments welcome.Read Full Post | Make a Comment ( 2 so far )