There are such a lot of social media books for sale but many are thin on insights, short of functional approaches and almost devoid of hard discussions about tangible results – conversation isn’t enough; neither is “engagement”; marketing – social incorporated – must move the needle… Others – books like the For Dummies series or the rash of “Twitter” books – put procedures and tools before strategy, offering quite frankly no actionable insights about what the larger trends that experience spawned micro systems like Twitter and micro codecs like web video, blog posts, etc will mean for sellers even after the structures we use straight away crumple to another set of shiny gadgets. Over the past decade or so, a chain of shifts have led to the hyperfragmentation of our mass culture and media into hundreds of thousands of niche microcultures, client created micromedia and bit sized microcontent codecs. Many agents acknowledge that this has came about but, as a result of mass is all they have got known all around their careers, continue to do a similar things they have always done to achieve big audiences – even though those things are less positive than ever before. I consider – and the book bears this out with a dozen or so results backed case studies – that companies can be more positive and obtain better ROI in the event that they as a substitute tapped at once into the trends toward microculture, micromedia and microcontent by adopting a series of micromarketing approaches – essentially doing lots and a lot of small but meaningful things to forge deep connections and supply real value to their best “few” customers and prospects. I wrote the book basically for client and agency side dealers that are looking to understand social media from a strategic angle instead of from the viewpoint of tools, methods and applied sciences and learn new, repeatable strategies that they’re able to apply to their very own agencies rapidly.
If a reader is a social media novice, the book offers as Godin wrote my tackle “the largest hits of social media marketing” so it’s a great primer. If you are a social media veteran, you will discover new cutting edge approaches and actionable insights that may will let you take your courses to a higher level and get bigger results and have more predictable luck. If you were to buy a industrial book according to your pursuits, it’s possible you’ll never get to one with the word “micro” in it as it stumbled on as a small idea. The big idea of Greg Verdino’s book, in spite of this, comes by virtue of the simple perception that enormous things happen when you know the way to put the right small things in combination. Unlike many business books written by expert speakers, Greg’s history comes as a VP at a huge agency running strategic social media campaigns on behalf of clients … in other words, he has street cred.
And while most of the social media examples in microMARKETING might be accepted to the uber geeky social media mavens in the viewers – for many readers the examples he shares may also help to cement the idea behind the book. Ultimately, you’re going to learn how to use the elusive method of creating “microcontent” to engage your audiences and stand out.