Introduction

I had (and still have) a dream that the Web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe, or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings.

—Tim Berners Lee, 1995

When I wrote the first edition of this book in 2007, social media was a fast-growing marketing phenomenon. The crush of the feedback cycle—driven by digital word of mouth in the form of blog posts, pictures, video, ratings and reviews, and more—was having a pronounced impact on marketing. As if a one-two punch, at the same time all of this new consumer-generated digital media was reducing the hours that sections of the mainstream audience were spending with traditional media. The marketing landscape was shifting, permanently.

Five years on, and the vast majority of the hyped-up evangelists have been proven correct. If anything, they understated the impact that global connectivity and ever-present smartphones would have. So now here we are in 2012: Social media marketing, and a common-sense “Hour a Day” approach to getting comfortable with it, is exactly what the doctor ordered.

Like the first edition, this new edition is for marketers wanting to combine social media skills and expertise with their existing, established capabilities. Much of the book is based on my experience as a marketer and product manager, positions where success is largely dictated by what others, outside your direct span of control, think of you. That is, more or less, how the social web works.

Building on the first book, cases have been updated and technologies that were only emerging in 2007 are covered in detail. Like in all of my books, there are numerous references to true experts for those wishing to dive more deeply into the specific tools and techniques that are now part of the very complex social landscape.

My motivation for exploring social media and its use in business arrived one day as I was feeling particularly overwhelmed by the rate of change in advertising and marketing and simultaneously exhilarated by the pure rush of consumer-generated information flowing to me off the Internet. I decided that day that I wanted to see the next generation—my son was about two years old at the time and beginning to make real use of his first iMac—grow up in a world without interruption, where the information needed to make an informed choice was readily available.

Building on the personal empowerment and liberation that the Internet offers, consumers are actively connecting with each other and sharing information about everything from cars and health to scrapbooking techniques and pool chemicals. In the process, they are either reinforcing marketing efforts or beating marketers at their own game by directly sharing their own experiences and thoughts with each other. Because consumers tend to trust conversations among themselves more than they do advertising, marketers are now finding their messages routinely held up for verification in forums over which they and their ad agencies and PR firms have little, if any, control. For these industries—very much used to control—this is the game-changer.

This book is about learning how to properly use the social web to your business advantage and about how to effectively participate as a marketer by adopting the underlying behaviors that power the social web and making them the basis for your business and marketing plans. It’s about the fundamental paradox between giving up control—you can’t control conversations that aren’t yours—and simultaneously gaining influence by becoming a respected member in the communities that matter to you. This book is about realizing and putting to business use the powerful connection between participation and influence, and ultimately preparing for and embracing what’s next.

How to Use This Book

I designed this book to be used in a variety of ways and by a variety of people. Some readers will have prior experience with social media, and some will not. Some will want to jump right in, and some will want to understand what social media is all about before putting their name on a plan that integrates social media into their currently working marketing program. There is something here for everyone.

You can begin reading this book at any point you’d like. Here are some suggested starting points and tips:

• Are you already comfortable with social media and looking to jump right in? If you have a good handle on your social reputation, start with Part III, “Month 2: Social Media Channels.” You’ll quickly cover your primary social media options and then get right into metrics and the creation of your plan. Do come back and read Parts I and II at some point, because they contain useful insights and best practices supporting what you already know.
• If you’re ready to get started but want to first understand how the things you are doing now are driving the conversations you’ll discover on the social web, start with Part II, “Month 1: Prepare for Social Marketing.” If you find you have questions about why social media is emerging, take a quick look at Part I as well.
• If you are a seasoned marketer, I’d suggest starting with Part I, “The Foundation of Social Media.” The first three chapters are short, about half the length of those that follow. However, they also set the ground rules for the business use of social media and provide a solid transition for experts of traditional marketing looking to build new skills in social media. Read these on the train, on the plane, but please not while driving your car.
• What if you’re really new to marketing? What if you’re a sole practitioner looking to understand social media and develop a practice of your own? This book is certainly for you. My only assumption is that you have a basic marketing plan now. If not, then you may want to create that first, using the online planning guide written by marketing expert Shama Kabani. It is specifically for independent professionals and service firms. You’ll find the guide at http://www.marketingzen.com/.

Regardless of where you start, beginning with Part II, each chapter includes a week’s worth of exercises and is designed to be completed in sequence in about an hour each day. The result, depending on how you approach the exercises, is either your actual social media plan or a framework for a plan or RFP. If you’d like to skip the exercises—perhaps you are reading the book for theory and understanding, or maybe you simply want an overview of social media and its application in marketing—you can do that. The issues, concepts, and techniques presented will still flow logically. Make no mistake, though; if you don’t do the exercises, you will not come out with a plan. Nonetheless, you will come away with a solid understanding of social media and why it’s an important part of contemporary marketing.

Finally, a note to established social media practitioners: You’ll recognize the risk in writing about a subject as dynamic and broad as social media. There are as many ways to approach our emerging discipline as there are early pioneers helping to define it. My hope is that you will find this book useful, if only as a guide to help your clients understand the importance of your counsel on the critical issues of participation, transparency, and quantitative measurement. With those three right, the rest of the pieces tend to fall into place. To download additional resources for this book, go to www.sybex.com/go/socialmediahour.

Mostly, enjoy this book. This is an exciting time, and opportunity is everywhere. Be a part of it.

Disclosure

Within this book, I have included references to over 100 companies and practitioners, a handful of which I am formally associated with—for example, I might be a cofounder, part owner, engaged within a client relationship, or have a similar interest that deserves disclosure. If there is a number-one best practice on the social web, it is being transparent. Let transparency start with me. As referenced in the book, these companies are

Alterian

Bazaarvoice

Dell

FG SQUARED

Friend2Friend

Jive Software

Lithium

Mikons

NetBase

Philips

Radian6

Social Dynamx

Wakesites