Paul Gillin – “Secrets of Social Media Marketing” 03/04/2010
Posted by Derek Belt in References.Tags: analytics, business, communication, digital media, groundswell, internet, marketing, Paul Gillin, social media, web economics
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Paul Gillin – Secrets of Social Media Marketing
To Blog, Or Not To Blog
Experimentation is better than inaction, but it’s better to have a plan. (Gillin, p. 21)
The Importance of Getting it Right
The history of the information technology industry is littered with failed products that were functionally superior to the market winners. Cool features are meaningless if all the customers are already using something else. (Gillin, p. 23)
Blogging Comes Naturally
Managers sometimes try to jump-start a blogging initiative by making it a job requirement. This is a terrible idea. Blogging requires enthusiasm, dedication, and time commitment. (Gillin, p. 30)
Embrace All Feedback
Customers who complain are an opportunity. Engage them in conversation. Find out what would make them happy. Then make changes that knock their socks off. (Gillin, p. 33)
Take a Look Over Your Shoulder
For all its awesome scope, Google indexes less than 20 percent of the Web, according to serveral estimates. To really find people, you need to dig into members-only networks where they might be active. Social bookmarking sites like Digg, Netscape, Newsvine, Sphinn, and Shoutwire add to the complexity. (Gillin, p. 42)
Think of Yourself as a Publisher
This point is absolutely essential: In order to succeed in social media, you must think of yourself as a publisher. This is, in my opinion, the single greatest disruptive effect of the new Internet. Anyone can now be a publisher, which means that successful practitioners must learn from the tactics that publishers have used to engage their audiences for more than 200 years. (Gillin, p. 185) (more…)
