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FastPencil Premiere. The REAL TRUTH About Social Media
The REAL TRUTH About Social Media. Confessions of a Social Media CEO. Eric Harr
Dedication
Acknowledgements
Preface
Introduction
A Lay of the Land
Facebook
Success Story: Virgin America
Twitter
Success Story: @wholefoods
YouTube
Success Story: “Moving Windmills”
LinkedIN
Success Story: This Book
Blogs
Success Story: “Dell Hell”
Websites
What You Stand to Gain (and Lose) from Social Media
The Numbers
The Rewards
The Risks
Case Study: Wrong: Kenneth Cole. Right: Red Cross
Monumental Myth: Social Media is Media. Timeless Truth: Social Media is Relationships
The (Welcome) Demise of “Interruption Marketing”
“The Break-Up”
5 Things You Must do Before “Going Social”
Monumental Myth: Trust Your Instincts. Timeless Truth: Trust the Data
The Three Most Important Letters in Social Media
If You Aim at Nothing, You’ll Hit it
The Metrics That Matter
Twitter
Facebook
YouTube
Your Website
Monumental Myth: Nice Guys Finish Last. Timeless Truth: Nice Guys Finish First
Old-School Rules, New-School Technologies
Monumental Myth: There’s a Sucker Born Every Minute. Timeless Truth: What Goes Around Comes Around (And Stays Around)
All Tweets for All Eternity
The Law of Reciprocity
Monumental Myth: To Be Heard, Talk. Timeless Truth: To Be Heard, Listen
If Everyone is Talking, is Anyone Listening?
Since the Days of P.T. Barnum
Face Facts
Listen Up
Engage
Have Humility
Do the Right Thing
Monumental Myth: People Will Share Your Stuff. Timeless Truth: People Share Awesome Stuff
Make Meaning…to Make Movements
Anatomy of a Consummately Viral Video: “Dancing Down the Aisle”
Social Media Success Stories
If the Shoes Fit: Walking Proof that Anything can Be Buzzworthy
Whip it Good: One Man, One Blender, Millions of Customers
$h*! My Dad Says: Marketing is Queen, but Content is King
Nuts about Southwest: Social Media is for Big Brands
Buttery Sweet: Social Media is for Small Businesses
The New Vanguard of “Tipping Point Mavens” (TPMs)
Monumental Myth: Social Media is Easy. Timeless Truth: Social Media is Hard (But Worth It!)
Social Media Success Story: Gary Vay-Ner-Chuck
Brand You: Build Your Personal Brand
Monumental Myth: Honesty and Transparency can be Bad for Business. Timeless Truth: Honesty and Transparency are Good for Business
The Heart of a Volunteer
Appendix A: Quick-Start Guide—10 Simple Steps to Social Media Success
Appendix B: Social Media Policy Template
Appendix C: Recommended Reading
Appendix D: A CEO’s “Success Toolkit”
Appendix E: Social Media “Hall of Fame”
About the Author
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I know this sounds trite, but it’s true: I live for my family. Completely, madly, passionately. Alexandra, Vivienne and Turner: I have done my best to give you beautiful lives, with all the things money can buy—and all the things love can provide.
I have never been willing to mortgage our future—to work now so that we could live later. I pursued my career in a way that would keep me close to you. I have built companies and written books largely from the hammock under our beloved apple tree, so that I could hear new words, see first steps, touch wiggly teeth, smell handpicked bouquets, taste culinary creations and feel miniature hugs. I’ve always been there. I could never hold down a “real” job, because I could never bear to be away from you. That’s because I love you—and I like you. I mean, I really like being around you people! You’re sweet, supportive, adventurous, compassionate, kind, and just plain fun to be with! I love you with everything I am—and everything I will be.
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It was a modern-day David and Goliath. In April 2009, actor Ashton Kutcher posed a simple but historic challenge to CNN: “First to one million Twitter followers wins.”
With its international reach, multiple media outlets and veritable war chest, the smart money was on CNN. Kutcher was one man with a keyboard—and a few influential friends. Moreover, he was behind before the race even began. At the time of the challenge, Kutcher had 896,947 followers. CNN’s breaking news handle had 937,787.
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