If you’re involved in any business or any form of communication arts or entertainment, you already know that social media has rapidly become the buzz term of the new century. Increasing numbers of people all over the world spend hours a day online in some level of engagement on Facebook, Twitter, Linked In, Tumblr and now Pinterest. That the book I am talking about here, The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue, is an updated 2012 edition of a book first published less than two years ago, indicates how dynamic and fast changing online social media have become.
Over the last four or five years, I have voraciously read or skimmed any number of books that cover either specific social media platforms, or more broadly on social media marketing and strategies for businesses and professionals. Quite a few of them were very good and taught me valuable lessons. None, however, was as penetrating and inspiring as this book. Author Kabani deeply understands how social media marketing is so different from traditional marketing – and requires a very different approach from anyone attempting to “use” social media for their business or profession. Zen is the right term.
Shama Kabani started her own marketing business, The Marketing Zen Group, right out of graduate school, and built it into a successful operation, learning as she went. Her company used social media to attract clients; she practices what she preaches. In the book, Shama lays out her basic principles, contrasting the conversational and participatory approach of social media marketing to the megaphone approach of traditional product marketing that worked in the one way world of broadcast and publishing media for so many years. Her core structure is compelling and simple: ACT: Attract followers, Convert them to consumer or customer, Transform your successes into magnetic attraction.
Throughout the book, Shama features anecdotes, guest experts in a wide range of subjects providing useful advice, and a steady stream of really powerful tools and behaviors that will help anyone from beginner to expert become a better social media participant and therefore a marketer. For many businesses, becoming adept at working in social media has been the magic that has helped them succeed and thrive in a challenging and constantly changing environment. I do believe that if you only have time to read one book on social media, this is the one to have. So many of your customers (and potential customers) are so deeply involved with social media, you cannot afford to ignore them.
Talking to Shama was great fun, highly rewarding for me, and I think this interview will be useful and extremely valuable to all. Writers and publishers in particular will find this conversation of particular value. You can reach Shama directly in a variety of ways:
Please post comments and any ideas and suggestions this discussion engenders.