This is the first chapter of Social Media Marketing: The Art and Science of Building a Brand. I'd love your feedback as I edit the rest of the book.

1. Hausman
and
Associates
1
Hausman
Marketing
Letter

2.
I. What
is
Social
Media
Marketing
and
Why
YOU
Need
It?
What
is
Social
Media
Marketing?
Simply
put,
social
media
marketing
is
an
effort
to
support
your
brand
using
one
or
more
social
networking
platforms.
“Social
media
marketing
consists
of
the
firm’s
efforts
to
create
content
on
various
social
networking
platforms.
The
goal
is
to
encourage
users
to
engage
the
firm
on
these
platforms
and
share
its
messages
throughout
the
users’
own
social
network.”
Social
media
experts
often
include
paid
advertising
on
social
networks
(such
as
Facebook
sponsored
stories),
banner
advertising
on
other
websites
(including
AdWords),
and
sites,
and
Affiliate
Marketing
as
part
of
social
media
marketing.
However,
these
tools
fit
equally
well
with
notions
of
traditional
marketing
and
media.
In
this
book,
for
the
most
part,
we’ll
discuss
UNPAID
social
media
marketing
–
something
Wharton
(School
of
Business)
calls
“earned
advertising”.
In
Chapter
11,
we’ll
discuss
paid
advertising
on
social
networks
briefly.
Much
of
what
we
present
in
terms
of
concepts
and
strategies
that
optimize
your
2

3. Hausman
and
Associates
3
Hausman
Marketing
Letter
“earned
advertising”
also
work
effectively
with
these
paid
advertising
tactics.
Social
networks
provide
marketing
tools
to
build
one-­‐on-­‐one
relationships
with
customers
and
create
a
community
of
loyal
customers
who
continue
buying
your
brand
and
draw
in
future
customers.
Social
networks
also
motivate
people
to
share
their
great
experiences
with
your
products
and
people
and
become
advocates
for
your
brand.
Social
media
marketing
gives
giant
multi-­‐nationals
all
the
advantages
of
the
little
pushcart
guy
who
truly
knows
his
customers
and
shoots
the
breeze
with
passers
by.
It
turns
any
business
into
“Cheers”
where
“everyone
knows
your
name”.
Social
media
marketing
is
much
more
than
just
Facebook,
although,
with
nearly
1
billion
users,
Facebook
is
the
largest
social
platform.
Facebook,
Twitter,
and
LinkedIn
are
considered
the
top
3
social
platforms
(at
least
at
the
time
this
book
was
written).
But,
new
social
networks
arrive
on
the
digital
landscape
every
week
–
including
Google+
and
Pinterest,
which
gained
followers
more
quickly
than
comparable
platforms.
Other
common
platforms
include:
YouTube
(for
video-­‐sharing),
Instagram
(photo-­‐sharing),
Foursquare
(a
location-­‐based
social
platform),
Reddit
(a
social
bookmarking
platform),
and
many
more.
In
fact,
there
are
probably
hundreds,
maybe
even
thousands,
of
social
platforms.
Some
are
specialized
for
specific
types
of
content,
like
YouTube
is
for
video,

4. others
are
specialized
to
a
specific
demographic,
such
as
Mixi
for
Japanese.
More
than
300
million
people
spend
at
least
one
hour
a
day
on
Facebook,
approximately
200
million
people
are
active
on
Twitter,
and
100
million
use
LinkedIn1.
The
most
active
social
media
users
are
18-­‐
to
34-­‐year-­‐olds
(82%)
and
women
(78%,
vs.
66%
of
men),
according
to
a
survey
by
Netpop
Research2.
However,
according
to
CBS,
80%
of
baby
boomers
are
online;
mostly
on
Facebook3.
Socially
savvy
consumers
likely
employ
multiple
social
networks,
so
these
numbers
do
not
reflect
unique
users,
but
the
numbers
are
still
staggering2.
By
2014,
65.8
percent
of
Internet
users
are
likely
to
become
regular
social
network
users4.
But,
don’t
forget
blogging
(a
blog
is
short
for
weblog).
Blogs
are
one
of
the
earliest
forms
of
social
networks,
dating
from
19945.
Originally
consisting
of
online
diaries
with
limited
appeal,
except
for
those
run
by
journalists,
today’s
blogs
are
powerful
tools
for
branding,
creating
engagement,
and
generating
revenue
through
online
advertising.
We’ll
see
later
why
nearly
90%
of
firms
plan
to
increase
their
usage
of
blogs
in
the
future6.
Blogging
software
makes
it
incredibly
easy
for
folks
with
limited
technical
ability
and
NO
programming
knowledge
to
create
attractive
and
effective
websites.
Content
management
systems
such
as
WordPress
(my
personal
favorite),
Drupal,
and
Joomla
4

5. Hausman
and
Associates
5
Hausman
Marketing
Letter
allow
users,
with
a
little
effort
and
practice,
to
create
professional-­
looking
websites.
But,
more
than
these
tools
and
tactics,
social
media
marketing
is
a
paradigm
shift
from
traditional
marketing.
Engagement
is
the
mantra
of
this
new
paradigm
and
gifting
is
its
currency.
Let’s
take
a
look
at
how
new
media
differs
from
traditional
media:
New
Media
Traditional
Media
Two-­‐way
conversation
One-­‐way
conversation
Open
system
Closed
system
Transparent
Opaque
One-­‐on-­‐one
marketing
Mass
marketing
About
you
About
ME
Brand
and
User-­‐generated
Content
Professional
content
Authentic
content
Polished
content
FREE
platform
Paid
platform
Metric:
Engagement
Metric:
Reach/
frequency
Actors:
Users/
Influencers
Actors/
Celebrities
Community
decision-­‐making
Economic
decision-­‐making
Unstructured
communication
Controlled
communication
Real
time
creation
Pre-­‐produced/
scheduled
Bottom-­‐up
strategy
Top-­‐down
strategy
Informal
language
Formal
language
Active
involvement
Passive
involvement

6.
Why
Social
Media
Marketing?
Not
every
firm
chooses
social
media
as
a
means
to
market
their
brands.
For
instance,
Apple
Computers
doesn’t
own
any
social
media
territory.
OK,
so
there’s
a
little
Facebook
FanPage,
but
Apple,
Inc
almost
NEVER
posts
anything
or
responds
to
posts
there
–
it’s
not
even
clear
if
this
is
really
owned
by
Apple.
You
certainly
don’t
see
any
social
media
icons
listed
on
Apple’s
website.
No
obligatory:
“follow
us”
on
Twitter
or
Facebook
in
their
advertising
or
packaging.
Some
may
find
this
shocking
considering
Apple’s
reputation
as
a
technology
innovator
and
the
darling
of
the
social
media
generation.
I
mean,
Apple
created
an
early
version
of
social
sharing
with
iTunes.
But,
knowing
Steve
Jobs,
Apple’s
co-­‐founder,
it’s
not
surprising
he
liked
to
control
the
conversation
about
his
brand7.
Apple
encourages
consumers
to
interact
–
with
the
forums
on
their
website,
not
in
the
free-­‐for-­‐all
of
social
networks.
Through
its
forums,
Apple
CONTROLS
the
conversation
and
conscientious
moderators
remove
posts
that
conflict
with
Apple’s
view
of
their
brand.
Other
firms,
big
and
small,
find
it
harder
to
avoid
social
media
–
including
iconic
brands
like
Coke
and
Starbucks.
Ford
recently
reintroduced
its
Mustang
using
a
social
app
allowing
users
to
customize
their
own
version
of
a
Mustang.
And
this
tactic
was
a
resounding
6

7. Hausman
and
Associates
7
Hausman
Marketing
Letter
success.
Facebook
“Likes”
nearly
doubled
on
the
Mustang
FanPage
in
just
a
few
months8.
As
you
can
see
from
the
Ford
example,
firms
see
social
media
marketing
as
a
valuable
tool
for
marketing
their
brands.
For
instance,
Social
Media
Examiner
found
83%
of
the
nearly
4000
marketers
surveyed
believe
social
media
marketing
is
important
for
their
business9.
Many
marketers
plan
to
increase
their
use
of
and
budget
for
social
media
marketing.
In
a
recent
report
from
Awareness,
marketing
managers
report
use
of
several
social
media
platforms
including
87%
using
Facebook,
86%
using
Twitter,
and
76%
using
LinkedIn6.
Moreover,
experienced
social
media
managers
plan
to
increase
their
use
of
various
forms
of
social
media
beyond
these
3
major
platforms
–
91%
plan
to
increase
use
of
blogs6.
In
addition
to
vast
numbers,
social
networks
appeal
to
firms
because
they
embed
commercial
actions
within
a
community10.
Thus,
social
media
reaches
organizational
goals
by
employing
“creative
and
communications
marketing
aspects
to
enliven
ideas,
unite
communities,
and
amplify
stories”11.
Blending
commercial
and
non-­‐commercial
expression
reflects
the
reality
that
purchase
behavior
“is
part
of
a
social
process....
it
involves
not
only
a
one-­‐to-­‐one
interaction
between
the
company
and
the
customer,
but
also
many
exchanges
of
information
and
influence
among
the
people
who
surround
the
customer."12.
Large
numbers
of
consumers
use
social
networks
as
a
major
source
of
this
information
and
influence.

8.
Additional
factors
argue
for
corporate
use
of
social
media.
One
study
finds,
for
instance,
consumers
are
more
satisfied
with
retailers’
Facebook
pages
than
they
are
with
the
retailer’s
websites13.
Declines
in
the
effectiveness
of
alternative
communicative
channels,
such
as
television,
also
make
social
media
an
attractive
option14.
Disruptive,
self-­‐centered
conversations
marketers
commonly
employ
in
traditional
media
are
not
effective
in
social
media
and
marketers
must
find
new
ways
to
embed
messages
into
naturally-­‐occurring
conversations15.
Rather
than
broadcasting
marketing
messages
to
an
increasingly
indifferent,
even
resentful,
audience
jaded
by
the
2,000-­‐plus
messages
the
average
American
reportedly
see
every
day,
marketers
should
participate
in,
organize,
and
encourage
social
networks
to
which
people
want
to
belong.
Rather
than
talking
at
customers,
marketers
should
talk
with
them16.
The
top
3
benefits
marketers
find
from
using
social
media
marketing
are:
1)
building
brand
awareness;
2)
driving
traffic
to
their
websites
and
physical
stores,
and
3)
improved
customer
insights6.
Although
we’ll
talk
about
each
of
these
elements
in
more
depth
later
in
the
book,
let’s
take
a
look
at
each
benefit
briefly
now.
Building
Brand
Awareness
You
know
the
old
saying:
“Build
a
better
mousetrap
and
the
world
will
beat
a
path
to
your
door”
–
well
that
only
works
if
people
1)
know
about
8

9. Hausman
and
Associates
9
Hausman
Marketing
Letter
your
mousetrap
and
2)
believe
it’s
better.
Otherwise,
the
path
to
your
door
will
be
pretty
overgrown.
Traditional
media
actually
does
a
pretty
good
job
of
building
brand
awareness
because
it
reaches
millions
of
people
with
memorable
messages
and
catchy
jingles.
But,
social
media
marketing
builds
a
DEEPER
awareness
of
your
brand.
Now,
instead
of
just
remembering
your
brand
name
and,
maybe,
a
few
factoids
about
your
brand,
social
media
marketing
encourages
consumers
to
develop
a
more
connected
set
of
attitudes
related
to
your
brand.
Instead
of
just
hoping
they’ll
get
warm
fuzziest
about
your
brand
because
they
like
the
celebrity
endorsing
your
brand,
social
media
uses
your
friends
to
endorse
the
brand.
Now,
you
not
only
know
about
the
brand,
but
you
know
what
your
social
network
thinks
about
it,
which
increases
the
likelihood
you’ll
buy
the
brand.
You
begin
to
see
the
brand
as
another
friend
and,
when
you
like
the
brand,
it
even
shows
up
in
your
newsfeed
just
like
other
friends.
With
social
media
marketing
you
not
only
develop
an
attitude
toward
the
brand,
you
develop
“feelings”
for
the
brand.
Driving
Traffic

10. Alright,
I
don’t
want
to
get
into
too
much
of
this
now
(you’ll
get
a
lot
more
of
this
in
Chapter
9),
but
social
media
marketing
drives
a
lot
of
traffic
to
your
website
and
to
your
brick
and
mortar
store.
Increased
traffic
comes
through
2
related
channels
–
SEO
and
Customer
Insights.
SEO
OK,
pretend
you’re
an
average
user
looking
for
information
online.
First,
you
type
your
search
term
(keyword)
into
the
Google
Search
Engine
(or
Bing
or
Yahoo,
etc).
Google
returns
links
to
websites
that
match
your
search
–
or
SERPs,
which
is
an
acronym
for
Search
Engine
Results
Page.
If
you’re
the
average
user,
you’ll
start
exploring
links
near
the
top
of
the
SERPs
and
you’re
unlikely
to
go
beyond
the
first
page
or
so
in
the
results.
If
you’re
a
firm,
you
want
to
be
near
the
top
of
the
search
results
because
you
know
you’ll
get
more
traffic
that
way.
According
to
Optify,
you’ll
get
over
35%
of
the
search
traffic
when
you’re
in
the
first
position
in
the
SERPs,
but
only
about
12%
of
the
traffic
for
a
2nd
place
finish.
By
position
10,
you’ll
only
get
about
2%
of
the
traffic
visiting
your
site17.
Google
(and
Bing
and
Yahoo)
use
a
complex
algorithm
(that
changes
frequently)
to
determine
where
your
site
shows
up
in
the
SERPs.
And,
social
media
marketing
helps
your
site
rank
higher
in
2
ways.
First,
the
more
social
media
interest
you
generate
the
higher
you’ll
rank.
Second,
the
more
you
and
your
friends
engage
with
the
brand,
the
more
higher
Google
will
rank
the
site
in
YOUR
results
–
see
an
interesting
thing
is
10

11. Hausman
and
Associates
11
Hausman
Marketing
Letter
that
not
everyone
will
see
the
same
SERPs.
SERPs
are
individualized
to
ensure
YOU
get
the
most
relevant
links
possible,
so
they’re
customized
to
what
Google
knows
about
your
online
activity.
Improving
Customer
Insights
Academic
readers
and
those
already
engaged
in
market
research
probably
already
recognize
the
value
of
all
the
data
consumers
share
about
themselves
on
social
platforms.
But,
the
average
social
media
marketer
probably
hasn’t
explored
this
data
deeply.
Using
sophisticated
ethnographic
tools
and
software
such
as
nVivo,
SPSS
Text
Analysis
Software,
and
HyperRESEARCH,
firms
can
understand
not
only
consumer
sentiment
about
the
brand,
but
elements
of
lifestyle,
unmet
needs,
and
other
critical
information
that
allows
the
firm
to
develop
new
offerings,
maximize
the
consumer
benefit
of
existing
offerings,
position
brands,
and
drive
consumer
demand
for
their
brands.
Although
developing
consumer
insights
is
a
major
benefit
of
social
media
marketing,
details
go
well
beyond
the
scope
of
this
book.
I’ll
list
some
resources
to
learn
more
about
developing
customer
insights
after
the
references
to
this
chapter.
Other
Major
Benefits
of
Social
Media
Marketing

12. Here
are
a
few
more
reasons
why
your
firm
should
consider
social
media
marketing:
1.
COST
Social
media
marketing
is
much
more
cost
effective
than
traditional
advertising.
In
fact,
many
so-­called
social
media
gurus
contend
social
media
levels
the
playing
field
for
small
businesses
because
it’s
free.
Well,
that’s
not
exactly
true,
but
it’s
sure
cheaper
than
a
Super
Bowl
ad
–
at
over
$3
million
for
a
30
second
spot.
To
see
the
cost
effectiveness
of
social
media
advertising,
let’s
look
at
a
little
example
of
how
social
media
spreads
a
message
compared
with
traditional
media.
12

13. Hausman
and
Associates
13
Hausman
Marketing
Letter
This
diagram
demonstrates
the
potential
reach
of
social
media
marketing,
which
is
vast.
This
example
assumes
2
million
people
see
your
message
across
your
various
social
media
touchpoints
–
YouTube,
Facebook,
etc.
Now,
2
million
eyeballs
may
seem
like
a
lot,
but
when
you
think
about
firms
like
Starbucks
that
have
16
MILLION
fans
on
Facebook
alone,
you
can
see
it’s
really
not
that
difficult
to
reach
2
million
users
when
using
multiple
social
networks.
Each
of
those
2
million
users
has,
on
average,
245
friends
according
to
the
Washington
Post.
If
only
10%
of
the
people
who
saw
your
message
share
it
with
their
network
–
you’d
reach
49
million
people.
And,
if
that
49
million
shared
the
same
way,
you’d
reach
1.2
billion
people.
And,
the
transmission
cost
–
the
amount
of
money
you
pay
to
get
this
reach
–
is
$0.
Now,
compare
that
with
traditional
media.
Even
the
Super
Bowl,
the
most
watched
program
2
years
running,
only
reached
111
million
viewers
in
2011,
according
to
the
Huffington
Post.
And
the
cost
of
a
single
ad
airing
on
the
Super
Bowl
was
over
$3
million
for
30
seconds,
which
doesn’t
include
the
production
costs
for
the
commercial,
which
can
be
another
million
or
more.
While
spreading
your
message
across
social
platforms
may
be
free
and
creating
a
presence
on
these
social
platforms
is
very
inexpensive,
doing
“good”
social
media
requires
other
resources.
You
have
to
create
content,
share
that
content
effectively,
and
encourage
linked
consumers

14. to
share
your
content.
And,
whatever
you
do
in
social
media
has
to
be
done
consistently
and
regularly,
or
you
risk
turning
the
medium
against
you.
So,
you’ll
have
to
either
dedicate
some
time
for
an
employee
to
handle
your
social
media
or
add
it
to
the
already-­‐long
list
of
things
you
have
to
do.
How
much
time
will
it
take
to
do
“good”
social
media.
Well
large
companies
may
have
several
full-­‐time
employees
who
do
nothing
but
manage
their
social
media
platforms.
Richard
Branson
of
Virgin
Atlantic
employs
a
social
relations
team
combining
expertise
in
marketing,
advertising,
public
relations,
and
customer
service
to
manage
his
social
media
marketing
efforts1.
The
amount
firms
invest
in
social
media
marketing
varies
widely.
Most
small
businesses
spend
more
than
6
hours
a
week
managing
their
social
media
and
this
number
increases
as
the
firms
GAIN
experience9.
2.
TRACKABLE
Social
media
is
trackable.
While
it’s
still
difficult
to
directly
link
social
media
output
to
revenue,
social
media
marketing
efforts
generate
a
number
of
useful
metrics.
Set
things
up
right
and
you
can
tell
exactly
which
types
of
content
work
best
with
your
target
audience
and
calculate
ROI
pretty
accurately.
You
can
also
track:
 How
people
reach
your
website
and
what
they
do
on
your
site
14

15. Hausman
and
Associates
15
Hausman
Marketing
Letter
 Where
people
go
after
they
leave
your
site
 What
time
of
day
generates
the
most
click-­‐through
and/or
sharing
 Which
social
platform
performs
better
 How
social
media
engagement
indirectly
translates
into
ROI
for
your
firm.
Armed
with
this
knowledge,
a
marketing
strategist
can
more
easily
optimize
their
strategy
to
get
the
greatest
return.
You
can
also
do
A/B
testing
to
determine
which
offers
work
best,
which
copy
appeals
to
your
linked
users,
and
even
test
different
graphics
or
layout
performs
best.
We’ll
discuss
and
demonstrate
analytics
in
more
depth
in
Chapter
6.
3.
LOYALTY
Folks
confuse
loyalty
with
repeat
purchases.
Consumers
might
buy
your
stuff
over
again,
but
not
be
truly
loyal.
Loyal
consumers
not
only
buy
your
stuff,
but
resist
efforts
by
competitors
to
lure
them
away.
So,
when
your
competitor
offers
a
coupon
for
purchase,
other
consumers
might
switch,
but
loyal
consumers
stay
true
to
THEIR
brand.
Loyal
consumers
also
like
to
bask
in
the
light
of
their
brand
—
sharing
their
love
of
your
brand
with
their
friends.
Sharing
by
friends
is
a
major
motivator
driving
purchases.

16.
Organization
of
the
Remainder
of
the
Book
Armed
with
your
expanded
knowledge
of
social
media
marketing,
the
next
chapter
will
refresh
and
deepen
your
knowledge
of
traditional
marketing
concepts,
demonstrating
how
these
concepts
impact
the
success
of
your
social
media
marketing
efforts.
Chapter
3
delves
more
into
consumer
behavior
that
underpins
online
behavior
and
helps
you
understand
how
users
make
buying
decisions
on
social
networks.
The
next
7
chapters
expand
on
the
most
popular
post
from
Hausman
Marketing
Letter
–
the
top
7
skills
you’ll
need
to
make
your
social
media
marketing
successful.
Chapter
4
discusses
how
to
organize
for
social
media
marketing
success
listing
tools
and
strategies
necessary.
Chapter
5
shows
why
social
media
marketing
takes
time.
The
chapter
includes
pert
charts
demonstrating
the
pathways
to
success,
a
checklist
of
daily
and
weekly
activities
necessary,
and
sources
of
help
in
getting
these
tasks
done.
Chapter
6
discusses
metrics
and
how
to
use
them
to
guide
decision-­‐making.
Online
sentiment
is
the
topic
of
Chapter
7,
including
the
topics
of
listening
and
coding
sentiment,
maintaining
your
online
reputation,
and
crisis
management.
Chapter
8
covers
the
important
aspects
of
creating
valuable
content.
Finally,
Chapter
9
discusses
how
16

17. Hausman
and
Associates
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Hausman
Marketing
Letter
sharing
works
across
some
of
the
major
social
networks
and
how
to
make
sure
your
message
shows
up.
Chapter
10
tries
to
bring
everything
together
–
showing
how
to
integrate
your
social
media
marketing
across
platforms
and
how
to
integrate
online
marketing
with
mobile
and
offline
marketing.
Finally,
Chapter
11
discusses
some
paid
advertising
options
and
how
to
use
them
to
support
your
earned
advertising
strategy.
Chapters
10
and
11
also
include
case
studies
of
successful
social
media
strategies
and
how
your
business
can
duplicate
these
strategies.
Sometimes,
I’m
challenged
at
a
speaking
event
or
client
pitch
by
notions
that
social
media
marketing
only
works
for
certain
types
of
firms
or
in
certain
areas.
That’s
not
true
and
I
hope
to
show
you
this
in
my
case
studies.
Connect
with
us
to
get
updates
on
the
book
: