I am enrolled in a public relations social media class that uses The Social Media Bible by Lon Safko as our main textbook. It lives up to its name; it is an 800 page comprehensive book that goes into detail of the why behind social media and how to utilize social media platforms. Even though social media is constantly evolving, this book is a great resource for any public relations professional because the thought process behind the medium does not often change even when the platforms do.
Last week, our class had the unique opportunity to hear from the author Lon Safko, the author of The Social Media Bible, via Skype Even though we encountered some initial technical glitches, it was so incredible to be able to hear concepts we had been reading about come to life. Safko shared with us three ways to “win” in social media strategy.
I win because I listen.
First, Safko said that you win, when you listen. People are talking via social media you even if your organization is not online. Listening to their conversation and responding appropriating can build your brand’s trust and awareness incredibly.
I win because I have Google Juice.
Secondly, Safko says having Google Juice makes you a winner. Google Juice is essentially how easily you or your organization can be found via Google search. Safko explained that Google indexes blogs as most valuable right now because the natural of blogs is to be updated on a regular basis. Therefore, if an organization blog, it often improves their search engine optimization, or SEO. Also, he said it drives traffic to your website because Google gives preference to sites that have outside sites linking back to them.
He also said to our class that we are “the first generation for creating our own brands.” That is a heavy thought!
I win because I fuse social media into existing tactics.
Lastly, Safko said that the next trend in social media is integration. He previewed his new book FUSE!, which will delve into these strategies more. He emphasize social media is just a new way to communicate, like I mentioned in my previous post. The organizations that will succeed are the ones who truly understand this and are not afraid to put their Twitter handle on a brochure or business card.
It was an incredible to hear Safko’s written wit come to life and hear some of his concepts in his book explained by the author himself. My favorite quote he said was about MySpace saying it “attracted teenagers like a raccoon to a trashcan.” He is currently working on the third edition of The Social Media Bible, which should be available sometime in the spring.