I’ve been accused of being down on social media. It’s true that I don’t use it much, but I do use it. I realize it’s a big deal and it’s not going to go away. I also know that many people who read me and connect with me use social media extensively to provide value to their readers and followers and it makes sense for me to make it easier to do so.
I also understand that social media (done right) isn’t about advertising or selling, it’s about networking. I may not let on that I get the difference, but I do. It is a great tool for finding and reaching out to people in your niche, many of whom you would never meet at in-person networking events.
Apparently, a lot of people don’t get or don’t like social media. So when I saw a new book that promises to reveal the truth about social media and how Luddites like me can use it to increase our bottom line, I grabbed a copy.
In Social Media Myths Busted: The Small Business Guide to Online Revenue, social media expert Laura Rubinstein reveals the truth about common social media myths such as “It takes too much time,” “It’s not relevant to me,” and “You have to be an extrovert to be successful”.
After this, I might read, Social Media is Bullshit.
Whatever your take on using social media in your practice, there’s something else to be learned from Rubinstein’s book. Two lessons, actually, that can be used in marketing even if you never use social media.
The first lesson is about how she wrote the book. Although she is an expert on social media, Rubinstein interviewed 30 business owners and social media experts and got their take on the subject. Those interviews are distilled into the book. She was able to cobble together a book imbued with the knowledge and credibility of the interviewees, no doubt making the book better and easier to write.
Interviews allow you to write a book or any kind of content more quickly and easily. If you interview subject matter experts, their knowledge and experience will add depth to your content. If they aren’t experts, clients for example, their stories can provide context and human interest.
There’s another lesson from crowd sourcing content the way Rubinstein did it, and it’s a big one.
The thirty people she interviewed are all named in the book. They not only get the author’s stamp of approval, they also get exposure to thousands of people who read her book. Do you think these thirty experts might proudly promote this book to their lists and through their social media channels?
You bet your ass they will.
Tens of thousands of people who are interested in social media will hear about this book and want to see what their favorite guru says about social media. Result: Rubinstein is selling a ton of books.
She’s killing it. Bringing in cash, traffic to her web site, and opening doors to new marketing opportunities.
You don’t have to write a book to accomplish this. Interview some experts and post it on your blog. Feature them and their wisdom and they will send traffic to your site.
Where do you find these experts? How about social media?
More ways to create content, build traffic and get more clients, with or without social media: Click here.
