The end of marketing humanizing your brand in the age of social media

Cover
Contents
About the Author
Acknowledgements
01 Marketing is dead
	Everyone is an influencer, and everyone is a competitor
	References
02 Stranded in a digital ocean
	Write this down: attention is the commodity, not followers
	Getting social media users to engage
	Be where your customers are
	Analyze what content works
	Less promotion, more interaction
	References
03 How to be savage AF—like Randy
	Be likeable but be a savage
	Finding your brand mentions
	Finding your brand mentions alongside competitor brands
	Finding your competition’s mentions in specific contexts
	Using industry mentions to find prospective customers
	Monitoring reviews of your brand
	Engaging with your competitors’ social media ads
	Strategies to change how your company is perceived on social media
	References
04 Don’t be mad at Facebook; you just suck at marketing
	Don’t hate Facebook—get better at marketing
	Understanding Facebook’s algorithm
	Types of content to avoid posting on Facebook
	How to growth hack your Facebook content
	Create content that converts
	Conducting an audit of your Facebook pages
	References
05 Swipe right: sales and marketing is no different from finding your match on Tinder
	The start of Snapchat
	Don’t overly rely on platforms
	Living in a Tinder world
	Carefully map out your story, aka “storyboarding”
	Write short one- or two-sentence captions
	Ask open-ended questions to maximize engagement
	Ditch stock photography and replace it with real-life user-generated moments
	Marketing is like dating
	Reference
06 Growth hacking your way to greatness
	Cheating isn’t winning
	Growth hacking
	Facebook Groups
	LinkedIn Groups
	Facebook Watch Party
	Native blogging
	How to frame content for maximum engagement
	Create Instagram and Twitter pods
	Automate engagement with bots
07 The celebrity effect: key lessons marketers need to learn from A-list celebrities
	Being genuine is key to creating content that connects
	Can brands create their own Shiggy challenges?
	Five key points for social mediasuccess
	Ten steps to telling the perfect story
	Reference
08 Transforming your advocates into the faces of your brand
	Why does employee advocacy really matter?
	Getting buy-in throughout the company
	Keys to successful employee advocacy program rollouts
	How to keep up momentum after launching
	How HR can turn employees into
advocates
	Why HR should get involved
	Key steps for HR
	References
09 Bringing it all together
	How to hack the Facebook algorithm
	Cracking the code on Instagram
	Turn customers and employees into advocates
	Have a strategy for each platform
	Tools to use
	FAQs
	Above all, be social
10 The power of personality and persuasion
	Meet “The 5Ps of Success”
	Add rich media content
	Update often and monitor
	Join LinkedIn Groups
	Find relevant groups
	Introduce and engage
	Create industry thought leadership
	Create video content
	Have a plan and be consistent
	You can’t post once a day and walk away
	Each channel requires its own strategy
	What to do in between posts
	Reference
11 Judgment day: the battle of AI versus humans
	Machine learning
	Predictive analytics
	Artificial intelligence
	The future is happening now
	Buying “fake” followers and “fake” engagement
	Following and unfollowing tactics
	Auto-like and auto-comment
	References
12 As social media evolves, marketers must evolve or die
	Evolve or die
	How to continue to engage new audiences
	Millennials and the C-suite
	The platforms
	Final thoughts
	The new marketing department
	Create your influencers
	Conversational marketing
	How to tell your story and gain organic reach on TikTok
	Tapping into the TikTok community
	Your hero’s journey
	Using text overlay
	Making your music count
	Following the trends
	Understanding the TikTok algorithms
	The story of Doggface
	The end of video marketing
	Conclusion
	References
13 Marketing in a post-pandemic society
	Lead with empathy
	Be open and honest
	Humanize your brand
	Personalize social media channels
	Finding new customers and sales opportunities
	Put in the work now to reap rewards over time
	References
Afterword
Index