Get Social: Social Media Strategy and Tactics for Leaders

256 Pages·2018·1.61 MB·English

by  Michelle Carvill

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PRAISE FOR GET SOCIAL
‘In this meticulously and extremely well-written book, Michelle covers the most
important and hitherto totally forgotten part of digital transformation – getting
real buy-in and understanding from the C-suite. As a modern business handbook,
it covers exactly what even the most technophobic executive needs in order to
become a true digital leader. I’ll be sure to give a copy of this to all my clients!’
David Taylor, Founder, DNAsix®, author and digital management consultant
‘I have my finger on the pulse of social media. Nonetheless, I’ve learned so
much from this book. Everyone who wants to be anyone on social media
needs to read it.’ Gordon Beattie, Chairman, Beattie, The Integrated
Communications Agency
‘Get Social is the first book I’ve seen that’s targeted at the C-suite executive. It
shares research, stats and facts and then focuses on the practicalities of “getting
social”, covering frameworks for strategy for both personal and organizational
strategy, content and methodologies. I’ve got over eighty thousand followers on
my social networks, but I’ve learned so much here about how to position myself
as a better leader. It’s a no-nonsense gem of a book.’ Grant Pierrus, Founder,
Interior Style Hunter, and Managing Director of Pierrus Ltd
‘I’ve invited Michelle to speak to a number of leaders around the topic of social
media over the past few years. In Get Social, she brings together both her insightful
hands-on learning and knowledge of the wider landscape. The book covers an
introduction to the landscape, why it matters to leaders and business – as well as
practical strategy and tactics via her 90-day programme. It’s a very conversational
read. In my view, Get Social is an absolute must for all leaders looking to
understand where we are with social and how they can get involved, if they
choose to do so.’ Claire Debney, legal strategy consultant and executive coach
‘This is an outstanding book that covers all the basics for CEOs of companies
wanting to lead their organizations on social media. This book tells you
want you need to know about the different platforms in terms of audience
and effective techniques. It has a very useful chapter to help you consider
what content to organize and how to tie in your messages with your overall
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business objectives. The author underlines the fact that content isn’t about
SEO and keywords, so much as about the CEO being authentic and sharing
what’s important to them and their organization. I really found this book to
be very informative and helpful, especially for CEOs wanting to improve their
social media engagement and use it as a marketing tool. I found it useful how
a chapter at the end brings everything together to help you put together an
implementation plan over 90 days. This book is 100 per cent recommended.’
Shireen Smith LLM, Founder, Azrights, and author of Legally Branded
‘Are you a CEO or Business Leader? We live in social times and it’s time to get
Social. Michelle’s book takes you through why and how to get on and master social
media. Providing both a strategy and a 90-day plan, it will certainly get you started
on your social media journey. Your only risk, of course, is not being there.’ Tim
Hughes, Co-Founder, Digital Leadership Associates, and author of Social Selling
‘A compelling business strategy book for leaders on social media. How refreshing.
A valuable resource packed with rich data, smart frameworks and sound logic. In
the world of social media, business leaders don’t need to be technically proficient
to be a powerful influence but they do need to be uniquely informed. Michelle
Carvill helps leaders unlock their untapped source of competitive advantage and
how to best communicate it to employees, customers and shareholders.’ John
Dodds, Senior Member, The Sharp End LLC
‘Having worked with Michelle, it’s clear to see that Get Social brings her practical
approach to its pages. For those leaders and business owners struggling to get
to grips with how they show up on social media, this book provides the perfect
step-by-step solution.’ Michelle Alcock, Managing Director, Teknos
‘I have shared and recommended Michelle’s previous books with a number of
my clients and contacts; given the depth of content, there really is no other need
for them to read anything else on the subject. I was therefore excited to read Get
Social, and I wasn’t disappointed. With its practical 90-day planning aspect
and focus on personal branding for leaders, thought leadership and effective
communication, it provides a trusted go-to resource for any leader. My proof
copy is already well thumbed!’ Alison Relf, Director, Taylor Alden
‘This is a great read on a vast subject that affects us all both personally and in
our business lives. As well as the layout, what I like about this book is the fact
that it accepts “we are all in some way using social media” and focuses more
on “how we get more from social media”. The strategic approach of Get Social
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really makes you think about the future of social media and its impact on your
business and personal life, especially with the 90-day strategy plan. Get Social
highlights the point that social media isn’t something that you can just dip in
and out of but more that one must now make it part of one’s business planning.
I was shocked to read that social media users are still increasing at a rate of
1 million people per day. This only adds to the importance of strategy – I have
said that all people need a VIMS (Valued Individual Marketing Strategy) to ensure
they get the best and what they want from social media, as it is a powerful tool
that can either work for you or against you.
A really interesting book that all business leaders, marketing individuals and
strategic planners should take the time to read – after all, as the book explains,
content is key!’ Steve Preston, Managing Director, Heat Recruitment
‘Michelle has written a very practical guide for business leaders to get the most
out of using social platforms which will benefit both them and their companies.
A jargon-free step-by-step approach suitable for the novice and social superstar.
Read this book, and be prepared to get started – immediately.’ Jasper Martens,
VP Marketing, PensionBee
‘Get Social shows how social media can create value in many ways across all
areas of an organization, debunking the idea that it is a “nice to have” or
exclusively for the marketing department. The book has a great balance between
the strategic rationale for leaders to invest in social media personally and within
their organization, and practical advice on how to most effectively use the
different platforms.’ Nathan Bray, Co-Founder and Chief Marketing Officer,
ConnectMyApps
‘Get Social is the perfect book for busy CEOs and business leaders who want to
use social media to deliver tangible results for their organizations. Whether you
want to build greater trust with your customers, increase employee engagement
or promote yourself as a thought leader, this book will give you the proven
strategies, tactics and time-saving shortcuts you need.
Punctuated with inspirational examples from some of the world’s most
successful social CEOs, and culminating in a practical step-by-step 90-day
implementation plan, this is a book that will prompt even the busiest or most
sceptical business leaders to embrace social media with confidence.
As a digital marketing consultant, there are very few people I would trust
to talk to my clients about social media. Michelle is one of them and this
book proves why.’ David Miles, CEO, The PPC Machine, digital marketing
consultant, trainer and author
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‘When it comes to social media, business leaders are great at talking the talk, but
few ever carry through. Michelle’s new book, Get Social, tackles this problem head
on with a detailed step-by-step process to follow. Her 90-day planning system
ensures your social media is effective and purposeful, not just a box-ticking
exercise. Best of all, she demonstrates first-hand how it’s done with interviews from
industry heavy hitters that include John Legere, CEO of T-Mobile, and Brian J Dunn,
former CEO of Best Buy.
If you’re looking to build a deeper relationship with your online audience,
this should be your first port of call.’ Danny Bermant, Founder and
Director, Inbox Express, and CIM trainer
‘My clients often ask me whether they should have a social media profile.
My response is to ask them whether they have explored the benefits and
implications for them and their organization? Nine out of ten times, their answer
is “no”. Get Social is for any senior executive still asking themselves (and others)
this question.’ Laura Hayes, leadership and business coach
‘Having worked with Michelle for a number of years, her latest book brings
together her learning, insights and knowledge. A must for all leaders interested
in getting to grips with social media and communicating effectively in this
modern age.’ Robert Harding, Founder, Robert Harding World Photography
‘This is a great book for any business leader considering how to establish or
enhance their social media presence, providing tangible and actionable advice
on how to do this. Most CEOs know they should be doing it, but often struggle
to think of authentic ways to engage with their customers. I think Michelle has
done a great job of articulating how to make this happen. Utilizing social media
effectively and building the personal brand of our CEO is something which is
high on our agenda at the moment, and should be for any forward-thinking
organization.’ Mark Finlay, M&A and Strategy Director, Moneypenny
‘Finally, a book that provides leaders with not just with the “why” but also the
“how” social media can generate ROI across all areas of the business – whilst
also equipping them with the tools and knowledge to personally take digital
transformation for their business to the next level.’ Claire Walker, Group
Digital Content Manager, global IT recruitment firm
v
GET
S O C I A L
Social media strategy
and tactics for leaders
MICHELLE CARVILL
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Publisher’s note
Every possible effort has been made to ensure that the information contained in this book
is accurate at the time of going to press, and the publishers and authors cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss or
damage occasioned to any person acting, or refraining from action, as a result of the
material in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2018 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as
permitted under the Copyright, Designs and Patents Act 1988, this publication may only be repro-
duced, stored or transmitted, in any form or by any means, with the prior permission in writing
of the publishers, or in the case of reprographic reproduction in accordance with the terms and
licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent
to the publishers at the undermentioned addresses:
2nd Floor, 45 Gee Street c/o Martin P Hill Consulting 4737/23 Ansari Road
London 122 W 27th St, 10th Floor Daryaganj
EC1V 3RS New York, NY 10001 New Delhi 110002
United Kingdom USA India
www.koganpage.com
© Michelle Carvill, 2018
The right of Michelle Carvill to be identified as the author of this work has been asserted by her in
accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 8255 8
E-ISBN 978 0 7494 8256 5
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Names: Carvill, Michelle, 1969- author.
Title: Get social : social media strategy and tactics for leaders / Michelle
Carvill.
Description: 1st Edition. | New York, NY : Kogan Page Ltd, [2018] | Includes
index.
Identifiers: LCCN 2018002908 (print) | LCCN 2018001711 (ebook) | ISBN
9780749482565 (ebook) | ISBN 9780749482558 (pbk.)
Subjects: LCSH: Online social networks in business. | Leadership.
Classification: LCC HM742 (print) | LCC HM742 .C3577 2018 (ebook) | DDC
302.30285–dc23
LC record available at https://lccn.loc.gov/2018002908
Typeset by Integra Software Services Pvt Ltd, Pondicherry
Print production managed by Jellyfish
Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY
References to websites (URLs) were accurate at the time of writing. Neither the author nor Kogan
Page is responsible for URLs that may have expired or changed since the manuscript was prepared.
vii
CoNTeNTs
Acknowledgements xi
introduction: Not sure if this book is for you? 1
01 Leading a business in a socially connected world 7
How digital is transforming business 9
Why does being social as a leader matter for you? 12
Fake social 13
Getting social really means getting social 15
Barometer, microphone and scout 16
The age of the co-creating, belief-driven all-important
customer 18
Reconnecting the disconnect 19
Belief-driven buyers 20
Beyond broadcast media 22
Seeing around corners 23
Leading from the front 24
Focus on the human experience 27
References 28
02 The social landscape 30
Navigating the social landscape 31
A world gone mobile 33
The changing face of communication 35
The age of the audience 36
A quick look at social channel demographics 39
Talking with versus talking at 43
Someone is listening… 45
Social media is part of the job 46
Straight from the top 48
References 51
A01_CARVILL_K_2558_01_FM.indd 7 4/16/2018 8:58:02 PM
viii Contents
03 The leader’s social toolkit 53
How do you show up? 55
What could you be doing to influence what’s out there? 56
Social media outlets and what they can do for you 59
Twitter 60
LinkedIn 61
LinkedIn Pulse 62
Facebook 63
Instagram 64
Snapchat 65
Google+ 66
WhatsApp 67
YouTube 67
Social media channel ‘tips’ 68
To dashboard or not to dashboard – that is the question 76
Your digital brand 78
Stop calling it social media 80
References 82
04 Content 84
Everything is content 86
Beware the curse of knowledge 87
Know you, like you, trust you 88
Be brave, be bold, be true 89
Quality over quantity 93
Content rhythms that work for you 93
Understanding your ‘why’ assists with steering
your ‘what’ 96
Striking a balance 96
Fear of saying the wrong thing 99
Be yourself 101
Content planning 101
Food for thought on thought leadership 102
Developing your content plan 103
Strive to make content a habit 107
References 110
Contents ix
05 Your personal social media strategy 111
Nothing has changed, yet everything has changed 113
Changing habits, mindsets, belief systems and fears 114
Be objectively driven 114
Social media is not an island 115
Plan 118
Listen 126
Analyse 130
Engage 131
How to strike a work and personal balance 133
No man is an island 136
Social media training 137
Measure 138
Reference 142
06 The social business 143
How is social media organized across your organization? 145
Organizational social media – external facing 146
Organizational social media – internal facing 149
Bringing this back to you, the leader 154
Determining social media literacy 155
Strategic focus for you and your leadership team 156
How is social currently working in your C-suite? 158
To wrap up 159
References 160
07 90-day plan 162
Creating your 90-day personal social media strategy
and plan 162
What your 90-day programme covers 164
Accountability and progress check-ins 165
Let’s start 166
Weeks 1–3: Getting fit for purpose 168
Weeks 4–9: Getting social 173
Week 9 assessment: Getting fit for purpose checklist 181
Weeks 10–12: Getting results 181
Reference 183