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Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 1 explores the idea of a people-first approach to social media and how this might apply to various social networks. Companies need to reframe their understanding of social media. To start this process, consider your personal network: your advocates, cheerleaders, problem-solvers, casual observers, and those working against you. People on social media inhabit all these roles in relation to companies, but businesses focus on algorithms, "engagements," and inhuman communication rather than actual conversations, questions, and experiences. Everything posted on social media should be an opportunity for a new conversation. Facebook, LinkedIn, Twitter, Instagram, Pinterest, YouTube, and TikTok are all discussed, including their individual purposes and roles within a company and their potential benefits. Questions are offered to encourage marketers to consider how they can use these channels more effectively.

Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 2 begins by looking at demographics and psychographics. Demographics-such as gender, race, location, and marital status-are typically what people are defined by in marketing. Psychographics looks at a person's subjective qualities, including values, fears, stresses, and joys. A company's best customers will usually be similar in psychological characteristics. Customers and clients are often the sole focus of marketing; however, there are five other audiences companies should consider: employees, centers of influence, investors and donors, partners and suppliers, and competitors. Each of these audiences is explored, and tools for how to cater to them are offered. Prioritizing audiences is essential for effective marketing, and specific audiences will change over time.

Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 3 discusses how to find people from different audiences through social media. Employees should be a company's biggest fans; engage them when they are still applicants. Offering social media trainings to employees can be beneficial if a company has a clear social media policy. Customers often look at company websites first, so social media channels should be prominently shown there. When a customer is engaged with a company's social media channels, the company should promote the customer and their relationship. Typically, getting investors engaged on social media is easy, but they should be more involved with a company's social media strategy and practices. Leverage current business connections by creating social media content together. Guidelines are provided on finding new people outside of the already existing audiences: incorporate social media channels into marketing, sales, and customer service processes; take advantage of paid and promoted opportunities; and ensure ads are communicating in meaningful ways.

Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 4 explores the importance of listening on social media. Companies can practice active listening by participating in ongoing, meaningful conversations and responding to those who reach out to them. Timely customer service is important whether the conversation opener is positive or negative. Listening for interceptions involves setting up keyword monitoring to know whenever people are talking about a company online or to know what's being said about the competition. Surveys can also be useful, and social media can be used for focus group recruitment. Passive listening is a broader approach to observing behavior, and companies use it to determine sentiment and inform future content, strategies, and events. Data analysis can be used not only to target and deliver ads but also to truly understand people. Data analysts can help with combing through the overwhelming amount of data. Listening to influencers should be included in social media strategies. Listening to competitors is vital if a company is going to differentiate itself.

Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 5 discusses the common mistake of talking at people. Talking with people allows there to be a back-and-forth where both parties get to respond; it means having space for feedback, differing opinions, and questions. Powerful asks show that a company knows their community and what matters to them. Companies need to show interest in people's experiences rather than solely their own products. Examples are provided. To move social media teams from talking at people to talking with people, a culture of talking with people needs to be created within the company as a whole. Social media practitioners should meet with other departments and stakeholders to collaborate on how business success can grow through social media use. Tone is a key indicator of whether a company is talking at or with people; consistent tone builds trust. An exercise is given to identify a company's voice and tone.

Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 6 looks at the role influencers can play in a company's social media strategy. Benefits of influencer marketing include hard sales and increased awareness of a brand, which can be effective in starting conversations with particular audiences. Macroinfluencers are those with over 250,000 followers on one channel. Partnering with them can be expensive, and they don't necessarily produce a higher return on investment than influencers with smaller followings. Microinfluencers are more accessible to brands and their audiences. Partnering with nano-influencers can even be beneficial. Companies should partner with influencers who are already speaking to their audience. Guidelines are offered on how to vet potential influencer partners. When collaborating with an influencer, make sure to set expectations around content rights, voice and tone, workflow, and reporting, but leave room for creative freedom as well. Monitor activity once the campaign begins, and pay attention to quantitative and qualitative data when measuring impact.

Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 7 explores crises and how to deal with unhappy people. Crises can be internal, affiliate, or external. The type of crisis determines how much control a company has over it. When responding to crises, companies must always consider three audiences: employees, partners, and the public. When communicating with employees about a crisis, clarity is vital. Update employees and allow them to ask questions. Partners will want information and answers in order to continue supporting and collaborating with a company. Communicating with the public can be tricky. Sometimes it's best to communicate; sometimes it's best to be silent. Recommendations are offered for when and when not to communicate externally. When a crisis is of the company's own making, validate concerns and show action. There will always be external people who are upset; the key is to know when to walk away.

Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 8 discusses the importance of finding the right people for a social media team. The social media team is responsible for interacting with people on the company's behalf more than anyone else, so they need to truly understand who the company is. Communicators may be better to hire for a social media team than marketers. Training should support career trajectories; four typical career paths people take are strategy, management, operations, and business development. Training of each social media practitioner should be tailored to their desired career path. Examples are provided. Resiliency is an essential characteristic for any social media practitioner; social media is a high-pressure job, and burnout is frequent. Recommendations for how to build resiliency in social media practitioners are offered.

Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 9 offers a brief summary on measuring improvement. Social media practitioners tend to focus on data-driven analysis-brand impressions, reach, and frequency. However, they should also be informing the company about people. Each social media channel a company utilizes should be reviewed monthly to see how well it did in getting the company closer to people. Social media impact on people is the most important thing to measure and understand. Understanding how many people a company has reached and how many actual interactions they've shared will tell the company a lot about what social media means for them.