If you missed the webinar, or don’t have time to catch it on-demand, here’s a summary outlining Kawasaki’s 10 tips:
1. Start yesterday
Brands and individuals should start building their social media audience the moment they decide they’re going to sell something. You can’t successfully promote a new product, service or book if you don’t have a loyal audience to share it with.
2. Segment your social media networks
Approach each social media network audience in a different way. Kawasaki offers his “5 P’s of social media” to explain how to use networks appropriately:
Another note: Google, Twitter and Facebook should encompass content that is 70 percent informational and 30 percent “bling” (photos and videos). The opposite is true for Instagram and Pinterest.
If you’re sharing one piece of content throughout all networks, Kawasaki advises customizing the message and mixing up the timing of posts so you’re not sending out the same message all at once.
3. Make a great profile
As Kawasaki puts it, social media is a “hot-or-not” world: people are going to figure out whether or not they like you within 3 or 4 seconds, and it all depends on your profile. In this case, it’s not about being good-looking, but having high-quality photos that are presentable and likeable.The cover photo should tell a story about you, while your avatar should be a clear, up-close photo.
4. Curate and link
Every post should include a link, according to Kawasaki. When possible, try to include the original source of the link or give them credit.If you have a social media profile, you have to become a curator. This is part of the value you provide on social media: curate and sort the Internet gold from the junk, and share it with your audience.
Content is more likely to be shared if the topic is already popular. Use Google+’s “What’s Hot” tab and Twitter trends to find relevant subjects that you can include in your content.
6. Restrain yourself
Social media evolves around the sharing of information, not promotions. Remember Kawasaki’s 5 percent rule: for every 20 social media posts sent, include only one promotional post.
7. Add bling
Most PR and marketers know that people are more likely to share and engage with visual content. Kawasaki’s tips: pictures on Google+ and Facebook should be at least 400 to 500 pixels wide. If you’re not using your own photo, he recommends searching through the Wikimedia Commons for free, legally-usable media files.
Social media is a two-way world; you can’t focus on pushing content. Your audience is watching how you react to their responses, even if the response has nothing to do with your comment or question.
9. Stay positive or stay silent
Even if you’ve had a bad experience at a restaurant or don’t agree with someone’s blog post, don’t be negative on social media. Two reasons:
- An employee at the restaurant could be having personal issues or just a bad day.
- There’s no upside.
Bad behavior on social media destroys professionalism and credibility. Engage in a negative post only if it mentions your brand.
10. Re-posting content is OK
Contrary to most social media advice, Kawasaki insists it’s OK to re-post the same content. His rationale: what are the odds that all members of your target audience are present at the precise moment that you post something? Kawasaki’s Twitter strategy is to post content four times, eight hours apart — and he receives four times the amount of clicks by doing so.
All brands and individuals should create a social media strategy that works best for them. But it doesn’t hurt to take tips from an influencer with over 7 million followers across all his social media networks.
Kawasaki’s rule of thumb: don’t take anything as gospel in social media. Also, “Never trust a social media expert that has fewer followers than you.”