The Art of Social Media
Power Tips for Power Users
Categories
Business, Nonfiction, Self Help, Communication, Technology, Reference, Audiobook, Entrepreneurship, Social, Social Media
Content Type
Book
Binding
Hardcover
Year
2014
Publisher
Portfolio
Language
English
ISBN13
9781591848073
File Download
PDF | EPUB
The Art of Social Media Plot Summary
Introduction
In today's hyperconnected world, social media has transformed from a simple communication tool into a powerful platform for personal branding, business growth, and meaningful connection. Yet many professionals find themselves overwhelmed by the constant changes, conflicting advice, and seemingly endless content demands across multiple platforms. The difference between those who merely exist on social media and those who truly thrive often comes down to understanding the art and science behind effective digital engagement. What if you could cut through the noise and transform your social media presence from an obligation into an opportunity? The strategies and insights shared in these pages will help you move beyond basic posting to creating a purposeful digital footprint that resonates with your audience. Rather than chasing trends or measuring success by vanity metrics alone, you'll discover how to build authentic relationships, provide genuine value, and develop a distinctive voice that stands out in an increasingly crowded digital landscape.
Chapter 1: Optimize Your Profile for Maximum Impact
Your social media profile serves as your digital first impression. In a world where people make snap judgments within seconds, optimizing your profile isn't just helpful—it's essential. Think of your profile as a digital handshake; it needs to convey who you are, what you do, and why people should care—all within about five seconds of viewing. Guy Kawasaki, former chief evangelist of Apple, learned this lesson when revamping his social media presence. Initially, he used a professional but distant corporate headshot and minimal bio information. After analyzing engagement patterns, he switched to a friendlier, more approachable avatar showing his face clearly and crafted a concise mantra: "I empower people." This simple change dramatically increased his profile visits and follow-through rates because it communicated authenticity and purpose in seconds. The transformation wasn't just cosmetic. By focusing his profile elements on what matters to visitors rather than listing accomplishments, Guy created an invitation to connect rather than a resume to review. He also standardized his avatar across all platforms, making his brand instantly recognizable whether someone encountered him on Twitter, LinkedIn, or Google+. To optimize your own profile, start with a clear, professional photo that shows your face—not your pet, logo, or favorite vacation spot. Next, craft a concise mantra or tagline that explains your purpose in 2-4 words. For example, Nike might use "authentic athletic performance" while FedEx could claim "peace of mind." This clarity helps people understand your value immediately. Remember to complete every section of your profile thoroughly and consistently across platforms. This includes your bio, contact information, and relevant links. The goal isn't to overwhelm with information but to provide enough context that visitors quickly understand who you are and why they should connect with you. Finally, secure a vanity URL when possible—it makes your profile more professional and easier to share.
Chapter 2: Feed the Content Monster with Compelling Material
The greatest challenge of maintaining an effective social media presence is consistently finding quality content to share. This insatiable need for fresh material is what social media professionals call "feeding the Content Monster"—and it requires both strategy and systems to satisfy it without burning out. Peg Fitzpatrick, a renowned social media strategist, faced this challenge when managing multiple brand accounts. Rather than creating everything from scratch, she developed a curation system combining automated discovery tools with human judgment. She set up an Alltop aggregation of relevant industry blogs, created Google Alerts for key topics, and maintained a running list of shareable content in Tumblr. This systematic approach allowed her to quickly identify and distribute high-quality content that resonated with her audience while maintaining a consistent posting schedule. The results spoke for themselves. By implementing this curation system, Peg was able to increase content sharing from 2-3 posts per week to 8-10 quality posts daily. Engagement metrics climbed as she shared a diverse mix of created and curated content, and her followers appreciated the consistent value she provided even when she wasn't creating original material. To build your own content curation system, start by identifying reliable sources that consistently produce relevant, high-quality material. These might include industry publications, thought leaders, research institutions, or complementary businesses. Then create a mechanism for capturing content ideas when you encounter them—whether that's a dedicated Tumblr blog, an Evernote folder, or a collaborative Pinterest board. Don't limit yourself to narrowly defined industry content. The most engaging social media accounts share material that's interesting and valuable to their audience, not just promotional materials about their products or services. Follow the NPR model: provide great content consistently, and you earn the right to occasionally promote yourself. Remember that content curation isn't just sharing links—it's adding your perspective and context to help your audience understand why this information matters to them. Even a sentence or two explaining why you found an article valuable transforms simple sharing into meaningful curation.
Chapter 3: Perfect Your Posts for Engagement
Creating the perfect social media post is both an art and a science. While content quality forms the foundation, how you structure and present that content dramatically impacts whether people will notice, engage with, and ultimately share what you've posted. When Guy Kawasaki experimented with different posting formats on Google+, he discovered something surprising. His conventional posts with text-only introductions received moderate engagement, but when he began including large, eye-catching images with every post, engagement rates increased by 94%. He further refined his approach by keeping introductory text concise (2-3 sentences), adding relevant hashtags (but never more than three), and using compelling titles that promised specific value—"How to Rock," "Quick Guide," or "Essential Steps to." The transformation in his engagement metrics was dramatic. Posts that followed this optimized format consistently outperformed traditional approaches, sometimes generating 5-8 times more reshares and comments. By systematically testing variables like posting frequency, timing, and visual elements, Guy developed a repeatable formula for creating posts that would reliably capture attention in crowded social feeds. To perfect your own posts, begin by embracing visual content. Every post—literally every single one—should include an eye-catching image, graphic, or video. Tools like Canva make creating custom graphics simple, even for non-designers. Next, focus on brevity and organization. Keep your text concise, use bullet points for longer content, and ensure your most important information appears first. The timing and frequency of your posts also matter significantly. While conventional wisdom might suggest posting sparingly to avoid annoying followers, Guy's experiments revealed that higher posting volumes (3-20 different posts daily) actually increased overall engagement as long as the content quality remained high. This approach recognizes that most followers only see a fraction of what you share, so posting more frequently increases your chances of being seen. Finally, don't underestimate the power of distribution tools. Using services like Buffer, Hootsuite, or Sprout Social to schedule and distribute your posts isn't cheating—it's what smart professionals do to maintain consistency while optimizing for peak engagement times.
Chapter 4: Respond to Comments Strategically
The conversation that happens after you post can be more valuable than the post itself. How you respond to comments—both positive and negative—shapes perceptions of your brand and determines whether casual followers become loyal advocates or silent deserters. When Motorola launched their Moto X phone in South America, they faced a barrage of comments across multiple platforms. Peg Fitzpatrick, who managed their social media strategy, implemented a systematic approach to engagement. Rather than treating all comments equally, she prioritized substantive questions, acknowledged positive feedback with personalized responses, and addressed criticism with facts rather than emotion. Most importantly, she recognized that her responses weren't just for the original commenter but for the entire audience watching the exchange. This strategic approach transformed potentially challenging situations into opportunities for connection. When one commenter criticized the phone's battery life, Peg acknowledged the concern, provided context about industry standards, and shared specific tips to maximize battery performance. Other users noticed this helpful, non-defensive response and actually defended the brand in subsequent comments. To develop your own comment response strategy, start by using the right tools to monitor mentions across platforms. Services like Hootsuite, Sprout Social, or even platform-specific search functions help ensure you don't miss important conversations. When responding, always consider the total audience—not just the person who left the comment. Assume good intentions until proven otherwise. Text-based communication lacks tone and nuance, making it easy to misinterpret criticism as an attack. Before responding defensively, ask clarifying questions or look for context that might explain the comment's intent. When faced with genuine criticism, stay positive and professional—the high road always wins in the long run. For persistent negative commenters or trolls, follow the "three rounds" rule: allow yourself to engage in three exchanges, then gracefully exit the conversation. If someone is clearly trolling or spamming, don't hesitate to delete, block, or report as appropriate. Your social media presence is your digital home, and you have every right to establish boundaries for acceptable behavior.
Chapter 5: Integrate Social Media with Blogging
The relationship between blogging and social media has evolved from competition to powerful collaboration. When strategically integrated, your blog provides depth and substance while social media extends reach and facilitates conversation—creating a symbiotic relationship that amplifies both. Peg Fitzpatrick revolutionized her digital presence by developing what Guy Kawasaki now calls "pegging your post"—a systematic approach to content integration. For each blog post, she created multiple custom graphics in different dimensions optimized for each platform. She then shared these across her social channels with platform-specific messaging: longer, more detailed descriptions for Google+; concise, question-based introductions for Facebook; and multiple scheduled tweets highlighting different aspects of the same content. Each social share included both a link to the original blog post and strategically placed calls-to-action. The results were remarkable. Blog traffic increased by 320%, social sharing rates climbed significantly, and most importantly, the average time visitors spent engaging with her content more than doubled. By treating each platform as a unique environment rather than simply cross-posting identical content everywhere, Peg created multiple entry points to her ideas that respected how people use different networks. To integrate your own blogging and social media efforts, start by making sharing frictionless. Add prominent social sharing buttons to your blog posts, preferably with counters that show how many times content has been shared as social proof. Consider adding ClickToTweet links within your posts to make sharing specific quotes or statistics effortless. Don't just promote your blog on social media—bring social elements back to your blog as well. Embed your most engaging social posts directly in relevant blog articles, creating a richer experience and providing easy ways for readers to connect with you on different platforms. Enable social login to reduce registration friction and build your community more quickly. Remember that different platforms excel at different types of content sharing. Pinterest posts have remarkable longevity, often driving traffic months after publication. LinkedIn helps establish thought leadership with professional audiences. Twitter excels at news and timely updates. By understanding each platform's strengths, you can create a content ecosystem where each element reinforces the others.
Chapter 6: Analyze and Adapt Your Strategy
The most effective social media practitioners are perpetual students, constantly measuring results, testing assumptions, and refining their approach based on actual performance rather than conventional wisdom or past success. When Guy Kawasaki managed Canva's social media strategy, he maintained what appeared to be contradictory practices—scheduling an extremely high volume of tweets while posting less frequently on Facebook and LinkedIn. Critics suggested he should standardize his approach across platforms, but his data told a different story. By tracking click-through rates, engagement metrics, and conversion data, he discovered that Twitter's rapid content flow supported higher posting frequency without diminishing returns, while Facebook's algorithm made multiple daily posts less effective. His adaptive approach extended beyond posting frequency. When analytics revealed that tweets containing images generated 94% more engagement, he immediately adjusted his strategy to include visuals with virtually every tweet. When data showed that repeating the same tweet four times at different hours yielded 5.8 times more clicks than posting it once, he implemented this practice despite criticism from social media purists. To develop your own analytical approach, start by establishing clear metrics that align with your goals. Vanity metrics like follower counts matter less than engagement rates, click-throughs, or conversions. Use platform-specific analytics tools like Facebook Insights, Twitter Analytics, or LinkedIn Dashboard to understand how different content types perform with your specific audience. Don't assume that general best practices apply to your situation. If conventional wisdom suggests posting on Facebook weekends works best, test this assumption with your audience. Your followers may have different habits depending on their demographics, interests, or relationship with your brand. Tools like Tweriod, SocialBro, and LikeAlyzer can help identify optimal posting times for your specific followers. Perhaps most importantly, maintain what Guy calls an "always be curious" (ABC) mindset. The moment you become certain about what works is precisely when you should question your assumptions most vigorously. Social platforms constantly change their algorithms, user behaviors evolve, and what worked last month may not work next month. By embracing continuous experimentation and adaptation, you'll stay ahead of these changes rather than being surprised by them.
Summary
Throughout this journey into social media mastery, we've explored the essential elements that transform a basic digital presence into a powerful platform for connection, influence, and growth. From optimizing your profile to make unforgettable first impressions to systematically analyzing and adapting your strategy, each component builds upon the others to create a cohesive and effective approach. As Guy Kawasaki emphasizes, "If you're not pissing someone off on social media, you're not using it right"—a reminder that authentic engagement means taking stands that matter rather than trying to please everyone. The path forward is clear: start by implementing one strategy from each chapter rather than attempting everything at once. Perhaps begin with refreshing your profile and setting up a content curation system, then gradually incorporate more advanced techniques as these become habitual. Remember that social media success isn't measured by follower counts or vanity metrics, but by meaningful engagement and real-world results. Your digital presence is a marathon, not a sprint—and with consistent application of these principles, you'll not just participate in the social media conversation, but lead it.
Best Quote
“The man who does not read good books has no advantage over the man who can’t read them. MARK TWAIN” ― Guy Kawasaki, The Art of Social Media: Power Tips for Power Users
Review Summary
Strengths: The book is described as being packed with useful information and is likened to a master class in social media. The arrangement by Guy Kawasaki and Peg Fitzpatrick, along with the inclusion of hyperlinks for deeper exploration, is appreciated. The power tips are noted as easy to follow and insightful. Weaknesses: The review highlights a significant issue with the Netgalley version lacking clickable links, which hindered the reader's experience. The content is also described as overwhelming for social media novices. Overall Sentiment: Enthusiastic Key Takeaway: The book emphasizes the importance of using graphics and photos in social media posts to capture attention, and it serves as a comprehensive reference guide for enhancing social media marketing skills.
About Author
Guy Kawasaki
I was born in Honolulu, Hawaii in 1954. My family lived in a tough part of Honolulu called Kalihi Valley. We weren’t rich, but I never felt poor-because my mother and father made many sacrifices for my sister and me. My mother was a housewife, and my father was a fireman, real estate broker, state senator, and government official during his long, distinguished career.I attended Iolani School where I graduated in 1972. Iolani is not as well known as its rival, Punahou because no presidents of the U. S. went there, but I got a fantastic and formative education there. (Punahou is “USC,” and Iolani is “Stanford”—but I digress.) I pay special tribute to Harold Keables, my AP English teacher.He taught me that the key to writing is editing. No one in the universe would be more shocked that I have written ten books (or one book ten times) than Harold Keables.After Iolani, I matriculated to Stanford; I graduated in 1976 with a major in psychology—which was the easiest major I could find. I loved Stanford. I sometimes wish I could go back in time to my undergraduate days “on the farm.”After Stanford, I attended the law school at U.C. Davis because, like all Asian-American parents, my folks wanted me to be a “doctor, lawyer, or dentist.” I only lasted one week because I couldn’t deal with the law school teachers telling me that I was crap and that they were going to remake me.The following year I entered the MBA program at UCLA. I liked this curriculum much better. While there, I worked for a fine-jewelry manufacturer called Nova Stylings; hence, my first real job was literally counting diamonds. From Nova, its CEO Marty Gruber, and my Jewish colleagues in the jewelry business, I learned how to sell, and this skill was vital to my entire career.I remained at Nova for a few years until the the Apple II removed the scales from my eyes. Then I went to work for an educational software company called EduWare Services. However, Peachtree Software acquired the company and wanted me to move to Atlanta. “I don’t think so.” I can’t live in a city where people call sushi “bait.”Luckily, my Stanford roommate, Mike Boich, got me a job at Apple; for giving me my chance at Apple, I owe Mike a great debt. When I saw what a Macintosh could do, the clouds parted and the angels started singing. For four years I evangelized Macintosh to software and hardware developers and led the charge against world-wide domination by IBM. I also met my wife Beth at Apple during this timeframe—Apple has been very good to me.Around 1987, my job at Apple was done. Macintosh had plenty of software by then, so I left to start a Macintosh database company called ACIUS. It published a product called 4th Dimension. To this day, 4th Dimension remains a great database.I ran ACIUS for two years and then left to pursue my bliss of writing, speaking, and consulting. I’ve written for Macuser, Macworld, and Forbes. I call these the “Wonder Years” as in “I wonder how I came to deserve such a good life.”In 1989, I started another software company called Fog City Software with three of the best co-founders in the world: Will Mayall, Kathryn Henkens, and Jud Spencer. We created an email product called Emailer which we sold to Claris and then a list server product called LetterRip.In 1995 I returned to Apple as an Apple fellow. At the time, according to the pundits, Apple was supposed to die. (Apple should have died about ten times in the past twenty years according to the pundits.) My job on this tour of duty was to maintain and rejuvenate the Macintosh cult.A couple years later, I left Apple to start an angel investor matchmaking service called Garage.com with Craig Johnson of Venture Law Group and Rich Karlgaard of Forbes. Version 2.0 of Garage.com was an investment bank for helping entrepreneurs raise money from venture capitalists. Today, version 3.0 of Garage.com is called Garage Technology Ven
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The Art of Social Media
by Guy Kawasaki
Table of Contents
The Art of Social Media
By Guy Kawasaki
