Insights from ‘The Zen of Social Media Marketing’ Guru Shama Hyder Kabani-a Review

 

front cover of the zen of social media marketingRight at the outset in the book’s introduction, Kabani points out the primary difficulty marketers have with social media. Their challenge is that they’re trying to apply traditional marketing rules to what essentially is a platform outside their control.

Therein, lies the most important lesson for companies struggling to understand social media marketing. The balance of power has shifted to consumers. By the time you become aware of your prospect, your prospect has already acquired massive amounts of information about you. Through search, social media, and recommendations from friends and colleagues, the consumer researches you and your company before you get a chance to say the first word.

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The #1 Blogging Mistake and How to Fix It

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It's easy to do. We're all so busy in "regular" times that when we hit "extraordinary" times, our too-full schedules quickly come unraveled.

I'm no different, which is why it's been since late May since my last blog post. I have perfectly good reasons. Most of us do. A family wedding, a funeral, a conference, travel, a summer cold and VOILA!! More than a month has passed without a blog post.

If I were one of my own clients, this is what I'd say:

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Why Company Blogs Are Important to Today’s Educational Publisher

First published March 27, 2008

As an educational publisher, your mission is to create engaging content to improve the learning of students in this country. You already create the products to do so – but in today’s busy world, traditional marketing methods often fail to attract attention from those who influence (and make) the buying decisions. 

Fortunately, there is a way to take advantage of new technology and social trends to build more interest in your product. You can add additional context and increased value through launching a corporate blog.

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Are you plugged in to your customers’ conversations?

First published June 19, 2008

Do you know where your customers and prospects are? Do you know where they congregate to gather and share information? Do you know that they may be talking about you whether you are there or not?

Online communities facilitate conversation between people of like minds. So what is the cyber equivalent of the back fence for educators? Where can K-12 publishers pick up on the current concerns of teachers and administrators?

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Review: Naked Conversations – How Blogs are Changing the Way Businesses Talk with Customers

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First published August 7, 2008

Co-written by technology evangelists Robert Scoble from Microsoft and Shel Israel, a Silicon Valley tech guru, this book is a primer for those interested in understanding how blogs are changing the conversation between producers and consumers.

Fundamentally, blogging interferes with traditional corporate communications in that it is no longer possible for a company to ‘control’ their message. The book shares many examples of how this happens and presents case studies of companies who have handled the change well and those who haven’t. And then there are those who have been standing on the sidelines waiting to see if blogging just goes away.

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The 3 Big Questions in Sales and Marketing

future exitFirst published July 28, 2008

In most small companies sales and marketing is the responsibility of the same person. Often the person in charge has been with the company for some time and what they know about sales and marketing has been learned on the job. Sales and marketing are joined at the hip. In fact your strategic sales plan should be an outgrowth of your strategic marketing plan. Although there are multiple marketing objectives such as investing in customer relationships, building community, establishing your company as content expert in your field, etc., the fundamental purpose of marketing is (drum roll, please) to create sales opportunities.

It is amazing to me how many companies operate without full understanding of the answers to the following questions. So what are the key questions that should be answered for successful sales and marketing to occur?

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