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Book Review: Social Nation

I recently had an opportunity to read Social Nation: How to harness the power of Social Media to attract customers, motivate employees & grow your business by Barry Libert. Heckuva title.

Libert is the the CEO at Mzinga, which is a company that connects other companies–and their customers–using social media to collaborate and communicate. Social media is, quite simply, using the internet to drive interactive communication. This includes Twitter, Facebook, and forums. Sometimes, it’s just discussion, sometimes, it’s sharing user-generated content.

Social Nation “will show you, as an employee, customer or partner, how to use new social technologies, make yourself heard, and produce better products and services.” It bills itself as a “complete toolbox” for social media. Does it match the hype? Let’s see.

The book is broken into three sections.

Part 1: The Future of Business is Social

Libert asserts that the future of business is social. That is obviously true, to a degree. A solid viral marketing campaign can drive more eyeball to a product than a full-page spread in the New York Time or a 30-second spot during Super Bowl halftime. However, there are a lot–possibly a majority–of business-to-business companies that will gain no value from a social media campaign. Would a regional supplier with an exclusive distributorship for a top-name line of faucets benefit from being on Twitter? No. On the other hand, 17% of our time online is spent on social applications and the fastest growing demographic on Facebook is 35 years old or older. There is certainly some value to be gained by have a social media presence in some markets.

This section(all of chapter 3!) also contains a link to a test to determine your social media skills. I haven’t taken the test, mainly because I don’t feel like registering for another site. This struck me as nothing more than lead generation, which is a shame. It could be a useful tool.

Part 2: Seven Principles for Building Your Social Nation

This section has seven chapters, containing 7 case studies that detail the 7 principle of social media, as defined by Libert and Mzinga.

The principles include:

Let the culture lead the way, as demonstrated by Zappos.com.
Involve your fans. The big takeaway from chapter 8 is that, when you create a community, your job is to facilitate involvement, not to control it. If you try to run it with an iron fist, it will choke and die.
Reward others and you will be rewarded. Apple lets developers keep 70% of the money they make in the app store. That encourages developers to develop, making everyone more money. Give. Karma will take care of the rest.
There are 4 other principles, but some are just common sense, and I don’t want to give away the contents of the book.

Part 3: Start Today and Create Your Own Social Nation

aka

Chapter 11: How to Get Started and 10 Pitfalls to Avoid

Section 3 has just one chapter, but it’s a good one. It explains the difference between followers and fans, the value of each and how to bond with each. The difference? Fans are actively involved. Followers are far more passive.

This section/chapter also goes into some things to avoid, like abandoning a social media strategy too early, failing to market your business, underestimating the power(positive and negative) of a social network.

Is it worth getting the book?

Social Nation bills itself as a complete social media toolbox, but it falls a bit short. The book tackles social media from a purely strategic point of view, ignoring the tactical concerns. It’s clearly geared toward helping a company plan its social media strategy from a 10,000 foot perch. For the people in the trenches, or anyone with a grasp of strategy that’s looking for the details on running a social media campaign, it’s not enough. That said, if you are trying to plan a social media strategy, or you have no idea where to start, this is a great book for you. It holds a lot of value, but stops some distance before “complete”. Definitely worth a read if you are involved is social media planning.

Giveaway

I’m giving away Social Nation. If you’d like to have a chance to get it, just leave a comment, telling me how you like to see companies use social media. Fair warning, this is the book I read, so it’s “used”. I take care of books, so you can’t tell that it’s used.

Publishers, Publicists, and Authors

If you have a book you’d like me to review, please contact me.

What motivates me financially?

Finance, Parenting

This post was originally written for a blog swap run by the Yakezie personal finance blog network to answer the question “What motivates you to be financially responsible?“

This may not be the most original motivation, but I am financially motivated by my family. Before I had kids, I didn’t care much about money or “stuff”. My goal was to sell everything I owned and backpack Europe. Yeah, it’s a bit cliché, but that’s the way it is. I was also considering trying to live out of saddlebags while touring the country 1000 CCs at a time.

Now, I’ve got so many other considerations. Four, to be exact. A wife and three kids certainly change your perspective. If it doesn’t, you’ve got flaws that I can’t help you with.

When my family started, it was a huge wake-up call. Suddenly, I had responsibilities (cue scary music). Overnight, I had things to care about that didn’t involve a party, or instant gratification, or, well, me. Merlin the Stork floated down, waved a wand and Poof! I was a grown-up. This may not sound like much of a shock, but my wife and I had baby #1 when we were 20. Adulthood was still pretty new to us, and suddenly we’re parents?

As a grown-up, with three precious little monsters dependent on me for absolutely everything, I had to start worrying about their security. This was more than just keeping them physically safe. I’ve had to manage their emotional health, their physical needs, and their entertainment. They rely on me (and my wife!) for everything. How could I live with myself if I couldn’t put food on the table and a roof over their heads? Winter boots? Clothes without holes? Visits to the doctor? Have you ever noticed how much kids cost, even without considering the Japanese fad games and Barbie dreamhouses? Having a kid is like cutting a hole in your wallet and holding it over a blender nestled comfortably in a roaring fire fueled by napalm.

Then, after I’ve got them clothed, fed, sheltered, and entertained, I have to teach them how to be real people. I’m of the opinion that children in their natural state are little more than wild animals. Generally cuter, but that’s about it. It’s a parent’s job to train that ravenous little beast into an acceptable, successful person. Part of that consists of teaching the little brats how to start paying for their own clothes, food, shelter, and entertainment, and how to manage that without becoming a drain on society. Productivity and success can be defined a thousand different ways, but none of them include letting other people pay your way or borrowing money you have no intention or means of repaying. Ultimately, being an adult–being a successful part of society–involves recognizing your responsibilities and living up to them.

Caring for, providing for, and teaching my children the things I know provides me with an irreplaceable opportunity to watch them grow and learn, while giving me a chance to steer that growth. It is, without a doubt, the best, most satisfying, and most difficult thing I have ever done. The pleasure I get from raising my kids reinforces my desire to become the best person I can be.

Really, I just want to be the guy my kids think I am.

Selling Your Car

Finance

: English: Jalopy car in Joshua Tree National Park in Hidden Valley Campground (Photo credit: Wikipedia)

When it’s time to replace your car, most people focus on the new car, instead of the old, but that is ignoring real money. Your old car–unless it has disintegrated–still has value. Sometimes, it’s just time to ask yourself, “When should I sell my car?”

When you’re looking to sell your car (like with We Will Buy Your Car), you generally have several options:

Tow & crush. If your car has been wrecked, doesn’t run, or is just old and beat up, you may be stuck with calling a junkyard and accepting $50 for them to pick up your car and crush it for scrap.
Trade it in. This is probably the least hassle, but–other than #1–doesn’t pay well. Dealerships are willing to pay something under what they will get at a wholesale auction, which is quite a bit less than the blue book value.
Sell it yourself. Now you’re thinking, “He’s going to buy my car! Oh, bother.” It can be a pain, but it’s also the best way to get a decent price for your wheels.

When you sell your car, there are a few things to keep in mind, much like when you sell something on Craigslist.

Don’t be alone. There are bad people in the world, but they don’t like witnesses. Bad things are much less likely to happen if you have company.
Know your price. Specifically, know three price: your dream price, the price that would make you happy, and the absolute lowest price you are willing to accept. Make sure you figure these numbers out ahead of time. Know what you are comfortable with before it comes time to close the deal.
Check IDs. The buyer is going to want to test-drive your car. That’s fine, but you want to make sure you know who is driving off in your car. “Officer, Sumdood took my car. He was wearing jeans.” That won’t get your car back.
Clean it up. Get the car detailed before you show it to a potential buyer. A sparkling-clean car will almost always bring in a few hundred extra dollars. It’s well worth the expense.

Following this plan should make the sale go as smoothly as possible and bring you the most possible money.

Readers, what have you done to dispose of an old car?

This is a sponsored post written to provide some insight into the world of used car retail.

Last week, my wife posted on Facebook that she was frustrated with her job hunt.

HUFU: The healthy human flesh alternative.

An hour later, she got a call from someone she hadn’t talked to in 10 years. He wanted to talk about a great business opportunity. He wouldn’t say what it was, but wanted to bring a friend over to discuss it.

Fast forward to last night.

The night my wife agreed to meet with the old friend.

The meeting we forgot about.

So we invited our friend and his friends into the house. We sat down at the dining room table to hear the pitch. Our friend is just getting started so his “friend” delivered the pitch.

While I was waiting for him to explain the business, he was showing us pictures of he and his wife traveling around the country.

Instead of explaining the product, he asked about our most expensive dreams.

Instead of telling us how the marketing worked, he mentioned something about utilizing the internet–and i-Commerce–and talked about changing our buying habits.

Instead of showing us a product, he talked about driving volume and building a team.

There was nothing concrete, but a lot was said to ride on the dreams of people who are frustrated with their income or are living paycheck-to-paycheck.

More than an hour into the presentation, it was revealed that the “product” is a buying portal to allow people to buy Amway products from your personal Amway store.

Freaking Amway.

How do they find your personal Amway store, you ask? I don’t know, because you are supposed to be your own best customer. You make money by buying the products you use anyway, but buy them from Amway. For example, there’s the $10 toothbrush, the $16 baby wipes, or the $38 toilet paper.

For six frickin’ rolls.

Seriously, this stuff is meant to touch my butt once. I don’t need it made from pressed gold.

As for the visual…you’re welcome!

So I sell a kidney to buy enough toilet paper to keep my nether bits clean for a month and I get one point for every $3 I spend. I figure that’s about 50 points per month, given the foot traffic our bathrooms see.

If I hit 100(I think, he didn’t leave the paperwork) points, I get 6%(again, I wasn’t taking notes) back at the end of the next month. For the sake of the math, I’m going to double the number of butts in my house. 100 points means I need to spend $300. That’s 47 rolls of toilet paper. In exchange for this $300–and on top of gold-embroidered silk I now get to flush down the toilet–I’ll earn $18.

I know exactly how much toilet paper I buy right now. Amazon sends me a 48 roll package every other month for $31.42, shipped.

To simplify, Amway is offering me the ability to spend $300 to get $18 plus $31.42 worth of toilet paper. I’m supposed to end my financial worries by turning $300 into $50 every month.

Yay!

[Note to self: Demolish Amway’s business model by starting a company that will let people turn $200 into $50, without the nasty overhead of stocking overpriced crap. A 33% increase in efficiency will make me rich!]

But wait, say the imaginary Amway proponents that I hope aren’t frequenting my site, you’re forgetting the most important part!

Oh really?

There’s also a thing called a “segmented marketing team”. To the rest of the multi-level marketing world, this is known as your downline. If you can con your family and friends into turning their $300 into $50 every month, then help them con their family and friends into turning $300 into $50 every month, you’ll get rich! Amway has apparently figured out a way to share a small fraction of their 600% markup with their victims to make them feel like it’s a business opportunity instead of a robbery.

If I get 9 people in my “business team” and each of them build out their team, I get the coveted title of “Platinum Master” or whatever. All I have to do is sell the souls of 72 people and I can make a ton of money! If each member of my downline turns $300 into $50, Amway will get $18,000. In exchange for delivering those souls, the “average” Platinum Ninja makes about $4500 per month. That’s about $12,000–free and clear–for Amway.

When your business model consists entirely of your sales force doing all of the buying and consuming, it’s not a business model, it’s cannibalism.

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