This document summarizes and discusses key points from "The Social Media Bible" by Lon Safko. It defines social media as technological tools that enable human connections. Businesses should engage across 15 categories of social media to build relationships with customers. Statistics on popular platforms like Twitter, Pinterest and Facebook are provided. Success stories from Google AdWords and Southwest Airlines illustrate how measuring ROI is important. Five key steps for social media success are analyzed: assess current media, engage the "social media trinity", integrate strategies, proactively resource efforts, and continuously measure results.

1. Elaboration and discussion of:
The Social Media Bible: Tactics, Tools and Strategies For
Business Success by Lon Safko
Social Media for Business
DeAnna Slone
BUS413
April 20, 2013

2. Discussion Points
DeAnna Slone
BUS413
April 20, 2013
Social Media Defined
References
New Paradigm: Word of Mouth at the Speed of Light
ROI of Social Media
15 Categories of Social Media
Statistics of Social Media
Five Key Steps to Social Media Success
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6
5
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3. •Definition
Social: Instinctual human needs to connect
-Need to be around and included in groups
Media: Something that enables the connection
-Today, represented by technological tools
•Social Media is the Tool
Multi-purpose relationship builder
- Marketing
- Customer service
- Corporate message no longer controlled
• Consumers value product opinion from social
friends above what the business say
Social Media
Defined
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BUS413
April 20, 2013 3

4. Social Media Categories (15)
 Real-time technological tools are available at everyone’s fingertips. Opinions and
infromation is distributed in a blink of an eye.
 The authors and audience are extremely diverse: public and even internal (employees).
 A business should be a part of every category.
Friends, Family
Busines to
Business
Business to
Consumer
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BUS413
April 20, 2013 4

5. Word of mouth at the
speed of light
New Paradigm:
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BUS413
April 20, 2013 5
•One bad comment to millions in less than a second
Requires businesses to actively monitor
Mitigation should follow same path
•Business: adopt a real-time philosophy
24/7 proactive staff around the world

6. Three most popular
Social Media Statistics
Tw
itter
Pinterest
Facebook
Users 500m 10.4m 1B
Unique Visitors/mo 39m 12m 167m
Age
35-44 22.50% 27% 24%
25-34 24% 29% 18%
Avg Time Spent 36 min 77 min 12 min
Income
< 25k 15% 8% 10%
25-49k 42% 40% 32%
50-75k 10% 10% 12%
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BUS413
April 20, 2013 6

7. Success and Opportunity Examples
Return on Investment (ROI)
 Search Engine Marketing (SEM) via
Google AdWords
 Matches demographics on all users
and positions related advertising to
user profile
 Organic changes on the fly to manage
effectiveness in real-time
 Statistics and measurements provided
hourly the day after
 Google maintains integrity to their
customers to mitigate fraud
 Know your target audience, set goals,
and proactively measure
 Use Google Analytics to proactively
measure and adjust AdWords Strategy
Google AdWords
 Top sales and web site records in 38-
year history using Twitter
 Committed resources to the potential
 Management buy-in required
 48-hour fare sales on Twittter only (twice
in 3 months)
 Measurement and reporting essential –
especially for predicting what could
happen
 Success Factor: Organizational Change
Southwest Airlines
1 2
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BUS413
April 20, 2013 7

8. Five Key Steps to Social Media Success
Total is greater than that of the sum of the parts
Analyze your
existing
media
Must be a
part of the
social media
trinity
Integrate
strategies
Proactively
resource
Implement
and measure
and measure
again
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BUS413
April 20, 2013 8

9. n.a. (December 2012). Job Stock. Blog by Job Stock on
Social Media – Graphic by Quicksprout.
http://www.jobstock.com/blog/social-media-statistics-
2013/
Safko, L. (2010), “The Social Media Bible,” 2nd Edition.
Wiley Publishing.
References
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BUS413
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