Get social

PRAISE FOR GET SOCIAL

‘In this meticulously and extremely well-written book, Michelle covers the most

important and hitherto totally forgotten part of digital transformation – getting

real buy-in and understanding from the C-suite. As a modern business handbook,

it covers exactly what even the most technophobic executive needs in order to

become a true digital leader. I’ll be sure to give a copy of this to all my clients!’

David Taylor, Founder, DNAsix®, author and digital management consultant

‘I have my finger on the pulse of social media. Nonetheless, I’ve learned so

much from this book. Everyone who wants to be anyone on social media

needs to read it.’ Gordon Beattie, Chairman, Beattie, The Integrated

Communications Agency

‘Get Social is the first book I’ve seen that’s targeted at the C-suite executive. It

shares research, stats and facts and then focuses on the practicalities of “getting

social”, covering frameworks for strategy for both personal and organizational

strategy, content and methodologies. I’ve got over eighty thousand followers on

my social networks, but I’ve learned so much here about how to position myself

as a better leader. It’s a no-nonsense gem of a book.’ Grant Pierrus, Founder,

Interior Style Hunter, and Managing Director of Pierrus Ltd

‘I’ve invited Michelle to speak to a number of leaders around the topic of social

media over the past few years. In Get Social, she brings together both her insightful

hands-on learning and knowledge of the wider landscape. The book covers an

introduction to the landscape, why it matters to leaders and business – as well as

practical strategy and tactics via her 90-day programme. It’s a very conversational

read. In my view, Get Social is an absolute must for all leaders looking to

understand where we are with social and how they can get involved, if they

choose to do so.’ Claire Debney, legal strategy consultant and executive coach

‘This is an outstanding book that covers all the basics for CEOs of companies

wanting to lead their organizations on social media. This book tells you

want you need to know about the different platforms in terms of audience

and effective techniques. It has a very useful chapter to help you consider

what content to organize and how to tie in your messages with your overall

i

business objectives. The author underlines the fact that content isn’t about

SEO and keywords, so much as about the CEO being authentic and sharing

what’s important to them and their organization. I really found this book to

be very informative and helpful, especially for CEOs wanting to improve their

social media engagement and use it as a marketing tool. I found it useful how

a chapter at the end brings everything together to help you put together an

implementation plan over 90 days. This book is 100 per cent recommended.’

Shireen Smith LLM, Founder, Azrights, and author of Legally Branded

‘Are you a CEO or Business Leader? We live in social times and it’s time to get

Social. Michelle’s book takes you through why and how to get on and master social

media. Providing both a strategy and a 90-day plan, it will certainly get you started

on your social media journey. Your only risk, of course, is not being there.’ Tim

Hughes, Co-Founder, Digital Leadership Associates, and author of Social Selling

‘A compelling business strategy book for leaders on social media. How refreshing.

A valuable resource packed with rich data, smart frameworks and sound logic. In

the world of social media, business leaders don’t need to be technically proficient

to be a powerful influence but they do need to be uniquely informed. Michelle

Carvill helps leaders unlock their untapped source of competitive advantage and

how to best communicate it to employees, customers and shareholders.’ John

Dodds, Senior Member, The Sharp End LLC

‘Having worked with Michelle, it’s clear to see that Get Social brings her practical

approach to its pages. For those leaders and business owners struggling to get

to grips with how they show up on social media, this book provides the perfect

step-by-step solution.’ Michelle Alcock, Managing Director, Teknos

‘I have shared and recommended Michelle’s previous books with a number of

my clients and contacts; given the depth of content, there really is no other need

for them to read anything else on the subject. I was therefore excited to read Get

Social, and I wasn’t disappointed. With its practical 90-day planning aspect

and focus on personal branding for leaders, thought leadership and effective

communication, it provides a trusted go-to resource for any leader. My proof

copy is already well thumbed!’ Alison Relf, Director, Taylor Alden

‘This is a great read on a vast subject that affects us all both personally and in

our business lives. As well as the layout, what I like about this book is the fact

that it accepts “we are all in some way using social media” and focuses more

on “how we get more from social media”. The strategic approach of Get Social

ii

really makes you think about the future of social media and its impact on your

business and personal life, especially with the 90-day strategy plan. Get Social

highlights the point that social media isn’t something that you can just dip in

and out of but more that one must now make it part of one’s business planning.

I was shocked to read that social media users are still increasing at a rate of

1 million people per day. This only adds to the importance of strategy – I have

said that all people need a VIMS (Valued Individual Marketing Strategy) to ensure

they get the best and what they want from social media, as it is a powerful tool

that can either work for you or against you.

A really interesting book that all business leaders, marketing individuals and

strategic planners should take the time to read – after all, as the book explains,

content is key!’ Steve Preston, Managing Director, Heat Recruitment

‘Michelle has written a very practical guide for business leaders to get the most

out of using social platforms which will benefit both them and their companies.

A jargon-free step-by-step approach suitable for the novice and social superstar.

Read this book, and be prepared to get started – immediately.’ Jasper Martens,

VP Marketing, PensionBee

‘Get Social shows how social media can create value in many ways across all

areas of an organization, debunking the idea that it is a “nice to have” or

exclusively for the marketing department. The book has a great balance between

the strategic rationale for leaders to invest in social media personally and within

their organization, and practical advice on how to most effectively use the

different platforms.’ Nathan Bray, Co-Founder and Chief Marketing Officer,

ConnectMyApps

‘Get Social is the perfect book for busy CEOs and business leaders who want to

use social media to deliver tangible results for their organizations. Whether you

want to build greater trust with your customers, increase employee engagement

or promote yourself as a thought leader, this book will give you the proven

strategies, tactics and time-saving shortcuts you need.

Punctuated with inspirational examples from some of the world’s most

successful social CEOs, and culminating in a practical step-by-step 90-day

implementation plan, this is a book that will prompt even the busiest or most

sceptical business leaders to embrace social media with confidence.

As a digital marketing consultant, there are very few people I would trust

to talk to my clients about social media. Michelle is one of them and this

book proves why.’ David Miles, CEO, The PPC Machine, digital marketing

consultant, trainer and author

iii

‘When it comes to social media, business leaders are great at talking the talk, but

few ever carry through. Michelle’s new book, Get Social, tackles this problem head

on with a detailed step-by-step process to follow. Her 90-day planning system

ensures your social media is effective and purposeful, not just a box-ticking

exercise. Best of all, she demonstrates first-hand how it’s done with interviews from

industry heavy hitters that include John Legere, CEO of T-Mobile, and Brian J Dunn,

former CEO of Best Buy.

If you’re looking to build a deeper relationship with your online audience,

this should be your first port of call.’ Danny Bermant, Founder and

Director, Inbox Express, and CIM trainer

‘My clients often ask me whether they should have a social media profile.

My response is to ask them whether they have explored the benefits and

implications for them and their organization? Nine out of ten times, their answer

is “no”. Get Social is for any senior executive still asking themselves (and others)

this question.’ Laura Hayes, leadership and business coach

‘Having worked with Michelle for a number of years, her latest book brings

together her learning, insights and knowledge. A must for all leaders interested

in getting to grips with social media and communicating effectively in this

modern age.’ Robert Harding, Founder, Robert Harding World Photography

‘This is a great book for any business leader considering how to establish or

enhance their social media presence, providing tangible and actionable advice

on how to do this. Most CEOs know they should be doing it, but often struggle

to think of authentic ways to engage with their customers. I think Michelle has

done a great job of articulating how to make this happen. Utilizing social media

effectively and building the personal brand of our CEO is something which is

high on our agenda at the moment, and should be for any forward-thinking

organization.’ Mark Finlay, M&A and Strategy Director, Moneypenny

‘Finally, a book that provides leaders with not just with the “why” but also the

“how” social media can generate ROI across all areas of the business – whilst

also equipping them with the tools and knowledge to personally take digital

transformation for their business to the next level.’ Claire Walker, Group

Digital Content Manager, global IT recruitment firm

iv

GET

SOCIAL

Social media strategy

and tactics for leaders

MICHELLE CARVILL

v

First published in Great Britain and the United States in 2018 by Kogan Page Limited

Apart from any fair dealing for the purposes of research or private study, or criticism or review, as

permitted under the Copyright, Designs and Patents Act 1988, this publication may only be repro￾duced, stored or transmitted, in any form or by any means, with the prior permission in writing

of the publishers, or in the case of reprographic reproduction in accordance with the terms and

licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent

to the publishers at the undermentioned addresses:

2nd Floor, 45 Gee Street c/o Martin P Hill Consulting 4737/23 Ansari Road

London 122 W 27th St, 10th Floor Daryaganj

EC1V 3RS New York, NY 10001 New Delhi 110002

United Kingdom USA India

www.koganpage.com

© Michelle Carvill, 2018

The right of Michelle Carvill to be identified as the author of this work has been asserted by her in

accordance with the Copyright, Designs and Patents Act 1988.

ISBN 978 0 7494 8255 8

E-ISBN 978 0 7494 8256 5

British Library Cataloguing-in-Publication Data

A CIP record for this book is available from the British Library.

Library of Congress Cataloging-in-Publication Data

Names: Carvill, Michelle, 1969- author.

Title: Get social : social media strategy and tactics for leaders / Michelle

Carvill.

Description: 1st Edition. | New York, NY : Kogan Page Ltd, [2018] | Includes

index.

Identifiers: LCCN 2018002908 (print) | LCCN 2018001711 (ebook) | ISBN

9780749482565 (ebook) | ISBN 9780749482558 (pbk.)

Subjects: LCSH: Online social networks in business. | Leadership.

Classification: LCC HM742 (print) | LCC HM742 .C3577 2018 (ebook) | DDC

302.30285–dc23

LC record available at https://lccn.loc.gov/2018002908

Typeset by Integra Software Services Pvt Ltd, Pondicherry

Print production managed by Jellyfish

Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY

References to websites (URLs) were accurate at the time of writing. Neither the author nor Kogan

Page is responsible for URLs that may have expired or changed since the manuscript was prepared.

Publisher’s note

Every possible effort has been made to ensure that the information contained in this book

is accurate at the time of going to press, and the publishers and authors cannot accept

responsibility for any errors or omissions, however caused. No responsibility for loss or

damage occasioned to any person acting, or refraining from action, as a result of the

material in this publication can be accepted by the editor, the publisher or the author.

vi

Contents

Acknowledgements xi

Introduction: Not sure if this book is for you? 1

01 Leading a business in a socially connected world 7

How digital is transforming business 9

Why does being social as a leader matter for you? 12

Fake social 13

Getting social really means getting social 15

Barometer, microphone and scout 16

The age of the co-creating, belief-driven all-important

customer 18

Reconnecting the disconnect 19

Belief-driven buyers 20

Beyond broadcast media 22

Seeing around corners 23

Leading from the front 24

Focus on the human experience 27

References 28

02 The social landscape 30

Navigating the social landscape 31

A world gone mobile 33

The changing face of communication 35

The age of the audience 36

A quick look at social channel demographics 39

Talking with versus talking at 43

Someone is listening… 45

Social media is part of the job 46

Straight from the top 48

References 51

vii

A01_CARVILL_K_2558_01_FM.indd 7 4/16/2018 8:58:02 PM

viii Contents

03 The leader’s social toolkit 53

How do you show up? 55

What could you be doing to influence what’s out there? 56

Social media outlets and what they can do for you 59

Twitter 60

LinkedIn 61

LinkedIn Pulse 62

Facebook 63

Instagram 64

Snapchat 65

Google+ 66

WhatsApp 67

YouTube 67

Social media channel ‘tips’ 68

To dashboard or not to dashboard – that is the question 76

Your digital brand 78

Stop calling it social media 80

References 82

04 Content 84

Everything is content 86

Beware the curse of knowledge 87

Know you, like you, trust you 88

Be brave, be bold, be true 89

Quality over quantity 93

Content rhythms that work for you 93

Understanding your ‘why’ assists with steering

your ‘what’ 96

Striking a balance 96

Fear of saying the wrong thing 99

Be yourself 101

Content planning 101

Food for thought on thought leadership 102

Developing your content plan 103

Strive to make content a habit 107

References 110

Contents ix

05 Your personal social media strategy 111

Nothing has changed, yet everything has changed 113

Changing habits, mindsets, belief systems and fears 114

Be objectively driven 114

Social media is not an island 115

Plan 118

Listen 126

Analyse 130

Engage 131

How to strike a work and personal balance 133

No man is an island 136

Social media training 137

Measure 138

Reference 142

06 The social business 143

How is social media organized across your organization? 145

Organizational social media – external facing 146

Organizational social media – internal facing 149

Bringing this back to you, the leader 154

Determining social media literacy 155

Strategic focus for you and your leadership team 156

How is social currently working in your C-suite? 158

To wrap up 159

References 160

07 90-day plan 162

Creating your 90-day personal social media strategy

and plan 162

What your 90-day programme covers 164

Accountability and progress check-ins 165

Let’s start 166

Weeks 1–3: Getting fit for purpose 168

Weeks 4–9: Getting social 173

Week 9 assessment: Getting fit for purpose checklist 181

Weeks 10–12: Getting results 181

Reference 183

x Contents

08 Learning from others 184

The CEOs and leaders interviewed 186

Summary of key findings 193

Reference 199

Afterword 201

Appendix: Interviews 203

Index 235

A01_CARVILL_K_2558_01_FM.indd 10 4/16/2018 8:58:02 PM

ACKNOWLEDGEMENTS

My sincere thanks and gratitude to:

The CEOs and leaders (John Legere, Caron Bradshaw, Kevin

Burrowes, Brian J Dunn, Shaa Wasmund, Steve Tappin, Kevin

Roberts, Gordon Beattie and Dr Sam Collins) who ‘get social’ and

very generously agreed for me to share their viewpoints. It has been a

pleasure chatting with them and their teams (albeit largely digitally).

Roland Deiser for support and allowing me to share his research

around leadership and social literacy.

Géraldine Collard, my commissioning editor, for patience and

steer. Get Social has far more ‘dots joined up’ thanks to her influence.

Friends and online tribes for constant encouragement and humour.

My two beautiful girls for their maturity and understanding, giving

me ‘guilt free’ weekends to write – and for cuddles and cups of tea

along the way.

And last, but certainly not least, huge gratitude and love to my

husband, Kevin, my understated rock, who lovingly kept all the

wheels spinning in my book-writing absence.

xi

xii

THIS PAGE IS INTENTIONALLY LEFT BLANK

Introduction

Not sure if this book is for you?

I often hear people referring to social media and the related channels

and tools as being ‘new’ and emerging – and how imperative it is

that businesses and people ‘catch up’. Adapt or die.

But actually, if we think about the pace of change over the past 20

years – in the context of our continuously advancing technological

climate – these channels, many of which emerged 10–15 years ago,

are actually really quite established.

I started experimenting with social media channels for business

purposes in late 2008, so by the time this book is published that will

be almost 10 years ago.

As a marketer, with a natural interest in customer experience,

complaining behaviour and service recovery, I regarded social media

platforms as channels that afforded everyone the opportunity to

engage directly in real conversations with brands and businesses.

From a service delivery perspective, channels that no brand or busi￾ness could hide away from, with automated phone queuing systems

or auto-responder communications.

Therefore, initially, I was less enamoured with the creative, fun,

entertaining and more marketing-led aspects of social media chan￾nels, and far more interested in the real-time, people-to-people

connection they enabled. In my viewpoint, in those early days, social

media channels provided an exciting platform that was no doubt

going to be the catalyst to revolutionizing service delivery levels,

ensuring brands were being accountable for their ‘brand promises’,

via first-hand, direct conversations with customers. Thus, raising the

level of transparency, authenticity and accountability.

1

2 Get Social

As the years have evolved, one such aspect of social media has

indeed been the improved ‘real world, real time’, authentic warts￾and-all customer service aspect. Those brands that have pledged

to ‘get social’ have often seen continued loyalty for having direct

conversations with consumers. Of course, for many, it has not all

been plain sailing and a lot of lessons have been learnt along the way.

Many can be found in the entertaining book, Great Brand Blunders

(2014) by Rob Gray.

A quick look at pretty much every supermarket’s social media

accounts will uncover that the majority have a ‘Twitter’ customer

support persona. This continues with airlines; rail services; major

retailers – Ikea, M&S, Amazon; service providers – UPS, Airbnb,

Xbox; long-standing brands – Coca-Cola, Nike; governments, politi￾cians, world leaders, the Pope – the list goes on and on. In fact, now

in 2018, if a brand, business or person of influence doesn’t have any

social media presence, it is deemed highly unusual.

Have we reached the ‘tipping point’ where social media activity is

now totally accepted as a valid strategic endeavour for brands and

businesses? I suspect we have.

Over the past 10 years, as a consultant training people and busi￾nesses in social media, and assisting businesses in understanding how

it fits into their strategic endeavours, I have personally witnessed a

significant shift in both perception and engagement.

As with all new channels, initially there was mighty scepticism. In

many cases, when marketing or communication team members who

were keen to integrate social media into their activities invited me in

to meet with chief executive officers (CEOs) and leaders to assist their

case, it was often more of an inquisition than a fact-finding mission.

Conversations focused around ‘convince me’, ‘prove to me’ and

‘show me the evidence’, coupled with a huge reluctance to open up

the doors and let the outside in. One of the most commonly asked

questions I received was: ‘What if someone says something awful

about us on social media?’ My retort was always the same: ‘What if

they already are, and you know nothing about it?’

Jump forward 10 years and here we are today: brands and busi￾nesses have adopted the channels and ‘being social’ is now business

as usual. Social media adoption is mainstream.