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Mastering Story, Community and Influence: How to Use Social Media to Become a Socialeader

Book Description

Your digital presence tells the story of who you are... so what should you be saying?

In a world overflowing with the noise of Facebook updates, tweets, blog posts, Pinterest pins and YouTube video responses, it's difficult to connect with the people who matter most to your business and your career.

Mastering Story, Community and Influence explains the art of social media storytelling, showing you how to turn your offline expertise into the sort of online thought-leadership that cuts through the noise and attracts larger, more important communities.

Whether you're new to social media or racing to keep up with every new platform, social media storyteller extraordinaire, Jay Oatway, reveals the underlying mechanics and best practices behind becoming a serious online influencer.

Mastering Story, Community and Influence will help you become an authoritative presence online and build both the reputation and community you need for your future success in the Social Media Era.

Table of Contents

  1. Cover
  2. ENDORSEMENTS
  3. Title page
  4. Copyright page
  5. DEDICATION
  6. INTRODUCTION
    1. Social Currency, Social Capital and Social Credit in a Nutshell
    2. The Take Away Express
  7. Part One: STORY: TELL IT WELL
    1. 1. WHY WE MUST SHARE
      1. You Know How to Share Gossip
      2. Sharing Stories Creates Bonds
      3. What is Social Currency?
      4. How We Lost Our Way and Have to Find it Again
      5. Take Away Express #1
    2. 2. A BETTER STORY OF YOU
      1. Accept it: You Are Now an Authority
      2. Turning Your Personal Accounts Professional
      3. Not Told All at Once, but Gradually through Choices
      4. No One Quite Like You in Your Master Narrative
      5. The Currency of Your Story
      6. Counterfeit Social Currency
      7. Photos, Music and Video as Social Currency
      8. Currency Conversion
      9. To Maintain a Secret Identity or Not
      10. Take Away Express #2
    3. 3. SOCIAL MEDIA IS LIKE A COCKTAIL PARTY
      1. Monitor More than Your Brand
      2. Listening for Opportunities
      3. Don’t Overestimate Your Intimacy
      4. Take Away Express #3
    4. 4. ON WITH THE SHOW
      1. E = mc2 – Everyone is Now a Media Company
      2. What Matters at Work?
      3. What Matters To You?
      4. Overcoming Stage Fright
      5. No One Can Do This for You and You Can’t Be Automated
      6. Take Away Express #4
    5. 5. WHOSE STORY IS IT?
      1. Using Social Media at Work
      2. He Who Controls the Account, Controls the Story
      3. Help Yourself while Helping the Business
      4. Only the Passionate Enthral
      5. Reputational Risk: The Door Swings Both Ways
      6. Take Away Express #5
    6. 6. HOW TO NEVER RUN OUT OF INTERESTING THINGS TO TALK ABOUT
      1. Work Smart: Combine Your Read and Write Time
      2. Distilling the Master Narrative
      3. Build on Other Awesome Curators
      4. Groom the Stable
      5. Don’t Get too Hung up on ‘Signal’, Make Some ‘Noise’ too
      6. Take Away Express #6
    7. 7. DON’T JUST TELL. PERFORM!
      1. Live from New York, it’s Saturday Night
      2. One Take Makes Great Currency
      3. Feedback: Crowd Accelerated Learning
      4. Take Away Express #7
  8. Part Two: COMMUNITY: WOWING YOUR AUDIENCE
    1. 8. FINDING YOUR COMMUNITY
      1. Where to Start Looking
      2. What to Do When You Find Community
      3. Use Non-Content Social Currency to Build Bridges
      4. Bring New People into the Fold
      5. Own Your Database
      6. Take Away Express #8
    2. 9. MAKE YOUR ‘STORY’ FEEL MORE LIKE SERVICE
      1. Building ‘Social Capital’
      2. Pro-Action is Better than Re-Action
      3. Great Service is Always a Great Story
      4. Take Away Express #9
    3. 10. FRIEND RELATIONSHIP MANAGEMENT
      1. The Quantity Fallacy
      2. How Much Community Could a ‘Community Manager’ Manage if a ‘Community Manager’ Could Manage Communities?
      3. Finding Community Influencers
      4. Courting Royals
      5. Take Away Express #10
    4. 11. FRIENDS IN NEED
      1. Breeding Loyalty
      2. Social Capital in Times of Crisis
      3. What Needs a Response (or How to Kill a Troll)
      4. A Cautionary Tale
      5. Take Away Express #11
    5. 12. DON’T BE A SOCIAL MEDIA SNOB
      1. One Click Away from a Superfan
      2. Celebrate the Little Guy
      3. Give Your Quiet Fans Something to Do
      4. Take Away Express #12
    6. 13. TAKE IT OUTSIDE
      1. Boots on the Ground
      2. Checking in
      3. Take Away Express #13
  9. Part Three: INFLUENCE: PULLING BACK THE CURTAIN
    1. 14. WHAT IS INFLUENCE?
      1. The Six Weapons of Influence
      2. OIS: Your Social Credit Score
      3. Dunbar Portfolios
      4. Social Capital vs Social Credit
      5. What Colour is Your Whuffie?
      6. Playing to the Crowd
      7. Internet Fame May be Less Influential than We Think
      8. Take Away Express #14
    2. 15. IT’S TRUE: SIZE DOES MATTER
      1. Social Proof
      2. How to Make Lots More Friends
      3. 10 Ways to Leverage Your Social Proof
      4. Five More Extreme Ways to Get even More Exposure
      5. Make Every Space Count
      6. Take Away Express #15
    3. 16. SOLVING THE UNDERPANTS PROBLEM
      1. Use Influence to Convert Lots of Little Guys
      2. Use Influence to Partner with Big Guys
      3. Future-Proof Yourself
      4. Take Away Express #16
    4. 17. ALL ABOARD THE SOCIAL TRAIN
  10. REFERENCES
  11. ABOUT JAY OATWAY
  12. Index