Do you want more followers on Instagram or do you want to be "known"? If you're ready to make this transition to be "known," then Mark Schaefer's "Known: The Manual to Build and Release Your Personal Brand in the Digital Age" will provide the framework you need, whether you're a YouTuber or a small company, which will take you there.
KNOWN: The Manual to Build and Release Your Personal Brand in the Digital Age does not address the topics you expect from a social media marketing book. It is not a matter of getting "one million subscribers on YouTube" or "reaching a verified status on Twitter in a month". It is something deeper. It's about leveraging your brand to make a lasting impact. It's about developing a competitive advantage and making your brand work harder so you do not have to. Author Mark Schaefer, a marketing consultant and keynote speaker, tells businesses (and everyday people) how to harness this power to make waves and attract attention.
What is known?
From the beginning, KNOWN clearly shows that the influence is not the same as fame. Understanding the difference can be a little difficult. In this era of social media, no matter who has the potential to be famous. Fame is something everyone wants, but not many people actually have it. The influence, however, is something that everyone can have, but not everyone wants.
Why? Celebrity is sexier.
Fame is also extremely competitive and brief. It takes more and more energy to reach a wide audience.
The influence works in the opposite direction. Became "known", Schaefer shares his book, requires less energy. The focus is on creating value for a specific audience. But for small businesses, this approach also comes with an integrated competitive advantage. It is extremely useful when you are applying for a job, looking for clients or increasing your online presence.
On the other hand, the influence of the building, compared to "being famous", requires a lot more continuous work. With celebrity, all you need is an attractive "thing" and a wide audience. Becoming "known" requires the 3 C's:
- Commitment to a long-term vision,
- Coherent content,
- A specific profession that offers value.
In fact, Schaefer's advice goes against what might be considered important when one "becomes famous on YouTube" or "becomes viral". This also goes against the philosophy "if you build it, they will come" popularized by the film "Field of Dreams" and unfortunately adopted by some in the business community. But according to KNOWN whoever seeks to develop the influence must find a unique value that he can provide to a specific audience (a "space" as the book calls it) and communicate it in a coherent way. KNOWN helps readers define their "space" of influence and develop a strategy to make this "space" something bigger than we expected.
Schaefer works in the marketing industry from almost every possible angle you can think of. He is a marketing strategy consultant, keynote speaker, teacher, trainer, entrepreneur, executive director at Schaefer Marketing Solutions and startup advisor, and co-host of The Marketing Companion podcast. In addition to all of the above, Schaefer holds seven patents, a former student of Peter Drucker, and the author of a bestseller on Twitter.
What was the best known?
Schaefer KNOWN stands out as a book for businesses and individuals who are tired of counseling "get more followers" and want to see the big picture. KNOWN provides this larger image. As Schaefer points out, the goal of an online presence should not be to continue to look for the "viral" ingredient. The goal is to build an online presence that speaks to an audience ready to interact. To develop this presence begins with certain principles. KNOWN explores these principles and provides examples of everyday individuals who use them to build a brand.
What could have been done differently?
Schaefer's book is an excellent guide to moving from brand visibility to the influence of the brand. This is a key step that most other social media books miss, but influence is something companies desperately need (even if they do not know it!). The focus of the book, however, is centered on the initial phase of this critical transition. This opens the possibilities. It is up to readers to understand how to turn the possibilities of the book into realities after following the first steps of the book.
Why read known?
KNOWN is a must read for any individual, group or company seeking to build an influential brand. The book looks at the subject of influence much more broadly than other social media marketing titles. It eliminates some of the imprecision of the concept of influence and proposes a series of concrete strategies for building a brand from scratch. KNOWN features real people who have found an interest (even if they had to train from scratch) .and followed the principles of the book to flourish. This makes it an ideal book to accompany another book on Small Business Trends, The Power of Broke by Daymond John. John's book shows you how to take advantage of the resources around you to start a business. Schaefer's book focuses on transforming this company into an influential brand.