The Social Media Marketing Blog: 06/01/2011

#ProBook is the brainchild of Joe Chernov and the team at Eloqua and JESS3 - a team I've had the privilege of working with previously on this site. They were responsible for The Social Media Playbook, the Blog Tree, and a little cartoon about hashtags. And yes, it can now be revealed that the avatar I've been using on Facebook was in fact tied to this project.

While the first ebook was focused on tools to help you master social media, this one is more personality-based. To be clear, I'm not saying that it's one of those insular, narcissistic, same-old-recycled-list-of-webutants kind of a book. But it uses people to convey broader messages - people with great experience actually doing the very kind of work they're writing about. Not just those providing thought leadership, but "do leadership," as the epilogue points out.

One of those people is Steve Rubel, the EVP of Global Strategy and Insights at Edelman Digital (and someone I've been following since my earliest days in this industry), who writes:

A few years ago at a 2007 Paley Center confab, Cisco executive Daniel Scheinman predicted that, in the future, content would find us through our social networks, rather than requiring us to seek it out.
Flash forward four years later and there’s no doubt he was right. Increasingly relevant information - whether it be from brands, the media or individuals - is finding us through our
social networks. However, with everyone and their mother creating content, standing out is becoming only more challenging.
Enter this guide. Eloqua and JESS3 have once again pulled together an allstar team to share their best practices in social media. However, talk is one thing. Action is another.
Thankfully, the the team proved it had the know-how to stand out in an age of too much content and not enough time...With this resource, it’s clear that you’re in good hands to navigate the challenges.

Some of the hands that Steve alludes to include:

Jesse Thomas of JESS3 looks at some of those famous social networks of yore in "Whatever Happened To...?"
Joe Chernov of Eloqua helps us understand "How to Organize Internally"
Brad Cohen of JESS3 takes us to the next level when he expounds upon "New Entrants"
Jeremiah Owyang of Altimeter brings his snappy visuals to the table with "Operational Models"
Ekaterina Walter and Bryan Rhoads of Intel team up to outline "8 Critical Elements of Scaling Your Social Media Strategy Globally"
Leslie Bradshaw of JESS3 gives us "Usage Guidelines"
Jeff Widman, founder of PageLever has all sorts of tips on "Writing for Facebook"
Chris Thompson of About Foursquare locates some "Practical Uses for Geo"
Joe and Leslie team up to talk about "Influencers"
Robin Richards of JESS3 sketches out some thoughts on "Infographics"
Sarah Evans of Sevans Strategy tells us "How PR People Should Approach Social Media"
David Armano of Edelman Digital asks "Do You Believe in Life After Likes? Measuring Social Business"
William Beutler of The Wikipedian gets down to the basics of "Wikipedia Fundamentals"
Leslie Poston of Magnitude Media lists "10 'Rules' of Social Advertising"

Just for fun, the book is interspersed with more personal interviews as you're invited to go on "A Day in the Life Of..."

Adam Singer of Lewis PR
Liz Phillips of Hewlett-Packard
Jamie Grenney of Salesforce.com
Frank Eliason of Citi
And yours truly :-)

Leslie Bradshaw wraps everything up nicely with an Epilogue that describes the inspiration for the project and those involved behind the scenes, before heading into a very comprehensive index that gives readers websites and Twitter handles of every entity mentioned in the book. Even better, you can follow all of those with this handy Twitter list. There's also a Flickr set with everyone's avatar, in case you'd like to see them a little more closely.

The book in layout form

As usual, Eloqua and JESS3 have published The Social Media ProBook under a Creative Commons license which allows you to redistribute, share or host it, provided that you don't change it in any way. They've made it available as a downloadable PDF; I've embedded it here as a Scribd document:

Social Media #ProBook

Please share this post and this book with anyone you think could use it. What was the most helpful part of the book to you?

Related link: Eloqua's Social ProBook

Labels: ebook, Eloqua

About Scott

For hi-res, click here

Ranked by Forbes as one of the top 10 influencers in social media, he has been called "an unstoppable force of nature," "the best corporate social media lead on the planet," and Alan Mulally, the CEO of Ford Motor Company, called him "a visionary."

At Ford, Scott heads up the social media function and holds the title Global Digital & Multimedia Communications Manager. He is a strategic advisor on all social media activities across the company, from blogger relations to marketing support, customer service to internal communications and more, as social media is being integrated into many facets of Ford business.

Prior to joining Ford, Scott served as Consigliere for crayon and spent a number of years with PJA Advertising + Marketing, a boutique BtoB agency specializing in health sciences & high tech.

In addition to his professional responsibilities, Scott is an active blogger and podcaster. He writes about the intersection of advertising, marketing and PR at The Social Media Marketing Blog and also writes The Baker Street Blog and cohosts I Hear of Sherlock Everywhere, two literary undertakings. Scott has been featured in hundreds of news and business publications in print and on the web, in nearly dozens of books, and on a variety of mainstream media, including NBC, NPR, CNN and The Wall Street Journal. Scott is a recognized thought leader in the social media industry and frequently speaks at industry events.

Scott received his Master's in Medical Science from Boston University's School of Medicine concurrently with his MBA from BU's Graduate School of Management. He lives in the greater Detroit area with his wife and two young sons, golfs all too infrequently, and has a hidden talent for voice over work.

Oh, and one last little-known fact: Scott coined the Oxford Dictionary of English-accepted term "tweetup."

You may download a headshot here, courtesy of Rosh Sillars; a PDF version of Scott's bio is here .

Books in which Scott or his work is featured:

The Social Media Strategist

Social Business by Design

Digital Strategies for Powerful Corporate Communications

Social Media Marketing for Dummies

Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business

Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements

Open Leadership: How Social Technology Can Transform the Way You Lead

MicroMarketing: Get Big Results by Thinking and Acting Small

Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell and Live

Power Friending: Demystifying Social Media to Grow Your Business

The New Rules of Marketing & PR

by David Meerman Scott

Twitterville
by Shel Israel

Six Pixels of Separation
by Mitch Joel

Monkeys with Typewriters
by Jemima Gibbons

Read This First
by Ron Ploof

World Wide Rave
by David Meerman Scott

Get Seen
by Steve Garfield

Disclosures/Relationships

Scott is on the board of the Social Media Advertising Consortium

Scott has been named to the Advisory boards of Pivot, SavvyAuntie, Business Smart Tools, The Hive Awards,
Scott is a judge for the SAMMY Awards

Named one of iMedia's 25 Top Internet Marketing Leaders & Innovators

Humongo occasionally does web work for me and designed this site

No animals were harmed in the making of this blog.

Scott Monty Bio

Speaking Events

Scott speaks on social media at events, seminars and conferences around the world. His topic generally focuses on corporate use of social media, becoming an online spokesperson, and specifically on the progress that Ford has made in the recent past. If you're interested in booking Scott to speak at your event, please click here to submit a speaking request for Ford-related purposes or email me at speaking [AT] this site's URL (if you know what I mean) to send a general email request.. Scott's bio and headshot can be found in the "About Scott" tab above.

Who is Scott Monty?

Hi, I'm Scott. I'm the global head of social media for Ford Motor Company. This is my personal blog, where I share my perspectives on social media - the convergence of marketing, advertising and PR on the Web - for marketers, agencies, the enterprise and the individual. This blog contains my personal views. My bio is available here and my headshots can be found here.