<\/span><\/h3>\nThe difference between the words “Professional” and “Amateur” is just one cent. A professional is someone who gets paid for their work, and an amateur doesn’t. This is important to point out as these two words have nothing to do with skill. It’s about mindset, determination, goals, and intention.<\/p>\n
Think about the person who is good at music or sports. These are popular hobbies. Let’s look at singing for example. There are many great singers in the world, but the music industry can only hold a spotlight on a few key celebrities. Does this mean that celebrity singers and unknown singers have a huge skill gap? perhaps, but more often than not, it’s just a lack of recognition.<\/p>\n
This is why in the modern age with the internet and TV there are multiple singing and music shows, such as American idol and each countries variation. It pits multiple amateurs together and places them through a trial by fire to mold them into professional singers who take their hobby seriously.<\/p>\n
In the same way, social media must be taken seriously to be seen amongst the vast waves of content creators. If you want to succeed, act professionally. Place your full name or business in the handle and remove any excess numbers, letters, or unnecessary emojis.<\/p>\n
Have a professional headshot, smile, and dress how you want to be associated with your business. Remove sloppy photos, lewd jokes, and menacing posts. Your brand decides everything.<\/p>\n
<\/span>Content is For The Viewer, Not You<\/span><\/h3>\nThis section may be misleading, but Kawasaki clarifies what he means in this section with various tips and tricks. This does not mean that you should not put out content that you enjoy about your brand or yourself. This means to no use social media as an announcement of your daily thoughts and the latest scandal.<\/p>\n
It is well known, especially for luxury or niche brands, that polarizing your audience is a good thing. This seems to contradict the above statement about posting thoughts or opinions, but the difference is that it must be related to the product or service you are trying to sell.<\/p>\n
For example, posting about politics and religion will drastically reduce your potential customer base if your products are completed unrelated, such as learning software. Humans are emotional beings and will only do business with people they feel are like them; regardless of how good the product is.<\/p>\n
So how can you polarize? post opinions and debates regarding your product. Taking the learning software, for example, there are two spaces to tackle: education and tech. A recent hot topic in regards to education is remote learning – give your opinion and solution. Match your opinions with content that your viewers want to see.<\/p>\n
<\/span>Create Multiple Accounts – And Interact With Each Other<\/span><\/h3>\nUnless you are a full-service marketing agency or have purchased subscriptions to SaaS that can handle dozens of accounts, do not sign up for every platform under the sun. Kawasaki suggests starting with 2-4 and working your way from there once you have a sizable following. Interacting between these accounts does not mean making it seem like you’re talking to yourself, it means driving people from one platform to the other to maximize viewership and to create suspense.<\/p>\n
For the example above, if you’ve signed up for both Instagram and TikTok, you can link your TikTok on Instagram and your Instagram on your TikTok profile. Not only will people stumble across the link from each platform, but you can also post anticipatory videos and pictures that get people excited.<\/p>\n
A simple “New TikTok video coming on Friday…. you won’t believe this” creates suspense and anticipation. Your followers will then visit your TikTok page, follow and maybe even interact with some of your existing content. Scale as you see fit by increasing the number of your posts and platforms.<\/p>\n