Episode 557 The Only Social Media Marketing Book You Need With Warren and Bridget

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Show Summary

The SDM show podcast features an interview with authors Warren Laine-Naida and Bridget Willard about their new book, “The Only Social Media Marketing Book You Need.” The hosts and authors discuss the practical nature of the book, the various expert contributors who share insights on different platforms, and the importance of understanding the “why” behind social media efforts. They also touch on the fragmented nature of social media platforms, the use of AI in content creation, and the increasing presence and relevance of seniors on social media. The conversation concludes with a discussion on the pros and cons of social media automation versus scheduling.

Show Notes

Host: Rob Cairns

Guests:

• Bridget Willard: Co-author, social media strategist. Find her on Twitter/X: @BridgetMWillard
• Warren Laine-Naida: Co-author, digital strategist, educator. Find him by searching his name on Google.

Featured Book:

• Title: The Only Social Media Marketing Book You Need
• Authors: Bridget Willard & Warren Laine-Naida (with contributions from others, and an introduction by Rob Cairns)
• Key Features: Practical advice (e.g., Chapter 3 on formatting posts), platform-specific guidance, guest contributions from experts, AI-free (“organic words”), written over six months.
• Availability: Available on Amazon (Print & Kindle)

Key Discussion Points:

1. Introducing “The Only Social Media Marketing Book You Need”:
   1. The fourth collaboration between Bridget and Warren.
   1. Focuses on practical, actionable social media advice.
   1. Includes guest contributions from experts like Amy Donaghue (Reddit, cannabis space), Paul Toby (YouTube, Jazz Mental), Chef Sarah (Twitter for home services), and Adrian (nonprofits).
   1. Emphasizes authentic, human-written content.
2. The Importance of “Why”:
   1. Bridget stresses knowing why you’re doing social media is fundamental to success, comparing it to baking or coding where understanding the process is key.
   1. Many businesses use social media without a clear “why” tied to customer and business goals.
   1. Warren quotes The Merovingian (The Matrix): “You come to me without why. You come to me without power.” A clear reason is essential for any action.
   1. A common mistake: focusing on becoming a “creator” or getting a “fan base” instead of building a “community.”
3. Navigating a Fragmented Social Media Landscape:
   1. Discussion on specialized niches like cannabis, the adult industry, and politics, and the importance of finding where your specific “tribe” congregates.
   1. Bridget highlights Reddit’s utility for niches that face restrictions on other platforms (e.g., cannabis).
   1. Warren sees platform fragmentation as a “blessing” that helps marketers better define and target niches.
4. The TikTok Debate:
   1. Rob raises concerns about TikTok’s ownership and regulatory issues.
   1. Warren (based in the EU) finds TikTok effective for reach and affordable advertising, highlighting the irony of EU’s stringent data privacy in other areas (e.g., AI garbage sorting) while TikTok use is prevalent.
   1. Bridget views TikTok as “dessert”—not a priority for B2B or if foundational digital marketing (website, main social platforms) isn’t solid. Good for retail (“TikTok made me buy it”). Warns of its addictive nature and potential to distract from core business activities.
5. AI in Social Media:
   1. Warren sees AI as a tool for content creation (images, video, planning) but not for direct posting, as social media is about human interaction.
   1. Bridget warns against AI creating “catfishing” scenarios where genuine connection is lost. Emphasizes that social media’s power lies in building real relationships. Cites the value of personal sharing and the negative impact of impersonal auto-DMs.
6. Seniors and Social Media:
   1. The book includes a chapter on social media for seniors.
   1. Bridget notes “seniors” is a vast demographic (e.g., 55 to 80s+), many of whom are tech-savvy and active online.
   1. Warren emphasizes digital literacy for seniors to combat loneliness, stay connected, and participate in society. Highlights that seniors are a significant and growing demographic.
   1. Device preferences vary greatly among seniors, from desktops for research to iPads for ease of use.
7. Automation vs. Authentic Engagement:
   1. Warren is not a fan of automation, preferring manual, vetted posts to maintain authenticity.
   1. Bridget distinguishes between “scheduling” (intentional, can be paused) and “automation” (impersonal, e.g., instant DMs). Recalls instances where brands made errors by not pausing scheduled content during emergencies.
   1. The consensus: if you wouldn’t do it in a face-to-face interaction, don’t automate it on social media.
8. The Human Element & Building Relationships:
   1. A recurring theme: social media’s core value is building genuine “know, like, and trust” relationships.
   1. Rob, Bridget, and Warren share how their own friendships and collaborations stemmed from social media connections that moved beyond the purely professional.
   1. Rob shares his decision to remove social media apps from his phone for better mental health and focus, a sentiment echoed by the guests regarding their own device usage.

Mentioned Resources & People:

• Paul Toby (Jazz Mental on YouTube)
• Amy Donaghue (Reddit expert, cannabis space)
• Chef Sarah (Home service business, Twitter insights)
• Adrian (Groundhog, nonprofit chapter)
• Heineken “The Closer” ad (illustrating the need for real human connection)

Call to Action:

• Purchase “The Only Social Media Marketing Book You Need” on Amazon.
• Connect with Bridget Willard on Twitter/X: @BridgetMWillard
• Find Warren Laine-Naida via a Google search.
• Share the book with your friends and colleagues!