Amy Jo Martin: Behind Every Good Social Media Strategy is a Human Being

December 27, 2013

11:00 am

In 2011, one-time Academy Award nominee (not a fact) and former NBA player, Shaquille O’Neal, announced his retirement from professional basketball on Twitter. At the time, Shaq had a 3.8 million-people following; today, he has nearly 7.9 millon, making him one of the top 100 Twitter users with the most followers. Aside from having some genuinely funny tweets, Shaq’s massive social media following can be attributed to Amy Jo Martin.

Martin is the author of New York Times Best-Selling book, “Renegades Write the Rules,” and the founder and CEO of Digital Royalty, a social media and education company that helps individuals and brands build their digital presence. Her company was the one that worked with Shaq on developing a strategy for his Twitter presence – a presence that has clearly made itself known.

According to Martin, social media is a fundamental part of a company’s brand. Sure – when companies first start out, it’s logical to focus on creating the product or the business plan, but it’s also important to keep in mind that people are interested in more than just your brand, but the human(s) behind that brand.

When startups approach their social media strategy, they need to remember that platforms like Facebook and Twitter can serve as essential mediums for reminding their customers and users that regular people are running those startups. Part of what’s made Shaq’s online brand grow is not merely because he brought on Digital Royalty, but that he actually uses social media as a tool to connect and communicate with his fans.

Watch what Martin has to say here:

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Ronald Barba was the previous managing editor of Tech.Co. His primary story interests include industry trends, consumer-facing apps/products, the startup lifestyle, business ethics, diversity in tech, and what-is-this-bullsh*t things. Aside from writing about startups and entrepreneurship, Ronald is interested in 'Doctor Who', Murakami, 'The Mindy Project', and fried chicken. He is currently based in New York because he mistakenly studied philosophy in college and is now a "writer". Tweet @RonaldPBarba.

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