- Miles does not have an imagined audience (supposedly for work-at-home marketers, but the book is the lowest common denominator. He’s trying to reach everyone.)
- Quantitative Over Qualitative – Miles preaches that it’s important to have a lot of followers, likes, comments, etc., but he doesn’t thoroughly explain why they’re important. What is the value of a like or a follow? What does it mean?
- Marketing perspective but no cultural perspective.
- Social media is constantly changing, but the book doesn’t take account of that. It claims that the steps are set in stone, so it basically set itself up for obsolescence.
- Missed opportunity to talk about performativity. If social media is a performance of identity, then when instagramming you have to think about what kind of pictures would help users perform the identity they’re striving for.
- Helpful for a specific market – older generation. People aged 40+
- Great for beginners. Goes in-depth about how to set up and start using Instagram.
- Backstage vs. Frontstage
- Helpful at a basic level. Good guidelines, but not set in stone.
About Author Jason Miles:
- Author of Craft Business Power, Email Marketing Power, and Pinterest Power
- Vice President of Advancement at Northwestern University
- Co-founder and marketer at Liberty Jane Clothing (online store for American Girl doll clothing)
- Blogger at marketingonpinterest.com (just a regular blog, not really official)
- 2, 175 Twitter followers
- (other note: Liberty Jane Clothing has around 30k fans on Facebook, 9k pinterest followers, and 3k instagram followers)
- Small business owners
- “Work-at-home marketers”
- Better for small businesses that sell a product (B2C) rather than services
- Generation X, born between 1965 and 1980
- Don’t have much knowledge of how to use social media
- Zizi Papacharissi’s “Without You, I’m Nothing: Performances of the Self on Twitter”
- Marwick and Boyd’s “I Tweet Honestly, I Tweet Passionately: Twitter Users, Context Collapse, and the Imagined Audience”
- Dobson’s Heterosexy and Grotesque
Main Type of Discourse – Technodeterminism
- We must learn social media because technology is “changing the world”
- Social Etiquette (when, how often, and how to interact using likes, follows, and comments)
- “Backstage” or inside look that Instagram provides
- Backstage vs. Frontstage approach to Instagram
- Hashtag communities
- Media-centric SNS (focuses on images/content)
- First SNS born exclusively on mobile
- Immediacy of Twitter and half-life quality of YouTube
- Focus on media (visual)