Rethink Social Media – Hype or Wisdom After The GDPR Rules?

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Each month I write a review of a book I have read that I think is of importance to my readers. As you can tell from the description of this website, I am deeply involved in the positive psychology or self help movement and helping entrepreneurs reach their next level of success. I read or listen to one book a month in order to update and hone my skill sets in this area. This month I read the non fiction book Rethink Social Media by Paul O’Mahony which shows you how to run paid advertisement campaigns on various social media networks. I chose this book because I was interested in the use of applied psychology to internet marketing and sales.

7 Steps To Making Money On The Internet

I saw O’Mahony speak at a seminar I attended and I was intrigued by one of the questions that he asked the audience: “Rather than spending your time updating your status on Facebook or Twitter, what would you do if you could use this time to make money on social media?” He then went on to briefly explain how he makes money on social media by running various advertisement campaigns to sell products to his clients. It wasn’t the content of his speech, rather it was the use of applied psychology to a novel situation that made me buy his book. And once I had read his book and understood the techniques that he teaches, I noticed them being used in every advertisement posted to the newsfeed in my social media network.One aspect of his book that I liked is how he has built his book around the acrostic “Rethink”, as its a sticky that stays in the forefront of your mind. Rethink summarises the tactics that he teaches in his book and stands for for Right Niche, Evaluate Who Your Ideal People Are, Target The Right Traffic, Help For Free, Immediate Upsell, Nurture Your List and Know Your Numbers. Although each one of these tactics isn’t new in the field of marketing, the way that he explains each of the concepts and connects them together allows for a holistic interpretation of marketing on social media networks.

Rethink Social Media – A New Twist On An Old Paradigm?

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I found O’Mahony book to be meaningful and instructive and a solid introduction to the field of online marketing. He begins by providing an overview of how to market to potential clients through social media. I thought that this was a good gateway into the topic because this allows you to understand the psychology of the people who use social media networks and how people make purchasing decisions. The fact that he references this as he sequentially explains each tactic in his acrostic allows the concepts to stick and to become easily understandable.He then moves into the technical side of online marketing, which due to the depth that he goes into and the technical subject matter maybe off-putting to some readers, but I thought was explained rather well. The idea is that you research out the ideal client that would purchase your product by using a keyword search on a social media network and create an avatar of this ideal client. You then create a “look-a-like” audience on FaceBook or Twitter so that you have a pool of similar people who would purchase your product. The idea is not to sell to them directly on the social media network but to obtain their contact details so that you can market to them directly through a front-end and back-end sales funnel. Although the topic is technical in nature its important point to understand that marketing today online requires you to use social networks and more importantly that you build relationships with the people in your email list over the long term and that you provide them with something of value rather than continually bombarding them with sales messages.In his explanation, O’Mahony gives a lot of real world examples to support his claims. For example, have you ever wondered why an online marketer offers you a free e-book in order to obtain your contact details and then offers you a paperback copy of his book for free except for asking you to pay $7 in shipping and handling? And then you are subsequently offered a place in his webinar for $47? He explains the psychology behind these numbers as he explains the concept of value ladders, which is part of the “Immediate Upsell” tactic of his system. In his explanation, he explains the concept of building trust and value into every interaction with your potential clients so as they trust you more they purchase the next level of product that you are offering. He also provides detailed maps of the various levels of the value ladder so that you can see how they are pieced together in a logical sequence using aspects of applied psychology.O’Mahony stresses numerous times in his book that its important to build and maintain the relationships you have with the people in your contact list. As he explains, and as anyone who has a social media presence knows, your contact list is the most important aspect of your online avatar. It doesn’t matter if you are someone who has a Facebook or Twitter account and posts daily updates, someone who writes a blog, a celebrity who is trying to build and maintain a following or a company who is building a brand for themselves, without a tribe of followers you don’t have an online presence. You can build and maintain relationships using the ten steps of the relationship management system that Paul details in his book: Retain, Remind, Reinvigorate, Relevance, Refresh, Renew, Rethink, Referrals, Reward and Regular.Although I appreciate that it is not always possible to do this, I think that a sticky or an acrostic would have been useful in order to keep these points in the forefront of the readers mind. Again, although it is technical in nature, O’Mahony does a good job in explaining in detail how maintain relationships by using autoresponders to connect to the people in your contact list via emails. He goes into detail of what to write in the emails in order to capture the person’s attention and have them take action on the content of the email. The distinction between his method and a standard email campaign is that O’Mahony’s strategy involves emailing the person who opted into email list relevant emails and nurturing the relationship with the individual, so that they move up the front end sales funnel on their own accord, which allows you to grow your list organically.

Rethink Social Media – Will It Survive The GDPR Rules

marten-bjork-658221-unsplashO’Mahony’s book was written prior to the introduction of the GDPR rules that affect companies doing business in Europe. The application of the psychology used in his marketing strategy has a solid foundation and involves the following steps: create the ideal avatar of your customer, design a front-end and back-end sales funnel, write the templates for an email campaign, find a look alike audience on Twitter or Facebook, run a micro-marketing campaign to encourage people to opt into your email list and build relationships with the people on your list so that they move themselves up the sales ladder. Unfortunately, with the changes that Twitter and Facebook have made regarding the sharing an collating of data, creating look alike audiences that match the avatar of your potential client maybe more challenging in the future. However, one point to keep in mind is that Facebook and Twitter are social media networks that make money from advertising revenue so it wouldn’t surprise me if the networks allow you to create look alike audiences again in the near future so that marketers can market products to potential clients.

Final Thoughts

I would recommend O’Mahony’s book to any of my readers who are entrepreneurs that want to market their business to a niche market. Although the strategies discussed in his book are not new his strategies are based on a solid foundation of applied psychology and common sense. If his marketing strategies are applied ethically the reader should be able to grow their email list organically and build a following on various social media networks. Although the new GDPR rules and data sharing practices employed by the social media networks have changed, it is assumed that the ability to create look alike audiences on the networks will return in some form. If not, then it appears that a small tweak to the initial part of the marketing strategy will be needed but the rest of the strategy will remain intact.If you would like to purchase O’Mahony’s book then click on the affiliate link: