About the Authors

GUY KAWASAKI is the chief evangelist of Canva, an online design service, and an executive fellow of the Haas School of Business (University of California Berkeley). Previously, he was the chief evangelist of Apple and special adviser to the CEO of the Motorola business unit of Google.

PEG FITZPATRICK is a social-media strategist and director of digital media for Kreussler Inc. She’s spearheaded successful social-media campaigns for Motorola, Google, Audi, Canva, and Virgin. When she dies and meets Saint Peter, the first thing he’ll say is, “I follow you on Pinterest.”

GUY AND PEG are the social-media equivalent of Jack Bauer and Chloe O’Brian in Guy’s favorite TV show, 24. Guy is Jack: kicking ass and doing whatever it takes with no regard for policies, protocols, and procedures. Peg is Chloe: Jack’s trusted friend, on a computer telling Jack where to go and what to do in order to keep the train on the tracks.

ALSO BY GUY KAWASAKI

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What the Plus!

The Macintosh Way

Reality Check

How to Drive Your Competition Crazy

Rules for Revolutionaries

Selling the Dream

Hindsights

The Computer Curmudgeon

Database 101

Read this First

The purpose of this book is to enable you to rock social media. We assume that you are familiar with the basics and that you want to use social media for business, either for yourself or for an organization.

To make our perspective clear, Peg and I are in the trenches of social media, not in a “war room” back at headquarters. We acquired our knowledge through experimentation and diligence, not pontification, sophistry, and conference attendance.

Still, do not take our word as gospel. These are our tips, tricks, and insights, and we hope they work for you. In a perfect world, however, you would develop better techniques than ours, and you’d tell us how to improve our game too.

There are two versions of this book: electronic and printed. The electronic version has several hundred hyperlinks (underlined in the print version) that you can click on for added convenience. The printed version obviously doesn’t have hyperlinks, but you’ll have no problem using it without them.

Finally, let me explain the “voice” of this book. It combines our knowledge, but just one of us, Guy, wrote it, because multiple voices are tiresome for readers and we are all about making everything invigorating, fast, and easy.

Guy Kawasaki
Peg Fitzpatrick
July 2014

Acknowledgments

Thanks to all our beta testers, who made hundreds of improvements to this book: Jessica Ann, Katie Boertman, Dave Bullis, Will Carpenter, Noelle Chun, Katie Clark, Brock Cline, Chris Coffee, Julie Deneen, Mandy Edwards, Sandy Fischler, Héctor García, Isabella Gong, Ian Gotts, Liz Green, Andy Jones, Susan Jones, Stephanie Kong, Stephen Levine, Rachelle Mandik, Dr. Christina McCale, Henry McCormack, Carol Meyers, Lessie Mitch, Heme Mohan, Donna Moritz, Martha Muzychka, Anne O’Connell, Ken Olan, Arya Patnik, Paul Radich, Rebekah Radice, Jerad Reimers, Phillipe Rodriquez, Bernd Rubel, Bonnie Sainsbury, Antonella Santoro, Martin Shervington, Emily Taylor, Jennifer Thome, Thomas Tonkin, Halley Suitt Tucker, Sarah Wagoner, Stephanie Weaver, Shawn Welch, Erika White, Susan Wright-Boucher, and Joyce Yee.

And thanks to all the people who work for social-media platforms and for the companies that make social-media tools. We could not do what we do without you.