By Christine Galeone, Contributing Writer
Westborough – Social media networks demand the attention of businesses of all sizes. Facebook, Twitter, Instagram, Snapchat, Pinterest, Google + and similar sites have grown into an online jungle that can be perilous if not carefully understood and utilized. Paul Gillin, the author of four books about social media marketing and public relations, enjoys helping businesses navigate that jungle. The Westborough resident said “The New Influencers,” his first book which was published in 2007, was among the first to “put social media in context for marketing professionals.”
But the most satisfying thing, he said, is helping readers.
“I have had several people tell me that that book changed their lives. I don’t think there is a more gratifying thing you can tell an author,” shared Gillin, who’s also a social media marketing consultant. “I still get that feeling of satisfaction every time I coach someone in how to use the tools of social media and see that lightbulb go off. They get it; they understand its utility, and that is very fulfilling.”
Gillin’s fascination with media, in general, began when he was a teenager. Even then, he was curious about its power to influence people. With a passion for journalism, he later spent 25 years as a technology journalist. Part of that time was also spent as the editor-in-chief of Computerworld. But the 21st-century wave of online media – including blogging, podcasting, online video and social media networks – drew his attention away from traditional print publications and swept it toward online marketing.
“I had frankly dismissed blogging back in its early days, because I didn’t think people would be motivated to write for small audiences. But I completely missed the point,” admitted Gillin, who now writes regularly for a few blogs, as well as various publications. “Social media is all about reaching highly engaged audiences, even if they’re quite small.”
Although Gillin is a well-respected social media consultant who has worked with companies such as Disney and has been quoted by news outlets such as CNN, he said that keeping up with everything is challenging.
“The number of platforms, tools, tactics and applications of social media continues to grow at a dizzying rate,” noted Gillin. “Back in the early days of 2006 and 2007, it was possible to keep on top of everything important. Now you need to specialize, which I have done through a focus on business-to-business communications.”
When he’s not immersed in social media or writing, he likes to spend time with his family, including his wife, Dana, with whom he co-authored the 2010 book “The Joy of Geocaching.” He’s also a sports fan.
“My twin 5-year-old girls keep me pretty busy,” he said. “I’m also a fanatical Red Sox and Patriots fan and an avid but lousy golfer.”
And what words of wisdom would Gillin offer to local small businesses hoping to navigate the social media jungle? In addition to noting that Facebook is “almost a must-have” because of its advertising effectiveness, Gillin said that localized search-engine marketing and search optimization can also be effective, as well as the use of Craigslist or eBay for specialized products and services.
“Twitter is great if you have a distinctive product, point of view or voice. Instagram and Pinterest work well if you have a visually compelling story to tell,” advised Gillin. “I haven’t spent enough time with Snapchat to recommend it, but its popularity among teens and millennials is astonishing. If you serve that age group, it’s worth investing some time to understand it.”
To learn more about Paul Gillin, visit www.gillin.com.