From 'Haphazard Management' to 'Strategic Investment' in SNS. Hottolink to Release Book 'SNS Marketing Super Strategy Guide 88' from Shoeisha

Hottolink Corporation (Headquarters: Chiyoda-ku, Tokyo; Stock Code: 3680; Group CEO: Yasuhiro Hinokino), a provider of SNS marketing support services, is pleased to announce the release of the book 'SNS Marketing Super Strategy Guide 88,' authored by Koki Shibaoka, Manager of the Solution Sales Department in our Consulting Sales Division, from Shoeisha on June 22. This practical guide systematizes the knowledge accumulated from supporting over 240 companies in SNS marketing since 2018 into 88 items from the three perspectives of triple media (owned, paid, and earned). 【Published Today】Author's Contributed Article on MarkeZine Ahead of the book's release, an article contributed by the author, Mr. Shibaoka, was published today on the web media 'MarkeZine.' It introduces the concept of 'KPI design reverse-engineered from KGI,' which is explained in Chapter 1 of the book. Please read it in conjunction with the book. ▶Read the article here: 'Breaking Free from the 'Follower Count' Curse: KPI and Overall Design to Connect SNS to Business Growth' 1. Book Overview In recent years, major social media platforms like X and Instagram have strengthened their algorithm-based recommendations, making it difficult for information to reach even one's own followers. The spread of generative AI has also increased the volume of content, creating an environment where corporate organic posts are easily buried. Despite these environmental changes, many companies have opened SNS accounts and continue to post daily. However, we often hear complaints like, 'I post every day but see no results,' or 'My followers are increasing, but I don't know if it's leading to sales.' The root of these problems lies in a common issue: a disconnect between management challenges, such as increasing sales and brand awareness, and the objectives of SNS management. Many companies end up chasing numbers within SNS, like follower counts and impressions, while the connection to business results remains ambiguous. This book is a comprehensive guide in which the author, Mr. Shibaoka, systematizes the mindset and practical methods to evolve from intuition-based SNS management to strategic SNS utilization from the perspective of 'triple media (owned, paid, and earned).' It condenses the knowledge Hottolink has accumulated since 2018 by supporting corporate SNS marketing. ・Those who manage SNS based on their own methods and are unsure if they are doing it right. ・Those who lack confidence in their strategy and results and are wondering about the next step. ・Those who feel they lack knowledge in SNS marketing. ・Those who cannot explain the significance or results of using SNS to others and struggle to secure budgets and personnel. This book allows you to systematically learn the entire scope of SNS marketing through 88 topics. With the 'Current Situation Checklist' (5 categories) at the beginning, you can visualize your company's situation and use the book according to your current needs, such as starting from the categories with the fewest checks. 2. Book Information 'SNS Marketing Super Strategy Guide 88' Title: 'SNS Marketing Super Strategy Guide 88' Author: Koki Shibaoka (Manager, Solution Sales Department, Consulting Sales Division, Hottolink Inc.) Price: 1,900 yen (excluding tax) Publisher: Shoeisha Release Date: June 22, 2026 Format: A5, 208 pages ISBN-10: 4798195340 ISBN-13: 978-4798195346 Amazon Product Page: https://www.amazon.co.jp/gp/product/4798195340 *Scheduled for sale at bookstores nationwide and online, including Amazon. The e-book (Kindle version) is also available for pre-order. *When posting about this book on SNS, we would appreciate it if you could use the hashtag '#SNS攻略88'. Hottolink employees will 'like' and repost. 【Table of Contents】 Chapter 1: Acquiring Basic Knowledge of SNS Marketing Chapter 2: Utilizing SNS as Owned Media Chapter 3: Utilizing SNS as Paid Media Chapter 4: Utilizing SNS as Earned Media Chapter 5: Utilizing Influencers and Campaigns Chapter 6: Analyzing Data and Running the PDCA Cycle Chapter 7: Practical Questions for SNS Managers 3. Author Profile Koki Shibaoka Manager, Solution Sales Department, Consulting Sales Division, Hottolink Inc. After graduating, he joined an advertising agency, where he was engaged in marketing support, primarily in the digital domain. He then worked at a specialized influencer marketing company, where he was responsible for client support and new business development, before joining Hottolink in 2022. He concurrently handles SNS consulting and solution sales, working to solve the challenges of various clients. He currently leads new business acquisition as the manager of the Solution Sales Department. At his previous roles at an advertising agency and an influencer marketing company, he gained experience in managing SNS advertising, owned media, and earned media. After joining Hottolink, he deepened his knowledge and know-how in performance verification gained from the front lines of SNS marketing support, which he has systematized in this book. After the book's release, on Wednesday, June 24, he will hold an online seminar titled 'Still Chasing Virality? Let's Rethink the Common Sense of SNS Marketing.' For details and registration, please see here.