Before I give you my takeaways from Gary's book, there is an important thing you should be aware of -- some of the examples Gary provides are in violation of Facebook's TOS. For example: asking fans to tag themselves and their friends in a picture the brand posts. That's against FB's terms.
That said, it's a good book for understanding strategy. Here are some of the key points:
Use social media as a storytelling channel, not a distribution channel. Most brands are using social media the same way they use email marketing or advertising.
Most brands put out content that aims to sell and self-promote. When you should be aiming to engage and trigger an emotional response instead.
Build relationships through social media because people buy from those they have a connection with, or who have helped them out.
Keep your messages short. Share something that is different and eye-catching and compelling enough to quickly grab users' attention. And the way you do it is with micro content that is easy to digest on the go.
Content may be King, but context is God. Content that worked well on one platform may not work so well on another. You can put out good content, but if it ignores the context of the platform on which it appears, it can still fall flat. The way you might ask someone to check out your product on Facebook is different than what you would do on Twitter, or Pinterest, or Instagram.
Stay true to your own personality, voice and story on any social media platform.
"On Facebook, the definition of great content is not the content that makes the most sales, but the content that people most want to share with others."