If your business still has not embraced the tremendous strategic opportunity of the massive cultural shift being driven by social media, then you need to read Gary Vaynerchuck’s new book “The Thank You Economy.” Even if you have gotten started with social business, you might not be doing it correctly or at least have great room for improvement. This book can help because Gary articulates the powerful operating principles as well as anyone because he practices that he preaches.
For the record, I asked Gary for an advanced review copy of the book but he told me he was out. I got my hands on one anyway through one of Gary’s employees, Kade Dworkin, who always has Gary’s back. Thank you, Kade!
Gary writes exactly the way he speaks. He is passionate about what he believes and he does not pull his punches. I love that! The book is full of great quotes – here are two about social business that I really like:
When you know without a doubt that you’ve made good hires, it’s easy to give employees the freedom they need to give the kind of one-on-one customer service that will resonate in The Thank You Economy. Create a culture of openness. Let your employees blog and tweet as much as they like. And let them be themselves. Authenticity is a huge part of what makes social media initiatives work. (Chapter 4)
Quality content is king. Always. But from now on, quality content must be followed up with quality engagement. You had better be ready and waiting to engage your consumer online when they start Googling and tweeting Facebooking to find out more about the awesome content they just experienced, because that’s how our consumer culture works now. (Chapter 6)
Gary understands that operational excellence is the foundation of customer engagement. Gary’s core message is that you have to care – about your customers, about your employees, about your brand – with everything you’ve got. People will only care about you to the extent that you care about them.
There’s only so low you can go on price. There’s only so excellent you can make your product or service. There’s only so far you can stretch your marketing budget. Your heart, though, that’s boundless. (Chapter 1)
Thank you for saying that so well, Gary – I strongly concur. Take the time to read Gary’s new book. You will be thankful that you did.