| This
is a great book to give to managers, superiors, or other people you
would like to convince of the importance of social media. With his
usual energetic way of talking Gary makes this book easy and a pleasure
to read, with some very clear examples of companies that have ventured
successfully, or not so successfully, into the social space.
Gary
makes very clear that the essence of social media is delivering
a great service to your customer and that social media is thus not
new.The new technology of internet just allows the customer to recapture
power from the big corporations and it allows for a return to the
time when the customer was king. Actually he states that the new
way of doing business in the Thank You economy should be done both
on- and off-line and is not just confined to social media, nor is
it confined to any industry. Social media has empowered the customer
and businesses who accept this and adapt to the new culture will
survive, while others will be seriously hurt or even disappear.
A
very important aspect that is different from former innovations
in business is that according to Gary, companies that do wait to
see what will happen to social media will not be able to catch up,
no matter how much money they wil throw at it. It is all about creating
serious positive relationships with your customers, something that
you cannot do overnight and throwing a lot of money at those customers
later on is not going to buy their relationship with you. Thus companies
need to jump on the band wagon now or trail behind forever.
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Social
media
