Here’s the mistake I made.
So much for a good night’s sleep.
The book is built on the premise that the world has changed and we’d all better make some shifts in how we do business to be faster, smarter and more social.
I’m guessing most of the shifts won’t shock you. What makes this book so valuable is that this isn’t so much an idea book as it is a DO book. Amber and Jay offer up good case studies (fresh ones you haven’t seen 100 times), lots of extra resources and at the end of every chapter some tangible steps to take to make it happen.
Here’s how they outlined the shifts we need to make:
Make a new bedrock: Your company’s culture is more critical than ever, more exposed to the public than ever and can be a game changer if you build a good one.
Find talent you can trust: Building a team who gets it and shares your vision used to be a luxury. Today, thanks to social media — it’s a necessity.
Organize your armies: Social media is something that will touch every aspect of your business. You need to make sure everyone is on board, knows their role — even your agency, who may be leading your efforts or just participating.
Answer the new telephone: Remember the good old days when you weren’t on call 24/7? How do you possibly monitor all of the potential places people could be talking about you? And how can you use this new expectation of instant access as a customer service bonus?
Emphasize response-ability: Who will respond? How will they respond? How can you make sure they respond in your brand’s voice? How do you arm your team with the resources so they can respond? How quickly do you have to respond? Lots of questions and this chapter has some answers.
Build a fire extinguisher: Okay, now you’re listening but what do you do get ready to respond if someone says something negative? This is crisis communication planning (on both the macro and micro level) for the 21st century.
Make a calculator: It doesn’t make sense to do something if you have no idea whether or not it’s working. So measure. And monitor. The trick is — give it time to work. This isn’t magic. It’s marketing.
My one disappointment is that they took a very cool idea — added QR codes throughout the book to give readers even more resources and made it annoying. Rather than using generic QR codes so that everyone could just use whatever scanner they already had on their smart phone — they opted to use a specific tag made by Microsoft which required me to add another app to my phone.
Bottom line for me — this is a very good read. Pick up a copy today (Amazon affiliate link).
Or…. tell me which of the 7 shifts you think would be the most difficult (and why) and you could win a copy of the book! I have 3 copies to give away. (I’ll draw commenters names at random.)