Continuation of the review for Jay Baer & Amber Naslund’s book The Now Revolution, 7 shifts to make your business faster, smarter and more social.
Thought I had better cover the last two chapters so I am able to – hopefully – fit in an actual summary before the draw on Sunday. This was supposed to be a one post review but I have a hard time reducing what I want to say into a few words. Just ask my kids!
Shift 6: Build a Fire Extinguisher
Just like every family should have a plan in case there is a fire, every business should have a procedure in place if an issue erupts online. If you’re fortunate to never have faced a social media crisis, it may be difficult to imagine. Not only do the authors define what constitutes an emergency, they provide several case studies that explain how quickly one can erupt, and how repercussions can dissipate smoothly, if handled properly.
Covered topics included how to monitor for issues, how to respond to fake sirens, and when to take the discussion offline. They outlined steps for handling the social media crisis before, during and after. If you don’t have an emergency manual in place, this is a good, solid start.
Shift 7: Make a Calculator
Return on Investment (ROI) is something most savvy business people ask before delving into social media. As Jay and Amber explain, how you determine ROI depends on goals, and it may be easier… and more challenging… than you think. Success may not be immediate, social media response can be like a slow boil, it takes time to build. It’s also an evolving industry, therefore evaluating results as new ideas are tested is an important indicator of success.
The authors provide several ways to determine online effectiveness and recommend different ways of evaluating the metrics based on social media goals.
“The good news is that because it’s online, social media is inherently trackable in ways marketing historically hasn’t been.”
The Now Revolution
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