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.
These two chapters just naturally went together…
Shift 4: Answer the New Telephone
Listening online is just as important as answering email or the telephone because business can be generated or lost based on what people say about your industry on the web.
When I worked in retail, one of my regular responsibilities was to walk the mall and investigate direct competitors.
- What design, colors and accessories were they offering?
- What seemed to be selling off their racks?
- How was their customer service?
Listening online allows us to take that competitive investigation one step further by hearing what the customers of our competitors are saying.
Amber & Jay provided examples of search terms and laid out listening options clearly, listing social media monitoring services ranging from free to expensive for solopreneurs to large corporations. They provide benefits and drawbacks to each system.
As with every chapter in this book, there is an abundance of information and ideas that will generate additional business. Just go purchase the book, it’s worth much more than its face value.
Shift 5: Emphasize Response-Ability
This chapter covers different ways companies respond (or don’t) to the new telephone. The Now Revolution includes a visual roadmap of the Humanization Highway. The authors explain that companies progress along this interaction path as they adapt to social media. Where and to what extent is dependent on each companies communication style, goals and involvement.
Throughout the book we are reminded that the tools are not the focus, the interaction is.
“An engagement strategy that focuses on specific tactics isn’t a strategy at all. It’s a recipe for playing a never ending game of catch up.”
The Now Revolution
Great insight and samples on where to find relevant content to share, as well as recommended ways to route information to your social media team.
In Shift 6, we’ll be building a fire extinguisher.
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