“The Now Revolution”: Be Social, Rather Than Do Social


“You can’t do today’s job with yesterday’s methods and be in business tomorrow” – George W. Bush

The Now Revolution - Front Book CoverToday, business moves at the speed of thought.  Customers are choosing between you and your competition every second of the day.  Not only are they talking about your business with friends, family, and coworkers – they are vocalizing their thoughts online for the entire world to hear.  Today’s customers expect a level of attentiveness and responsiveness that most companies cannot live up to.  Every customer is a reporter, and every reporter is a customer.  Thanks to the Internet, the average Joe now has as much of an ability to affect your company’s reputation as anyone else.  It is crucial that your business is proactive in adapting to today’s business expectations and culture.

The Now Revolution” by Jay Baer (@JayBaer) and Amber Naslund (@AmberCadabra) lays out seven shifts to make your business faster, smarter, and more social.

  1. Engineer a New Bedrock:  Initiate a culture discussion and let it free in your organization, bringing all of your employees into the fold and ensuring that everyone thinks and acts according to the same set of principles.  Treat culture change as a journey, not a destination.
  2. Find Talent You Can Trust:  Hire for culture; train for skills. Everyone is a potential spokesperson for your company, so keep that in mind.  Consider adding new roles or responsibilities that have social media at their core.  Give your employees a sense of contribution and purpose.
  3. Organize Your Armies:  Businesses now call for broader leadership and collective accountability; there are no more strict chains of command.  Create a coaching staff to coordinate and guide the companywide social media efforts of players.
  4. Answer the New Telephone: Realize that listening in social media is like answering phone calls, just in a new medium.  Determine whether you’re in a passive or active listening state, and figure out what you hope to gain from listening.
  5. Emphasize Response-Ability: You don’t need to be the biggest company to wow your customers and prospects.  You just need to be the fastest, most widely distributed, and most relevant.  All of that is doable, and with minimal expense.
  6. Build a Fire Extinguisher: Social media never takes breaks.  If a crisis happens, even after business hours, who will take action and how?  Create and update precise protocols for crisis management, show genuine remorse, and act in a quick and timely mannor.
  7. Make a Calculator: There are three reasons that a business engages in social media – to create awareness, build loyalty, or drive sales.  Every hour or dollar that you spend on this is an hour or dollar that could be spent on other facets of your business.  Make measurement part of the culture so you have some idea of whether it’s working.

Success in the Now Revolution accrues to businesses that are present, agile, responsive, and prepared.  The influence of size, marketing budget, location, and even product mix on the success of businesses is waning – in their place are qualities such as speed, smarts, humanization, and an embrace of social media.  The social web amplifies the quietest voices, provides ways to connect unbound by time and geography, and creates urgency and opportunity at every turn.

Businesses need to BE social, rather than just DO social.

Whether your company is struggling to adapt to today’s business expectations and cultural shifts, or you want to be proactive and take a step ahead of your competition, this book is a wonderful guide to the real-time revolution that is happening all around us.  Don’t be naïve to the fact that business practices are constantly shifting. Take action “Now”.

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