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A World Gone Social

How Companies Must Adapt to Survive

By Ted Coiné and Mark Babbit
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  • Contains 9 key ideas
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A World Gone Social: How Companies Must Adapt to Survive by Ted Coiné and Mark Babbit

Social media isn’t a temporary fad – it’s changing business culture in a big way. A World Gone Social explains why it’s important for companies to evolve their own social media tactics, and includes helpful tips for business owners who want to embrace new technologies and build them into their gameplay.

Key idea 1 of 9

In the age of social media, the human side of business has become extremely important.

Many still believe that social media is a passing fad, and that popular platforms like Facebook and Twitter will one day simply go away. But these people are dead wrong.

Social media is not only changing the way we live, it’s also profoundly altering the way companies operate by forcing business to prioritize the human side – not just the bottom line.

Here’s one way that’s happening: Social media has produced a strong incentive for companies to create appealing working environments in order to attract top talent.

This wasn’t so important prior to social media, when jobseekers relied on recruiters and HR teams to form an impression of a company. But now, candidates can use websites to consult current and former employees, to find out what working at the company is really like.

Ten years ago, if you were unsatisfied with your job, there was little recourse. Today, however, you can share your experiences online, thus influencing new applicants and potentially limiting your company’s ability to attract top talent.

But social media hasn’t only changed the way companies operate internally, it’s also created a huge shift in the way products are marketed to the public. Today’s marketers are increasingly transferring emphasis to the human side of their products, as well as focusing on how to reach targeted groups of consumers.

Rolling Stone was once the dominant authority in pop music – but that’s all changed. Today, bloggers and digital influencers are the primary generators of buzz.

And the record industry is paying attention: These digital influencers sometimes receive review copies ahead of major authorities like the New York Times.

So, instead of the huge, top-down systems that once supported a strict hierarchy, today small agents, like start-ups and freelancers, have become increasingly powerful.

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