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Zusammenfassung von A World Gone Social

Name: A World Gone Social
Rating: 4.5 (11 reviews)
Author: Ted Coiné and Mark Babbit

Ted Coiné and Mark Babbit

How Companies Must Adapt to Survive

4.5 (11 Bewertungen)

15 Min.

Inhaltsübersicht

A World Gone Social
in 8 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 8

What’s in it for me? Learn how to use social media to tap into a gigantic pool of potential customers.

Social media isn’t a temporary fad that’s only relevant for too-cool-for-school teens and twentysomethings. Today, social media platforms are changing our lives by shaping our decisions and choices. There are over two billion people active on online networks, so social media offers business owners a huge competitive advantage: By reaching customers wherever they are, you’re tapping into a gigantic potential market.

But to see how you can really leverage social media to engage with customers, you need to understand the immense power the consumer holds in this new social age. Today, a single customer has the potential to influence thousands of other people in just a few short moments.

You’ll also learn

why you should encourage your employees to complain about their workplace;
how to sell shoes on Twitter; and
why you should never, ever send out automessages.

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.

A single viral video can irreversibly damage a company’s reputation.

Many companies believe that losing one customer won’t really impact their bottom line. While that might have been true in the past, it’s seriously misguided today.

That’s because social media platforms can amplify a single voice, making it heard by millions of people.

Engagement with employees and customers via social media is the first step to building a great business.

Every so often, a scandal sweeps through the media, exposing a company’s shameful mistreatment of employees. Although the incident likely won’t destroy the company, it will tar its public image.

Today’s most socially savvy companies do their best to avoid this scenario by engaging with their workers and figuring out how to meet their needs. This is the very first step to building a great business.

Smaller companies have the agility that’s necessary to adapt to a fast-moving marketplace.

We’ve taken a look at how companies operate differently in the social media age. But there’s one important aspect we haven’t talked about: It’s important for modern organizations to think small-scale in order to respond more quickly to specific demands.

That’s partly because in general, smaller companies are more nimble and can innovate more quickly.

Companies that adopt flat hierarchies – ultimately eliminating managers – are handsomely rewarded.

Imagine a company where employees are allowed to make big decisions on their own, without managers? This dream world is increasingly becoming a reality, as companies move to adopt flat hierarchies.

Why are flat hierarchies so appealing? Well, when employees are able to make their own decisions without asking authority figures for permission, they take more responsibility for their work, feel more engaged and are more likely to identify with the company.

Together, ordinary people can come together to form an extraordinary network of knowledge.

One of the most powerful benefits of social media networks is that they allow us to tap other people’s knowledge and share our own.

Think about it this way: Although most us are probably relatively good at something specific, we lack expertise in many other areas. But social media platforms allow us to combine our own knowledge with the expertise of all the individuals who make up our network. This means a group of mostly ordinary people can come together to form an extraordinary network of knowledge.

Social media isn’t just for tech start-ups – it’s crucial for the success of any company.

Not yet convinced by the power of social media? Do you still think that these platforms aren’t relevant to traditional business? Well, you’re wrong. Even banks can benefit from social media.

Think about it this way: There are over two billion people – all potential customers – engaging on social networks. And it’s easier to meet potential customers where they are already hanging out than to get them to come to you. So ultimately, being a social leader is a competitive advantage.

To preserve your reputation as a social leader, periodically conduct social media audits.

Since mistakes are as common on social media as they are in non-digital communication, you should periodically conduct check-ups using these best-practice guidelines to ensure you stay on top.

First of all, make sure your company is presented properly and that all your profiles across social networks use the same logo, fonts, schemes and branding messages. By being consistent in your presentation, you’re making it easy for members of your community to recognize you instantly, on any platform.

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Worum geht es in A World Gone Social?

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.

Bestes Zitat aus A World Gone Social

You only need a Robin Hood-style just cause, a heartbreaking moment, or a moral outrage – and you are on your way.

—Ted Coiné and Mark Babbit

Wer A World Gone Social lesen sollte

Business owners who are looking for new ways to engage with customers
Anyone who’s interested in the way technology has changed business culture
Anyone who’s thinking about starting their own company

Über den Autor

Ted Coiné is a blogger and author who writes about leadership and change. He specializes in social media, and has just been named a Forbes Top Ten Social Media Power Influencer.

Mark Babbitt is founder of YouTern, a career-building platform for recent graduates and young people. Mashable named it one of the top five web communities for people starting out in the workplace.

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