TYE Offers a New Way For Doing Business

When we think social media, we think the wave of the future. We think of the interconnectivity that it will provide over the years to come.
Ironically, one lasting effect is that it returns us to the small-town atmosphere that was common in the 50s and 60s. Social media creates one giant, small town, where people talk. Everybody knows what everybody is doing. In a way, the future is like Mayberry.
This concept is the main idea behind Gary Vaynerchuck’s newest book, The Thank You Economy. The way the world does business is changing. Instead of pumping marketing dollars into the tried and true mediums of radio and television, companies will do better to invest in a personal platform.
One person can influence thousands in their social network simply by tweeting or posting about their favorite brands, Vaynerchuck writes. Companies can provide a broader, more personal approach by taking advantage of this.
Vaynerchuck uses the example of a theme park. Instead of dumping thousands into a traditional television and radio campaign, they would get more out of providing a “Willy-Wonka” like experience for a handful of customers. There’s a lot of potential for a small group of people with all access to the park, a few cameras and the instruction to post their exploits in their online communities.
The buzz created by this act of good will would resonate deeper than the traditional ad campaign, he argued.
Social media has made consumers more accustomed to this personal level of interaction from businesses. Instead of talking at customers through the traditional “megaphones,” they’ll do better to talk with people on a one-on-one basis. Social media gives consumers leverage in the process again, making customer service hugely important.
Like Crush It, the TYE is also filled with wonderful insight and ideas from someone who is on the forefront of social media. He discusses some current campaigns that have worked well, and some not so well. He discusses several ideas that he has had for businesses and how they can leverage the power of social media.
This book provides an excellent glimpse at the culture social media creates. It’s written for a wider audience than his first book, Crush It, which is more of an entrepreneurial how-to.
I highly recommend this for anyone looking to make sense of the business community moving on in the future.

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