The Thank You Economy - Book Review

Title and Author: The Thank You Economy by by Gary VaynerchukSynopsis of Content: In the old days small businesses had to pay attention to customer service. As business became bigger and more impersonal however customer service suffered. The author here argues that social media has brought good customer service back. To be successful in this new social media driven economy a business, no matter the size, must have a genuine commitment to customer service. This must start at the top.When using social media to advance your business you must concentrate on quality over quantity. The new technologies and attitudes brought about by them make marketing more challenging than ever.This means that good manners are back in style and are crucial. Building and preserving a good market reputation has become essential. At first it was thought that the internet was so large it was effectively impersonal, but as the social media have developed it has become in personal. Customers talk to the
company and more importantly to one another.Many of the traditional business measurements, such as ROI and metrics, do not seem clearly apply to social media use yet failure to use it properly can be disastrous.The book then goes on to explain how to best use social media to advance and protect the business' position, reputation and relationship with customers and employees. The author uses some case histories, stories about a hotel, dentist and attorney who have effectively used social media to market their business.Readability/Writing Quality: Easy to read. Well organized. Good examples in the case histories at the end.Notes on Author: Gary Vaynerchuk is an author, speaker and marketing specialist. He founded WineLibrary and VaynerMedia. He also wrote the book, Crush It.Three Great Ideas You Can Use:1. One effective tool in social media, if used correctly, is shock and awe. This method involves an offer or product demonstration that will shock and get attention. This then
draws viewers to your site and sets you up for further marketing.2. The author advises businesses to "trust your people"; to allow them to Tweet and use other social networking systems without censure. This may be the most controversial suggestion in the book but one worth thinking about. It is intended to promote an honest and open communication line amongst employees, between employees and the company and with customers.3. Commitment to customers must be authentic. This requires top down commitment - really taking an interest in your customers and demonstrating this.Publication Information: The Thank You Economy by Gary VaynerchukCopyright 2011 by Gary Vaynerchuk. Published by Harper Collins Business.Over all Rating for Book: Very good.Writing Style: Easy to read.Usefulness: Reflects an important change in the business environment; definitely relevant and useful.Difficulty: Moderate

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