“Word of mouth is back.” So states Gary Vaynerchuk in his book The Thank You Economy, which studies the ways businesses can harness the power of social media to become more customer-focused than ever before. Vaynerchuk recalls a time when small businesses succeeded or failed based on word-of-mouth reviews from the members of their communities. When businesses first moved online, the economy entered what Vaynerchuk refers to as a “customer service dark ages.” He notes that because businesses no longer needed to interact with customers face-to-face, and because customers had few ways of making their dissatisfaction known, companies could afford to spend less time, money, and attention on customer satisfaction without losing much business.
According to Vaynerchuk, things changed again with the advent of social media in the early 2000s. People began sharing their experiences not only with family and friends but also with an entire online community. Businesses could no longer afford to let a few unhappy customers go, because those few would then post their complaints and negative reviews online for everyone to see. Likewise, positive experiences were shared with others and spread a message that no amount of advertising dollars could accomplish.
The Thank You Economy is an indispensable guide for any business looking to learn about the benefits of social media in today’s economy. Using real-world examples, including his own experiences as a business owner, Vaynerchuk offers a compelling argument for social media and personalized customer service, while his witty, conversational tone makes the book enjoyable as well as informative. Anyone interested in building a strong social media presence and connecting with their customers in a way that will benefit both the company and the customers should check out Vaynerchuk’s book. For more information about The Thank You Economy, visit www.thankyoueconomybook.com.
Editor’s note: This book review is purely for informational purposes. GraVoc Associates, Inc.is in no way affiliated with the authors of the book or the company that published it.