The Thank You Economy, by Gary Vaynerchuk, is about caring about your customers. It is as simple as that. How we cultivate our relationships is often the greatest determinant of the type of life we get to live. Business is no different. Real business happens in the small, personal interactions that allow us to prove to each other who we are and what we believe in, honest moments that promote good feelings and build trust and loyalty.
Mr. Vaynerchuk believes it is important that brands and businesses learn how to properly use social media to develop one-to-one relationships with their customer base.
Word Of Mouth Is Back
Mr. Vaynerchuck tells us about how small town businesses operated in the days of our grandparents and great-grandparents. The customers weren't just walking wallets; they were friends and neighbors. The business owners cared about their customers and tried to please them. Relationships and word of mouth could have a direct impact on an individual's personal and professional reputation, and on the success or failure of one's business. Word of mouth is now back. Social media sites allow us to discuss future purchases with people that we like and trust. These conversations are traveling across the world in real time.
The Heart Wants What The Heart Wants
The ROI of a social media user is deeply tied to that user's sense of community and the emotional attachment he or she associates with a product. Last year, the motherboard on my Dell laptop computer went out. The computer was only 13 months old so I was quite upset. I was even more upset after being put on hold for a very long time by a Dell customer service representative. So, I started tweeting on Twitter about how upset I was with the computer and the customer service. I soon attracted the attention of the Dell social media team. A representative asked me to call him on the phone and he did a great job resolving the problem. I recently tweeted that I think the Dell social media team does an excellent job resolving problems. The next day I received a tweet from MICHAEL DELL (a verified account) that said, "thanks for the nice kudos about our social media team."
I think I will always buy Dell computers ~ the heart wants what the heart wants.
This Book Will Inspire You
Gary Vaynerchuk wrote Crush It!: Why NOW Is the Time to Cash In on Your Passion in 2009. I read that book and I love it. I believe The Thank You Economy explains why a business should use social media marketing and Crush It!: Why NOW Is the Time to Cash In on Your Passion tells you exactly how to do it.
Those who are willing to look are witnessing the humanization of business. It will have one of the greatest impacts on commerce we've ever seen. The brand that touches and creates the most emotion will win.
Read these books and then get busy building relationships with everything you've got!
Please let me know what you think in the comments below.