Thursday, January 22, 2015

A World Gone Social
A World Gone Social: How Companies Must Adapt to Survive by Ted Coine, Mark Babbitt. AMACOM. 256 Pages
The very first statement in the Forward is dead on!  After 38 years as COO of a 14,000 member organization in the "defense business" I can tell you mass advertising is almost useless, a relic of the past.  Today it is all about customer contact and that means social.  It is pointed out so very well that the key is engagement.  It is very true today that business executives do not write the rules, customers do!  Customers want to voice their opinions and be heard and they want their thoughts acted upon.  Anything else brings inevitable death for a business.  Customers today no longer tolerate being ignored.  This being social today just has to be the "new normal" because it is also what our associates are demanding in the workplace.  As it points out the big issue is not social media, FB, Twitter or some other platform, it is transparency with customers and associates.  Trust is the new competitive advantage.  Organizations must adapt or die!  Peter Aceto gives the bottom line right up front "Less jargon, more sincerity...Less propaganda, more value...Less process, more humanity."  The authors tell us that the 20th century attempts organizations used to fine tune the status quo, Six Sigma, Total Quality Management, the Lean Movement are not real change.  Real change is human change.  It ain't easy but it is essential!  If you are leader of an organization or any part of it, YOU MUST READ THIS BOOK!  Because my space is limited, I just want to share with you a few key points from the book:

Today's organizations find themselves in a catch up mode trying to seize the moment before opportunity passes.  Organizations are just getting into the social age so they can lead, not follow.  Today way to many executives see "social media" as all hype and this must change! Executives must recognize that today the majority of the workforce are Millennials who think differently and they think social.  The authors say so very well, "We as organizations and leaders must adopt social, collaboration, open environment or we simply won't survive.  For many of us who are still entrenched in the old way, we must adapt and change!  If not, we need to get out of the way.  The authors make this critical point, "The powers that be-those previously  able to hoard knowledge-are now impotent rulers and the powers that were."  The article about Stan Phelps purple goldfish is insightful but you will have to read the book to learn more.  Social is how business is done and it works because we are social creatures.  Social media allows us to be more of us.  And we must recognize that both good and bad are magnified in the social media. For sure as the authors share, "the customer holds all the cards."  Businesses do business like the customer wants to do business or they decline and die in time.  Social media provides the customer "a good and bad voice."  Enough bad voices can kill you!  Engagement is key today.  It is no longer a top down issue.Everyone in a business must be engaged to be successful.  In the online era, an online community is critical.  Successful organizations have large online communities that are sharing and self-learning.  And here is the bottom line-"Those unwilling to change will cease to exist."  Key to remember in today's social world is that large is a relic of the past and even large organizations best find a way to be small to survive.  "Flat" is the new normal.  Organization associates from bottom to top must be empowered to make decisions.  Hierarchy is DEAD!  We must have ordinary people with an extraordinary network fully engaged and making decisions.  Jim Claussen says, "My passion is the social organization-or rather bringing the social leader to organizations.  Right now they are about as common as blue unicorn."  So this tells us, we have a very long way to go.  It is pointed out that successful CEO's today must be social and above all they must be sincere.  There is a sense or urgency and there are no two-day courses.  As John Carlzon so appropriately says, "If you are not serving the customer, you job is serving someone who is."  Lest we forget, in today's world, the customer is KING!  Chapter 12 does a wonderful job of sharing that customer service is a leadership issue and we must have leadership by example.Social media is marketing.  John Wanamaker points out that "Half the money I spend on advertising is wasted, the trouble is I can't figure out which half."  Open collaboration is our new normal.  The authors conclude by saying, ours is a world gone wild and to survive you must be on the social bandwagon.
READ this book!
Doug Newberry

I felt A World Gone Social is definitely a timely book & one much needed at this time in our society.  It gives good tips about what to do & what not to do to stay relevant in today's workplace.  Whether doing business globally or locally, we all can learn some new ideas when going online.  We are no longer in the Flintstones era but have progressed to the Jetsons.  The authors break down the segments nicely & in an easy to read format. Terri Bryant, Davie

A World Gone Social can be summarized in 2 single words -personal interaction. The personalization of one human interacting with others and in groups sharing feelings,thoughts,ideas and philosophies via any form of internet forum, Twitter, Facebook , Linkedin etc. will be the glue that will cement relations with customers, clients,  competitors, employees that will shape the corporate and business strategy of the future. 
This well written and documented book can serve as a primer for the whys and how tos  of implementing and using this approach in business, personal advancement, customer service, reputation maintenance and marketing for the 21 century.
The authors showed concrete examples and thorough knowledge of the subject and presented the concepts in an easy to understand and implement format. Highly recommended and hope to use this information in my own medical practice. Marv Stein, Coral Springs

"Social Media" "Social World" how do I as a business leader/manager, employee, job seeker learn to use it to stay competitive in this new computer driven world. Co-authors Mark Babbitt and Ted Coiné provide you the guide on using this new world that not only betters you but makes you a success!
Do not fear the social world, embrace it. 
Society is undergoing revolutionary changes, in order to excel so must business. Personal engagement with employees and customers alike builds trust and loyalty. In this present shock world, a business cannot think that what was said years ago matters anymore. Coine and Babbitt outline and detail a step-by-step playbook on how to identify and fix a failing Industrial Age system and how to forecast a successful system.  
Their "OPEN" concept – Ordinary People, Extraordinary Network - gives you the knowledge that you cannot afford to leave talent, skills, engagement and contribution of many on the table. Decision-making and taking action on the most important strategic issues are no the job of a few but of everyone. 
Customer Service is the leadership issue in this Social Age, customer experience comes first. Businesses and those who want to succeed in bringing their business or message to the masses need to understand how people today are getting their information and what drives them to get involved. Forrest Carper

A World Gone Social serves as a slap of reality to managers who must either hop on the social media train or cower as it runs them over.  The book, however, also provides a guide to addressing the issues surrounding companies' policies concerning and use of social media as a business tool.
My business and I have accounts on Twitter and LinkedIn. I keep up with old friends and new on Facebook and Instagram.  A World Gone Social made my organization's social media presence feel stunningly inept and inactive. The book case studies had me running to the company manual to update our employee social media policy.
A World Gone Social confirms that flat is the new black, and companies must develop strategies for social media that integrate multiple levels of organizational planning including marketing sales, and even production, and that allow for previously unimaginable creativity and interaction inside the company and with clients.
The chapters and sections were separated into manageable pieces, which allowed for reading a little or a lot.  The subject matter and writing style kept me taking on just one more chunk before putting down the book.
Maybe after reading A World Gone Social, I will be able to evolve from a dinosaur into a blue unicorn. Scott D. Rembold, Coral Gables

What does this book have to do with dinosaurs?  They are extinct because of something they didn't see coming or have control over. Social media is having the same effect for business owners who don’t embrace it. Am I a dinosaur? Maybe, just maybe I have had the layers of the onion peeled back for me by reading A World Gone Social by Ted Coine and Mark Babbitt.
As building relationships is the fundamental basis for any business relationship ultimately resulting in profits, now more so than ever this is true.  Using “social” to create trust and “giving” to others rather than looking at “what’s in it for me” is the game changer.
I owned a manufacturing business from the late 70’s through 2007.  Just as social was coming of age I transitioned out of owning a “brick and mortar” business. Now I am working in my own network marketing business. Am I social? Good question. Reading this book is a game changer for me.
So I am going social! I am updating my Facebook page, I am tweeting, participating in LinkedIn conversations, listening to Podcasts and learning to do Podcasts myself. All of this because of reading this book. I believe just as there are no coincidences, I was and am ready for these changes.
A special thanks to you Richard and the connection that has been in place since your days at the Miami Herald doing business book reviews. Tom Hinz, Blue Lake, CA

A World Gone Social seems to have the overall theme of "meet your customers, clients, employers, employees where they are now"
I recommend this book for anyone looking at starting a business as it goes through the history of businesses and how they attracted clients and were managed to where we are today with 3D printers and flat organizations.
As you read and reread the chapters you discover ordinary people are now managers and when a job is done you move on to the next.
Great book and a text to study whether you are a college grad seeking employment or a company finding your customers. Cynergy Egbert

With computers taking over the world of business, it was inevitable that the social net work would follow.
Communication is easy and wide open to everyone. Ideas, thoughts, opinions, and an enormous amount of information is available to share and contribute to.
All manner of opinions, either positive or negative, go viral on the internet,especially if there are visuals included, even if the information is from the past. The information can still be used to destroy a business or anyone working there.
People have many "so-called friends" on face book to share with. There are even lists to add your opinion to that have turned into actual money making businesses. This can be good or bad, depending on the action or reaction of those involved. Unfortunately, social networking can turn into digital bullying resulting in negative results for companys and people as well.
A World Gone Social written by Ted Coine and Mark Babbit  is the perfect survival guide for those who wish to survive in this social driven world where more transparency and accountability are demanded from customers who are better informed. Margot Byrnes, Miami

When leadership of a Business is more conscious of social media, employee’s care more due to a “feel to fail” mentality.  I found the Authors gave clear examples of how to correct mistakes quickly and staying relevant in the growing social landscape are key’s to learning and thriving in the future.  I would recommend this book to anyone looking to make a greater impact Socially. Peter Kihn, Sterling Heights MI

A World Gone Social is the book to  bring you up to speed on the rising tide of social media.  Not only will you learn social’s impact on how business is done, but also learn the importance of jumping in right away if you haven’t already!  The good news is, it is not too late.  Social platforms (Twitter, Facebook, Linked-In and others) are transforming how business is done and what it means to be OPEN (“Ordinary People Extraordinary Network”) for business. 
The insightful analysis of business trends shows that businesses are already moving away from traditional management hierarchies (and so avoiding the ‘management tax’) and toward increasing use of  crowdsourced information and expertise.  The authors show that Social is a definite game changer and dynamic force, similar to the industrial revolution.  It is clear that the information age has matured, and Social Media is disrupting the status quo.  Great handling of this topic – entertaining and a smart lexicon on social media – a must read. Doramary Russell, Coral Springs

My first impression of the business practices this book supports, like to “take your business practices and organization online” was would it really work?   Then I remembered the thesis of a recent book by Siva Vaidhyanathan, called The Googlization of Everything (and why we should worry)  and I thought “be careful”, there might be a tradeoff in this philosophy.  Do we really have to network our personal lives with our work associates, into the business product?  And if we do this, despite the accolades Silicone Valley organizations get, does it necessarily improve organizations and create a successful business model?
I get the point of staying in touch with coworkers when much of our processes are becoming impersonal with no water cooler or lunch breaks, but going to this level with the competition and the customer base is dubious and taking risks.  And what is the purpose of going there, if the primary result is messiness and a complicating waste of time because we’ve overstepped our boundaries.  In large organizations where is a place for families?  Really ...on the net?
Where does the chat and twitter become a real factor, or obfuscation?.  In business there are standards and legal limits that must be maintained,  as anybody whose been stung by an eBay deal can attest to.  This hearsay model of business might be undependable at best.  So why go there?  If this is the new business climate, my question becomes  “Does it meet the customer’s standards and their needs enough to be successful or is the result a throwback and longing for “face-to-face dependability”? James Swaner, Miami Shores

I devoured this book! It helped bring me up to date and is helping me transition from the dinosaur era into the Social Era. I understand what it’s talking about, it’s very easy to read and it makes so much sense. My favorite part was the example of 100 CIOs in an hour, when Ted set out to show the CEO of a company why he needed a social media strategist by using Twitter to identify and, as it turned out, converse with,  100 CIOs. He reached over 1000!  In an hour.

It delights me that the world is becoming more human again, and that the way to beat the bigger is better philosophy is occurring on-line. This book makes it clear that authenticity matters and that honesty really is a good policy. People respond to real. The best takeaway I took from this book is that I no longer view the time I spend on Facebook as a waste of time. Instead, I view it as a productive way of keeping in touch. We may not see each other face to face as much as in decades past, but we can still visit with each other and keep in touch in  a meaningful way. We can all be helpful and participate in being part of the human race, from the comfort of our own devices. As a solopreneur, this is good to know. Welcome to the Social Age. Now go and engage. Anne Bloom Ft. Lauderdale

What an interesting and easy to read book; The World Gone Social is a collaboration between two known authors each in his domain; Ted Coine (leadership development) and Mark Babbitt (social media).
The book is written in a blended style with great emphasize on a flow that takes the reader step by step through the maze of individuals topics.  The headings selected for each segment of each chapter inform the reader well ahead about what to anticipate.
As an industrial psychologist who help the occupiers of the “C” Suite maneuver the landscape of their daily emerging challenges, I see this book as a “Must Read” in every library of a leader of small to medium size organization.
While the average entrepreneur seem to consider social media is outward looking activity, the authors emphasize the like between the “ identity “ of the company which is developed internally and the “image” which is the reflection of the organization outward.  By offering this unique perspective, the authors suggesting that the social media engagement should be look at from a broader perspective and everyone should be involve to their capacity with the input related to the content presented on social media. In summary the book is well written, offers a balanced set of ideas, easy to understand and follow. Doron Zilbershtein, Miami

There is a whole new world out there. As a social media neophyte, this book was eye opening and extremely informative.  I really enjoyed the examples and comparison stories of how companies or individuals used the power of social media to impact their agenda. The best story of all is the United Airlines guitar incident.  After growing his viral video to over 11 million viewers, he is now on the speaking circuit talking about the situation among other things.    
From a business standpoint, a huge take-away is the difference between the companies that engage in social media and the ones who use it for self serving purposes.  It's apparent the ones who engage will still be around in the future.  However, there is a significant business opportunity for someone who can assist those "dinosaur" companies that don't understand the engagement factor.
Overall, a must read for someone who needs to understand the power of social media. Greg Alexander, Plymouth, MN

The title of this book piqued my interest.  Social Media, for example, Facebook, Twitter, LinkedIn, etc. (the writer is a member of these and other Popular Social Media sites) has become a major force in our world society along with the advancements of Smartphones, Pads and computers.  These devices are used in communicating and searching for information.  These devices are plentiful and are what makes Social Media so popular.
The book is about reasons that businesses (including the top people) should use and be acquainted with Social Media.  These reasons to use Social Media are primarily to be in personal contact with the customer and also to solve issues through your following in Social Media (Called in the book - OPEN, Ordinary People Extraordinary Network).
 I think all the major retailers such as Target, Home Depot, Walmart and others already use Social Media extensively for marketing purposes.  This is called business to consumer selling.
Some of the reasons presented for using Social Media are not valid examples and may not be justified.  This is particularly true for Business to Business selling.
There is an added cost in the use of Social Media.  The book indicates that Social Media should be used instead of traditional marketing methods such as print, TV and other Media. This will keep the total marketing cost about the same.  It does seem to be true that Social Media will give you more contact with the customer and help you solve problems or get information quickly, but at what cost?
Social Media is hard to evaluate in its effectiveness, but the book does acknowledge that and gives arguments on why companies should do Social Media.
The book is a good sales tool for the authors if you plan to be more involved in Social Media their consulting would be useful.  The book states that they have been involved with Social Media almost from its birth.
 We do need to learn about Social Media and where it is going.  The book is helpful in detecting what the trends are for Social Media.    Gordon Ettie Miami, FL


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