Thursday 18 January 2018

Business: Navy seal social strategy for big business

The Thank You Economy By Gary Vaynerchuk

John Mulligan

John Mulligan

Gary Vaynerchuk thinks any company that doesn't embrace social media is going to die. But the difficulty for many businesses -- big and small, but particularly larger ones -- is in developing a coherent social media strategy, implementing it properly and ensuring it evolves.

Vaynerchuk argues that we're at the beginning of what will be seismic social change.

"I believe that we are living through the early days of a dramatic cultural shift that is bringing us back full circle," he says.

He takes a big leap by suggesting that our world is going to be like that in which our great-grandparents lived, where interaction on a local level was the norm. The only difference now is that we use applications such as Facebook and Twitter to do it, he says.

Vaynerchuk could never be accused of being modest. He built his family's off-licence business into a much bigger brand and to an online business that has an annual turnover of about $45m (€35m). He's an unashamed self-publicist who also runs a social media strategy consultancy.

His book is as much about why companies should develop effective social media platforms as about how they need to up their game in dealing with customers.

"A small company might be able to win the war by relying on social media alone, but a larger company should think of social media as the Navy SEAL unit of its armed forces," he says.

"Small, targeted, and hugely effective when deployed, it doesn't go out to win the war on its own, but without it, the troops are at a huge disadvantage."

He's clearly very enthusiastic about his work and the potential of social media, if very preachy at times.

If you're looking for specific solutions, you won't find them, and there's little exploration of how crammed the social media space has become.

There are so many platforms that it's easy to understand why it's difficult for some companies to develop a coherent strategy.

This is a ra-ra book, one that is meant to, to borrow one of Vaynerchuk's favourite words, "pump" you up. It is intended to get companies thinking about strategy.

There might be a fair bit of hot air, but the ultimate message is a fair one -- social media is a potentially powerful tool. Harness it properly and it could transform your business.

Available with free P&P on or by calling 091-709350.

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