There are many guides out there that teach businesses how to tactically use social media, but few that discuss how to adapt all your departments to its uprooting effects.
That’s what Amber Naslund says, and why she co-wrote The Now Revolution with Jay Baer, a book that focuses on helping businesses develop a “horizontal strategy” to handle the impact of social media. Naslund appeared on Behind the Brand to talk to Bryan Elliot about her book, and her advice for businesses.
“Social media is really easy to get into, but we don’t have a lot of suggestions of what happens when it goes right,” Naslund suggested. “Slow down. Consider all the areas social could touch… like product development and customer service.”
As the former vice president of strategy for Radian6, a popular social media measurement tool, Naslund has experience helping businesses figure out what kind of returns to expect from investing in social media. She said that innovating and trying new things may mean you can’t use traditional benchmarks to measure how well your new strategies are performing.
“If you’re doing something new, you kind of have to look at its success a little differently,” Naslund said. “It’s not that it can’t make money out of the gate, you just can’t tell what it’s impacting immediately.”
Click above to watch the whole interview with Naslund, and tell us what you think in the comments.
More Recent Episodes of Behind the Brand:
- The New Rules of Relationship Marketing [VIDEO]
- Why You Should Stop Marketing and Fascinate Your Customers Instead [VIDEO]
- How Kawasaki Motorcycles Is Using Social Media to Get Ahead [VIDEO]
Article source: http://feedproxy.google.com/~r/Mashable/~3/xlk9g9flf2Y/