The Thank You Economy by Gary Vaynerchuk Book Review
In The Thank You Economy by Gary Vaynerchuk, his book following Crush It, he talks about the importance of building meaningful relationships with your customers through social media and the internet. He talks about how getting in the “social media trenches” with customers can have a huge impact on business because it can create a personal connection and brand loyalty.
This book talks about investing in the customer relationship first before trying to sell them something. Many people “try to close too early” claims Gary.
Here are a few examples in the book of excellent customer service.
- Gary gives an example of a geeky Canadian YouTuber named Pierce Ruane who made a video calling 50 Cent a “media whore” that went viral. 50 Cent, not liking the negative attention, flew him to NYC so the two of them could hang out and have a good time. As you can probably guess, Pierce Ruane didn’t call 50 Cent any more names after being shown love and respect by the famous rapper even though he didn’t deserve it.
- Gary recommends doing a Twitter search to find people who are talking about a product or service you provide. For example if someone mentions on Twitter that they are thirsty, and you work for Vitamin Water, you could send them a free bottle. This would make the customer feel very special and would earn you a loyal customer.
- Gary recommends writing a handwritten ‘Thank You’ card with some free gifts to your biggest buyers.
Use social media to address problems
Some people are afraid to put up fan pages on social media because they are worried they will get negative comments that could hurt their reputation. In the book, Gary actually says, “You want negative comments to show up on your fan page. The person who posts a negative comment is a customer you can talk to. The customer you should be scared of is the one who has a bad experience, doesn’t say a word, and never returns.”
- The CEO of Boloco Burritos searched Twitter for the word Boloco and found someone tweeting about Boloco complaining that the music was too loud. The CEO then contacted the manager who then turned down the volume and checked with the customer to make sure everything was OK. The customer, amazed at the excellent service went home and wrote a blog post about it.
People laugh at me because I get so pumped about the New York Jets. Well, how is that any sillier than standing in line for nine hours to get the first copy of the newest book in the Twilight series? … Now that brands are touchable, there’s no reason to think that with some creativity, they can’t create the same emotions as a sports team or a pop culture event. The brand that touches and creates the most emotion wins.
The new world of the internet and social media brings many new ways to connect with your customers. This book shows the importance of forming relationships with your customers and many examples of how to do it.
I hope you enjoyed my book review of The Thank You Economy by Gary Vaynerchuk.