Table of Contents
Acknowledgments xi
Preface xiii
Part I Welcome to the Thank You Economy 1
1 How Everything Has Changed, Except Human Nature 3
2 Erasing Lines in the Sand 45
3 Why Smart People Dismiss Social Media, and Why They Shouldn't 51
Part II How to Win 85
4 From the Top: Instill the Right Culture 87
5 The Perfect Date: Traditional Media Meets Social 111
6 I'm on a Horse: How Old Spice Played Ping-Pong, Then Dropped the Ball 119
7 Intent: Quality versus Quantity 131
8 Shock and Awe 141
Part III The Thank You Economy in Action 149
9 Avaya: Going Where the People Go 151
10 AJ Bombers: Communicating with the Community 155
11 Joie de Vivre Hotels: Caring About the Big and Little Stuff 167
12 Irena Vaksman, DDS: A Small Practice Cuts Its Teeth on Social Media 177
13 Hank Heyming: A Brief Example of Well-Executed Culture and Intent 187
Conclusion 193
Part IV Sawdust 199
More Thoughts On ... 201
Part V How to Win in the Thank You Economy, the Quick Version 231
Notes 235