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Reviewed by Susan van der Walt for Readers' Favorite
In Leading in A Social World, R Aaron Templer turns our perception of social media marketing on its head. He considers social media the area of leaders and customer service, not marketing. He sees building social capital as a leadership skill, and the goal of forming connections on social media should be to lead, not convert leads to customers. Social capital builds a community through mutual trust, providing value, reciprocity, and shared belief systems. Customer service should be in the midst of the conversation on social media, interacting with customers and even encouraging customers to share their experiences to help others.
Leading in A Social world is a theoretical investigation into businesses' current use of social media and offering an alternative. I feel that R Aaron Templer has made a valid case why leaders should build social capital and why social media should be the arena for customer service and not marketing. His examples of real businesses' ways of creating social capital highlight his arguments and give different ways of how companies can accomplish this. He shows that social media offers leaders a way to focus on smaller groups, making it more affordable to reach them, build meaningful relationships, and thus acquire social capital. Also, current customers can assist with customer service by sharing their experiences. I did enjoy the summary chapter at the end of the book for those who like to skim content and get the gist of the book because they don't have the time to read all available books on a topic.