I struggle to read books sometimes. The only ones I fly through are those with some modicum of engaging writing style and about baseball. Some books it takes me months to get through just because I have the attention span of a gnat.

But on Tuesday of last week I picked up my hot-off-the-presses copy of The Now Revolution by my friends Amber Naslund and Jay Baer. I started reading on a flight from Tampa to Austin. It was 3:05. I put it down, completely read, cover-to-cover, at 4:45. I didn’t even stop to pee.

The Now Revolution is required reading for businesses and organizations, large and small, to realize how to operationalize, hire for and become a social business.

It’s not another social media book. It’s a business book that looks at a 30,000-foot view of seven fundamental shifts your operation will need to make to truly embrace and become social.

I was honored to be in the audience for the book tour’s first kickoff presentation, at MarketingProfs Digital Forum in Austin last Wednesday. The talks that Jay and Amber will give over the next six months at locations dotted around the globe will help you understand why the book is not just important for your business, but required reading.

After their MarketingProfs talk, I dragged them both to the speaker ready room and drilled them on some of the concepts in the book. Here’s my interview:

Yes, Jay and Amber are close friends. Yes, I’m inordinately proud of this book more than probably any other I’ve had the pleasure to read as a result. I got a little misty-eyed at the end of the interview there because I love those two like a brother and sister.

But if the authors were Random She and Random He but the content was the same, I’d tell you The Now Revolution is about to become one of the most significant business books of 2011. It’s that good.

My only criticism of the book was that the chapter on measurement was a little thin. I break social media marketing down into six purposes (or business benefits). Jay and Amber broke it down into three. While my six fit into their three, I felt like there needed to be more delineation and detail there. But as Jay told me, “We didn’t want it to then become a measurement book.”

He’s right. This is a high-level conceptual book that everyone from the CEO to the community manager needs to read. For people who don’t “get” social media, it will be a Godsend. For those who do, it will become your new favorite book to recommend.

If you don’t agree, come back and tell me why. I’m buying a box of copies for clients and friends as we speak.

NOTE: All the book links here are affiliate links. If you buy a book through Amazon as a result of them, I get a cheeseburger. I like cheeseburgers.

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About Jason Falls

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • Ilana Rabinowitz

    Jason,

    Have a cheeseburger on me. If you hate to read books but love this one that tells me a lot about this book. The fact that you take issue with some of the finer points gives me further confidence. My only question before I buy is ebook or paper.

    Just a thought for new authors and interviewers– if there is any reason to get one form over the other, it is worthwhile mentioning as part of a review.

    • http://socialmediaexplorer.com JasonFalls

      I'm a tactile guy. I need the book in my hand. eReaders have always been

      annoying to me. I use real world books to calm the screen burn. Heh.

    • http://www.convinceandconvert.com jaybaer

      The book includes a ton of supplemental materials (videos, podcasts, PDFs, websites) that are accessible in the printed form by a series of Microsoft Tag QR codes. The kindle/nook version does that a little differently. Thus, we feel like the printed version is slightly superior, but are grateful for your support in any format whatsoever!

  • http://www.convinceandconvert.com jaybaer

    Truly, truly honored by this Jason. We didn't write the book for people like you. But the fact that even in your advanced state of social evolution you found a lot of value in it is a huge confidence boost for us.

    We're really proud of what we've created, but you never know until others start reading it.

    Many, many thanks. Can you copy and paste your written portion into Amazon please? We need to get some more reviews in there.

    • http://socialmediaexplorer.com JasonFalls

      Doing it now.

  • http://insightsandingenuity.com heatherrast

    I love both authors writing styles and respect their thinking. Anxiously awaiting my own copy of The Now Revolution – hopefully this week! Cool idea to share the book with clients – I did that for awhile with Get Content, Get Customers and found that clients really appreciated a thoughtful, useful gift that helped shine light on their business problems. I know you'll find the same.

  • http://twitter.com/HighImpactMom Amanda

    Best. Disclosure. Ever. And off to purchase the book.

    • http://socialmediaexplorer.com JasonFalls

      Awesomesauce! Enjoy!

  • JessOstroff

    This is getting me excited for all the tour dates to come! Looking forward to seeing you lovely people real soon. Don't retire yet!!

  • http://socialbutterflyguy.com/ DJ Waldow

    Halfway through The Now Revolution and already having similar thoughts, Jason. Wonderful stuff. Thanks for taking the time to do an original book review – video interview with the authors! Truly awesome.

  • http://chuckhemann.com/ Chuck Hemann

    Jason – Thanks for doing this interview. Looking forward to picking up the book this weekend and checking it out. I, like you, love Amber and Jay. Of most interest to me was the discussion you had about metrics. I like the way you guys are thinking about it, but wonder if it can even be boiled down a level further. Instead of 2 or 3 buckets, I think this ultimately gets down to tactical (or program) and behavioral metrics. That makes a little more bulky, probably, but the simple scorecard is usually the one client's understand. I think they generally understand metrics associated with social platforms, and have (to varying degrees) understood how communications impacts behaviors.

    Any way you slice it, the way Jay and Amber are talking about it in this book makes complete sense. It certainly isn't the measurement hogwash we're all used to seeing constantly.

    Again, thanks for doing the interview. Enjoyed it. Can't wait to check out the book.

    • http://socialmediaexplorer.com JasonFalls

      I'd bet if the four of us got together, Chuck, we could hammer out some

      magic. I think I go a little more granular than their book, but I think they

      go a little more granular in practice because, as you indicate, it's really

      dependent upon what you're trying to do with that client at that time with

      that audience. Measurement will never be a single scorecard that everyone

      uses the same way. You'll enjoy the book. Let's arm wrestle over measurement

      in Austin sometime soon, okay?

      • http://chuckhemann.com/ Chuck Hemann

        That would be a good time, I'm sure. Perhaps we could sell tickets during SXSW? Heh.

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