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I just finished reading Gary Vaynerchuk's book, The Thank You Economy. I've been following him for about four years now. Gary can see things that are years down the road from becoming mainstream, and is a social networking beast!
There's been many discussions about social media, and frustration on the part of internet personnel trying to get their dealers on board. This book really breaks down the integration of social media to your business. I'd recommend reading it, then giving it to your GM to read, and he can pass it on to your dealer principal to read.
Over the years, Gary has had many critics, because his understanding, and views are way forward thinking. However, large corporations, i.e. Pepsi, have retained his consulting services for their own social networking part of their business. Google has had him go and speak to them about what his opinion, idea's are as to where technology is heading. You can check out some of his presentations on YouTube, warning they may contain graphic language. He's very real, and passionate about what he says.
He says something that will resonate a lot for some of you. This is from his book:
"Companies that resist the Thank You Economy are going to see an exodus of talent. The people who understand where the culture is going but don't get support from their companies are going to find the courage to leave for new pastures....
One day these companies are going to realize that they have to get on board. They're going to look internally for the leaders to take them there and execute, and find that the people they need bailed out of frustration a few years earlier. They didn't appreciate what they had until it was too late."
I can think of a couple companies that I worked for that will end up in this situation.