The Problem With “ A World Gone Social” . . .


I have this really great problem … I cannot decide what I like most about A World Gone Social: How Companies Must Adapt to Survive by Ted Coine and Mark Babbitt.

This book has so many helpful and well-written sections that I cannot decide which is the most important or useful to us.   Should I emphasize that …

… the authors “get” the impact of social on our society and on business in so many ways, large and small?

… the ongoing and detailed focus on real engagement (top down and personal)?

… the the wide variety of real-world examples of how we are living into a social world, whether we recognize the ongoing transformation or not?

… this is a well-researched and organized summation of how the business and social landscapes have changed over the past few decades and years?

… the inclusion of well-defined concepts, such as the rules for social engagement listed on page 60 and referenced throughout the book, provide extra value?

… the tools, such as rules for community engagement in the social era (pages 68-72) or the diagnostic question list for organization readiness to be Social (page 147), either of which would easily and quickly return value to the organization way beyond the price of the book?

… that they talk not just about the business applications of social for recruiting, customer service, and engagement, among other functions, but also talk about the strong potential for doing good in the world?

… that the authors eschew the terms “Social Media” and “Social Networking” by using the more widely applicable term “Social” to describe this world change?

… that they include some of my favorite horror stories about customer service nightmares, such as the United (Airlines) Breaks Guitars on YouTube  fiasco and Target’s Very Black Friday (actually the Thanksgiving Thursday they “asked” employees to work) to illustrate the power of online communication for customers and employees who feel mistreated?

… that they are even-handed enough to point out the dangers of Social, including an excellent dissection of “trolls” and an emphasis on the need to verify online information (think critical thinking skills)?


share_13No, my favorite thing about A World Gone Social is that I could continue to list important points raised in this book until the cows come home … 


If you already feel the change and understand the reality of our increasingly social world, you will find your head nodding often in agreement with what Ted and Mark have to say. 

If you are not yet convinced of the impact that technology is having in the areas of recruiting, marketing, selling, customer service, and engagement, you will find ample information that will help you understand better. 

Bottom Line:  Wherever you are in the knowledge curve around the impact of social on business, this book will better equip you to roll on down the road to our future.

For a little more, here’s a short video about A World Gone Social:

In the meanwhile, I plan to kick back and finish reading this book … I sense more learning lurking in its pages.

Enjoying a book that is making converts while it preaches to this choir in the Heartland ….




Ted Coiné is co-founder of Switch and Shift, a leadership community that believes organizations – in order to thrive in the Social Age – must build trust-based relationships, lead with purpose, and enable employees to do work that matters.

A noted blogger and speaker, Ted was recently named a Forbes Top 10 Social Media Power Influencer.

Ted lives with his wife and two daughters in Naples, Florida.



Mark Babbitt is CEO and Founder of YouTern, a social community for college students, recent graduates and young professionals that Mashable calls a Top 5 Online Community for Starting Your Career.

A prolific blogger and speaker, he is also President of Switch and Shift and a co-founder of

Mark is the father of five and a grandfather; he and his wife call Seattle home.


Disclaimer:  Yet another book received to review as part of a book launch.  I continue to do a little happy dance every time I receive another title and this one is no exception.  The value of this title and its reinforcement of what I deeply believe as the future of business and leadership make me smile.  I was under no obligation to make positive comments or even like the darned thing … but I do.