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March 31, 2011
Giving Your Brand The Upper Hand Through Social Media
By Jay Baer
Let's not lose our minds, okay? Sure, social media is transformative, because it changes the company to customer relationship from its historical "master and servant" to something closer to "peer to peer." But even transformative shifts don't dictate that you can rewrite rules and rationality.

Baseball is the longest of professional sports seasons. 162 games (after 40 practice contests in the Spring), spread over more than half a year. There's a baseball axiom that says a team will win 60 games and lose 60 games each year on general principle and randomness. It's the other 42 games and their outcomes that separate good teams from terrible ones.

Social media is the 42 games of your business.

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