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The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter and More Social by Amber Naslund, Jay Baer

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Chapter 2. Find Talent You Can Trust

The spokespeople for your business aren't just the leaders anymore, the ones who are quoted in the New York Times business section or on the cover of your local newspaper. In real-time business, team members of every stripe are on the front lines, as representatives of your company, your brand, and your purpose. They are shaping how it feels to be inside your walls, and they are communicating to the public what it's like to be part of your company.

They represent a new kind of employee whose expertise can come from unexpected places, and whose diverse knowledge can connect distinct areas of your organization. They steward culture: They create, critique, and communicate. They are eager to immerse themselves in diverse knowledge that helps them do their jobs better, and gives them a finger on the pulse of your changing organization. They also have different expectations for their careers, more seamlessly blending their personal and professional presence online, and bringing with them to your company preexisting relationship networks and social graphs.

They are the new interpreters, and they're a critical part of your future.

A Purposeful Team

Whether you think you need a dedicated online team or whether you're going to integrate real-time business responsibilities into existing roles, make no mistake. Absolutely every person you hire, every person you train, every person you unleash on your business is a spokesperson, an ambassador, and a vested representative ...

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