Social media can expand your reach and draw you closer to your customers -- but only if you do it right. Amber Naslund and her co-author Jay Baer wrote "The Now Revolution" to help companies understand that the most important aspects of their social presence are never seen in their Facebook or Twitter feeds. Instead, to run a truly social business, companies need to re-think the people they hire, the skills they value, and how empowered each staffer feels. These behind-the-scenes changes not only improve morale and retention, but create a company whose staffers naturally think socially regardless of their department.

Watch Naslund in this episode of Behind the Brand as she explains how companies can become more motivated and socially minded. Join the conversation with us on Twitter (@Bryan Elliott) and let us know what you think.

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