11/13/2013 10:29 am ET Updated Jan 23, 2014

How to Operate a Social Business (VIDEO)

Amber Naslund and her co-author Jay Baer wrote The Now Revolution to help companies and entrepreneurs understand the implications and transition from social media to social business and how to succeed in a connected economy. Naslund makes the point that social business has implications about who you hire and how you train them. One common question not easily answered these days is whether companies should let their people use social media platforms like Facebook and Twitter.

But Naslund explains that the new social business model can help us improve retention and morale as companies help make people feel more a part of the decision making. "Someone has to be the champion. Change doesn't work by mandate. Change often happens when it feels like it's (at least partly) your idea."

Naslund believes people need to feel empowered and responsible for the outcome. Social business works best when all of the business units are social. In the past marketing or sales have been the starting points. But now with companies like Zappos and others turning to Twitter for Customer Service companies are finding new ways to bring social into their culture. As useful as these tactics are they should be treated as a starting point not end point. It's not about tool or platforms. It's about how we behave.

Watch this episode of Behind the Brand with Amber Naslund as the former music teacher and VP at turns back to her entrepreneurial roots. Join the conversation with us on Twitter (@Bryan Elliott) and let us know what you think.