Engage employees. Then, engage customers.

Trite and true.

We already know the web has revolutionized the way we do things. As trite as the term “digital revolution” can be, it’s a very accurate description of the last few years in our society.

It’s definitely revolutionized how we travel – from finding directions via Google Maps to buying plane tickets on Expedia.

It’s revolutionized the way we shop. Can’t get it locally? No problem – when we can shop anywhere, globally.

Examples could go on forever. From online activities to the very way consumers are in control now, rather than companies.

All of these ideas are discussed in circles everywhere online and offline.

Recently, though, a few articles made me think about some even bigger shifts in our society – the next big things to be revolutionized, if you will.

First, a bit more about digital marketing.

A few months ago, results of a Wetpaint and the Altimeter Group study announced a great answer to the infamous question social media marketers face…
“What’s the ROI on social media?”
(Without fail, usually one of the first questions all businesses ask about social media – whether they’re skeptical or not.)

Of course, the quick answer is:
“It’s about engagement, not conversions.”
But this study actually found that deep engagement with customers through social media correlates to better financial performance.

The most engaged companies in the study saw an 18% increase in revenues over 12 months. Compare these companies to those who weren’t engaged and saw a 6% decrease in revenues over the same period.

So, sure, it’s great for engagement, but ROI, too? Even better.

The catch. The companies who had the biggest increases in ROI were deeply engaged. This study defined deeply engaged as having:

“…dedicated teams, however small, active in the social media channels they utilize. The study found that the most successful teams evangelize social media across the entire organization to pull in a broad range of stakeholder.”

You can read more about the study here, but what struck me was the evangelization of social media across an entire organization. A large undertaking.

Now, my actual point: the next big revolution…maybe.

Another article I recently read discussed customer loyalty –  more difficult with the less personal nature of online customer interaction.

For better loyalty, Gary Edwards, Executive Vice President of Client Services for customer experience management company Empathica, recommends “ensuring that all employees – from the top down – know your mission and live that mission while at work.” (Read more about this one here.)

So, now, some equations:

• Deep customer engagement through social media = increases in revenue
• Deep engagement through social media = evangelization of social media across an entire organization
• Customer loyalty = ensuring all employees know and live your mission while at work

To me, it seems these points are saying:
To have loyal customers that are going to continue spending money with you, you better have some loyal employees you trust to evangelize your brand.

Yes, in simple ways, the web has already revolutionized hiring. Another equation:

• Pictures of horrifying behavior on Facebook ≠ responsible adult career

But, does a move to how companies find success – by completely and totally engaging with customers online, anytime, anywhere – mean the web is about to further revolutionize how we’ll hire employees in the future?

Sure, a potential employee might have a clean, innocent Facebook page and an impressive LinkedIn profile, but can she be trusted to engage with customers? Can she properly communicate the company culture, mission, and more to them, all without supervision?

In some companies already completely dedicated to social media, this revolution may have happened. In other companies that haven’t jumped on the social media bandwagon, might this movement to genuine online engagement strategies impact hiring – whether companies are primarily online or not?

If shopping, travel, or any number of other examples are any indication, this change will be the case. Digital is still revolting, and we’re all just along for the ride, wherever it might take us.