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In episode #004 of The Social Restaurant Podcast, I'm delighted to be joined by a friend who's just done some of the best work of his career.

Jay Baer is the author of the New York Times best selling book; Youtility: Why Smart Marketing is About Help not Hype.

Jay is also the founder of ConvinceandConvert.com, a widely read blog on marketing and social business, and he hosts the Social Pros podcast, a weekly show where he interviews real people doing real work in social media. Youtility is also not his first time playing author. He's also a strategist and professional keynote speaker.

This is a quick listen interview at 16:30 in total length. Here's why you should tune in:

- How Jay defines Youtility why this new mindset of marketing can help you keep your brand close to your customers.

- Big brand examples from Charmin and Columbia Sportswear on how they are applying Youtility.

- How Jay defines "Friend of Mine" awareness and how this plays out on social networks like Facebook.

- How brands can insource Youtility and be successful over the long term by tapping the collective knowledge of the organization.

- We end with a 'what if' brainstorm where Jay shares some ideas on how restaurants can make Youtility a part of their marketing program.