Practical advice for managers on how the Web and social media can help them to do their jobs better Today's managers are faced with an increasing use of the Web and social platforms by their staff, their customers, and their competitors, but most aren't sure quite what to do about it or how it all relates to them. Organizations Don't Tweet, People Do provides managers in all sorts of organizations, from governments to multinationals, with practical advice, insight and inspiration on how the Web and social tools can help them to do their jobs better. From strategy to corporate communication, team building to customer relations, this uniquely people-centric guide to social media in the workplace offers managers, at all levels, valuable insights into the networked world as it applies to their challenges as managers, and it outlines practical things they can do to make social media integral to the tone and tenor of their departments or organizational cultures. • A long-overdue guide to social media that talks directly to people in the real world in which they work • Grounded in the author's unparalleled experience consulting on social media, it features eye-opening accounts from some of the world's most successful and powerful organizations • Gives managers at all levels and in every type of organization the context and the confidence to make better decisions about the social web and its impact on them
Foreword by Andrew McAfee ix Introduction 1 1. We All Need to Grow Up 5 2. Ten Steps to Success with Technology 9 3. The Ultimate in Democracy 15 4. Leaving a Trace 21 5. Evolution on Steroids 27 6. Writing Ourselves into Existence 33 7. Literacy Re-discovered 39 8. Mass Illiteracy 45 9. Stating the Obvious 51 10. Volume Control on Mob Rule 57 11. Dealing with a Boss Who Doesn't Get It 63 12. The More You Give the More You Get 69 13. Ooh, That's Interesting 73 14. The Network of Networks 79 15. Real Leaders Have Followers 85 16. Real Friends 91 17. Too Much of a Good Thing 97 18. Globally Distributed Conversations 103 19. Conversations Can Only Take Place Between Equals 109 20. Management by Being Interested 115 21. Asking the Right Questions 123 22. The Meaning of True Collaboration 129 23. War of the Worlds 135 24. The Inside is Becoming the Outside 141 25. Your Staff are Your Best Advocates 145 26. Creatively Messy 151 27. Innovation and the Forces of Disruption 157 28. No Such Thing as Conscripts 163 29. Heading into the Great Unknown 169 30. Be Strategically Tactical 175 31. Back to Front ROI 181 32. The Price of Pomposity 187 33. Managing the Mess 193 34. We Need More Rubbish 199 35. Lines in the Sand 205 36. Small Pieces Loosely Joined 211 37. Unleash Your Trojan Mice 217 38. Don't Feed the Trolls 223 39. When the Shit Hits the Fan 229 40. Crisis Management 235 41. The Best Way to be Safe is to be Open 241 42. Radical Transparency 247 43. The Revolution is Within 253 44. It's Your Party ... 257 45. A Final Word 263 A Note About Technology 267 Reading List 271 About Euan Semple 273 Index 275
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