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Smart Business, Social Business: A Playbook for Social Media in Your Organization (Que Biz-Tech) Hardcover – July 24, 2011

ISBN-13: 978-0789747990 ISBN-10: 0789747995 Edition: 1st
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Editorial Reviews

From the Back Cover

“To thrive and win in the dynamic new world of social business, you need a strong foundational understanding, a clear and purposeful strategy, and playbook to turn concepts and intentions into actions and results. Michael Brito delivers these essentials so you can get going--now--on the path to social business success. Read, conceptualize, customize, execute, win.”

Mark Yolton, Senior Vice President, SAP


“It’s time to get serious about social media execution. Michael Brito shows you how. This book will transform your thinking and inspire change across your organization.”

Clara Shih, Author of The Facebook Era and CEO/Founder of Hearsay Social


“It isn’t enough to just be on Twitter and Facebook to be ‘social’ in business today. Michael Brito expertly leads you into the 2012 world where being social in business is expected, not an extra frill done by some geeks in the corner. This book will get your company up to date and will show you the management and tooling changes you need to make to keep up with the Facebook generation.”

Robert Scoble, Chief Learning Officer, Rackspace


Smart Business, Social Business should be in the hands of every executive who knows social media is transforming the way we do business and doesn’t want to get left behind.”

Ben Parr, Editor-at-Large, Mashable


“Michael Brito is one of the real deals. In a world where it’s hard to find accredited sources in disruptive technology, Michael Brito has brand side experience, as well as agency side perspective. His new book is a likely desktop reference for organizations to understand the social customer and to humanize its business operations.”

Jeremiah Owyang, Partner, Altimeter Group


“It’s clear now that every business needs to begin its transformational journey towards becoming a social enterprise. This book gets right to it with practical steps to take, models to follow, roles to create, and case studies to inspire. The essence of today’s modern thinking in one nice, neat package.”

David Alston, Chief Marketing Officer, Radian6


Become an Authentic, High Performing, and Collaborative “Social Business”

...and Reap the Rewards of Driving Real Business Value


You’ll learn how to

• Transform from a “social brand” to a fully collaborative “social business”

• Have productive internal conversations with stakeholders that lead to successful external conversations with the community

• Create effective organizational models that drive collaboration and communication

• Overcome the conflicts of social media ownership from behind the firewall

• Tear down the “organizational silos” that prevent crucial collaboration

• Select the right social media tools, technologies, and agencies that will add value to the business

• Implement moderation strategies and governance models that address social media policies and procedures

• Embrace today’s new social customer and implement a next-generation “Social CRM” strategy

• Measure the effectiveness of your social media presence and initiatives

• Utilize social techniques to engage better talent and put it to work

• Use community feedback to shape your business models, products, and processes


Many companies are active on Twitter and Facebook…have blogs and online communities…but behind the firewall, chaos, anarchy, and conflict reign. In this book, top social business expert Michael Brito shows how to build a rock-solid internal framework to operationalize social media and make external engagement and community building more effective, meaningful, and sustainable. Brito systematically reviews the people, process, and technology obstacles you’ll face within the organization, and shares best-practice solutions drawn from his extensive experience with leading-edge brands. Step by step, you’ll learn how to humanize business operations and build a collaborative organization that can effectively engage with the social customer.


About the Author

Michael Brito is a vice president at Edelman Digital and leads the digital team in Silicon Valley. He provides strategic counsel, guidance, and best practices to several of Edelman’s top global tech accounts and is responsible for driving new business, growing existing business, mentoring junior staff members, and maintaining strong client relationships. Previously, Michael worked for major companies in Silicon Valley, including Sony Electronics, Hewlett Packard, Yahoo!, and Intel Corporation, working in various marketing, social media, and community management roles.


He is the founder of Silicon Valley Tweetup and is actively involved in the Social Media Club, Silicon Valley Chapter. He is a business advisor for the social media marketing company Izea and online resource; a business advisor to Lonesome George & Co.; and he is an early investor of social business hub OneForty. He is a frequent speaker at industry conferences as well as a guest lecturer at various universities, including Cal Berkeley, the University of San Francisco, Stanford University, Syracuse University, and Saint Mary’s College of California. Michael has a Bachelor of Arts in Business degree from Saint Mary’s College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He proudly served eight years in the United States Marine Corps.


Michael believes that marketing can be evil at times; but if done right, it can drive customer loyalty, product innovation, and brand advocacy. He believes that marketers need to spend more time listening to the social customer and less time sending one-way marketing messages. He is confident that if brands love their customers, they’ll love them back and tell others about it. He also believes that organizations cannot and will not have effective, external conversations with consumers, unless they can have effective internal conversations first.



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Product Details

  • Series: Que Biz-Tech
  • Hardcover: 272 pages
  • Publisher: Que Publishing; 1 edition (July 24, 2011)
  • Language: English
  • ISBN-10: 0789747995
  • ISBN-13: 978-0789747990
  • Product Dimensions: 6.2 x 0.9 x 9.2 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (64 customer reviews)
  • Amazon Best Sellers Rank: #817,603 in Books (See Top 100 in Books)

More About the Author

Michael Brito is a Group Director of Media & Engagement at W2O Group. He helps his clients with content strategy, brand advocacy programs and social business initiatives.

Customer Reviews

4.7 out of 5 stars

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Nicholas Einstein on August 5, 2011
Format: Hardcover Verified Purchase
Social media is changing the way brands and consumers interact online and digital marketers are beginning to allocate serious resources to social programs. In "Smart Business, Social Business," Michael Brito illustrates that it takes more than just social marketing to succeed in today's dynamic landscape, it takes a real cultural shift in the way companies do business and in the way they interact with customers and prospects.

Brito takes the reader through the people, process, and technology requirements for making this shift and does so with precision and clarity. He covers everything from strategy and governance to measurement and metrics, supporting his insights with real world examples.

I've already bought copies for a few of my clients and highly recommend this book to digital marketers as well as anyone looking to better serve their customers and prospects - it is absolutely a great read.
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5 of 6 people found the following review helpful By Mack McLaughlin on September 4, 2011
Format: Hardcover
As the CEO of a Small B2B Business I have found Michael's book to be a very helpful road-map for Creating a Social Company.

Even though most examples given are based on much larger Companies it is easy to translate the actions required to a Company of our size and in many ways much easier to expedite than in a larger organization.

There are several Great Insights, here are just a few;

Communicate! "Organizations cannot and will not have effective, external conversation unless they can have internal conversations first."

Add Value! "A Company can truly be authentic in all its communication strategies, but if its content isn't relevant and doesn't add value, the community will not fully believe the message."

And most importantly Leadership! "Change absolutely must start at the Top from the CEO and work its way down".

In too many companies today C - Level Management only pays Lip Service to Social Media and True Engagement with the audience, this book is a MUST read for them so buy your CEO a copy today!
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9 of 12 people found the following review helpful By Karl Mochel on March 15, 2012
Format: Hardcover Verified Purchase
Was looking for a book about understanding social media use within the enterprise. This book was not about that even though the title said "...within your organization". Except for Chapter 12 is mostly focused on outbound social activities. Other chapters are mostly external (marketing) with a <very light> sprinkle of internal social objectives...and a bunch of anecdotes that don't tie them together.

The list of vendors alone is cause for concern as to the authors credibility. It is suspect, minimal and uneven. In order presented: Jive (1+ pages), MS Sharepoint (1/2 page), IBM (1/3 page), (What? file sharing....seriously?), Tibbr (1/2 page) and Yammer (1+ pages), Cisco Webex (1+ pages)
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2 of 2 people found the following review helpful By Kaoru Kishigami on April 24, 2013
Format: Kindle Edition Verified Purchase
This book is really beneficial for people thinking about launching social media branch right now.
To me, before I read this book, I had never recognized that Facebook or Twitter is tools for business.
However, after reading the book, my thoughts were turned, and now I am sure that every organization definitely needs social media branch.
In the book, there are many jargons and difficult terms, so reading the book is very tough, but dot't give up reading.
This is really beneficial for every one belonged to profit or non profit organizations.

So, I highly recommend this book.


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1 of 1 people found the following review helpful By John Mill on September 2, 2012
Format: Hardcover Verified Purchase
Michael Brito's book Smart Business, Social Business: A Playbook for Social Media in Your Organization (Que Biz-Tech) describes the evolution of social media into "Social Business". Social media is the tool, social business is the "integration of social into every aspect of the business." Michael's book explains how to go about that "integration":

"The evolution of a social business requires a paradigm shift. Employees at every level, starting at the very top, need to change their thinking, embrace new technologies, and shift their focus from sending marketing messages to building relationships. A social business is one that is open and transparent, communicates internally with stakeholders, and looks beyond organizational silos. A social business uses and adopts new tools and technologies to communicate with customers more effectively. It even changes business models, products, and processes based on collective intelligence of community feedback."

One of the hallmarks of good writing is that it resonates on many levels. Michael's "Playbook" is written for large companies, but the problems he describes and solutions he proposes are universally applicable. I have had many discussions about the "silos" in accounting, legal and insurance firms. The problem is that all client issues are viewed through the lens of: accounting solutions by accountants; legal solutions by lawyers; and, insurance solutions by advisors. Michael's comments on "silos" are bang on:

"One of the biggest challenges of cultural change is tearing down organizational silos.
Read more ›
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