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SocialCorp: Social Media Goes Corporate [Paperback]

by Joel Postman
4.5 out of 5 stars  See all reviews (11 customer reviews)

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Book Description

December 18, 2008 0321580087 978-0321580085 1
This book will help companies of all sizes develop and implement a strategy to become a SocialCorp, a company that has adopted social media intelligently and effectively, in a way that does not compromise the company's primary obligations as a corporation. While the conversational and engagement values of social media are well understood, many social media theorists often overlook the realities faced by the large corporation, like accountability to shareholders and regulators, and how these factors cannot be overlooked in corporate social media adoption. Using case studies and analysis of available social media tools, and proven corporate social media strategies, the book will help corporate communicators understand the new communications landscape, the power of social media, and how to adopt it intelligently in a corporate environment.

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SocialCorp: Social Media Goes Corporate + The Social Media Bible: Tactics, Tools, and Strategies for Business Success
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Editorial Reviews


"There is much talk about the 'online conversation' but this has become a moving target because of new media publishing technologies such as Twitter, Friendfeed, Seesmic, etc. This fragmentation of media requires attention, and it takes a person such as Joel Postman to help put all these techniques and technologies into perspective. I've been saying for several years now that every company is now a media company, and every company needs to master the new media technologies at our disposal. Joel can help large and small corporations use the appropriate approaches because of his experience in journalism, corporate PR, and social media."

Tom Foremski, Silicon Valley Watcher

"SocialCorp is a must read for any corporate communications professional. It also serves as an invaluable scale for balancing business objectives, corporate responsibility to stakeholders, and customer and influencer engagement. Joel Postman is a long time veteran of strategic communications and a proven expert in the socialization of marketing communications. His guidance will ensure that your company will not only stay on track with critical day-to-day marketing communications, but also increase brand visibility, resonance, and loyalty through direct participation in the online communities that expand your business opportunities."

Brian Solis, Principal of FutureWorks PR, author, and blogger at PR 2.0

"I’m about three-quarters of the way through the book and I am having trouble putting it down. Postman sees social media for what it is — a complementing strategy for companies to help them achieve their already established business objectives. He writes about specific considerations that both private and public companies should make before introducing social media programs. And he understands the risks. He also included one of the most comprehensive social media glossaries I’ve ever seen. I can’t wait to finish it."

Jennifer Leggio, ZDNet

About the Author

Joel Postman is the principal of Socialized, a consultancy that helps companies take advantage of social media in corporate communications, public relations and marketing. Prior to founding Socialized, Joel was EVP of Emerging Media at Eastwick Communications, where he led the agency's social media practice and helped companies like Fujitsu, StrongMail, and Seagate Technology adopt social media initiatives. Joel is a 20-year corporate communications veteran. He worked for five years at Sun Microsystems, where he as a senior manager of executive communications and speechwriter to then-CEO and chairman, Scott McNealy. After Sun, Joel joined Hewlett Packard.

Product Details

  • Paperback: 208 pages
  • Publisher: New Riders; 1 edition (December 18, 2008)
  • Language: English
  • ISBN-10: 0321580087
  • ISBN-13: 978-0321580085
  • Product Dimensions: 9 x 6.3 x 0.4 inches
  • Shipping Weight: 6.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #507,637 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars One of the better Web 2.0 books I've seen February 3, 2009
Joel Postman argues persuasively that the new "basic business skills" now requires a basic understanding of social media and the ability to use social networks correctly, alongside presentation skills and the ability to create and understand an Excel spreadsheet.

SocialCorp provides several starting places for organizations that want to create social media initiatives specifically for each audience and to engage them on their terms, in a way that is relevant to them. A progressive, forward-thinking company adopts social media 'in a way that accomplishes strategic business and communications objectives without compromising the company's primary obligations as a corporation,' he says.

For example, Dell, Zappos, IBM, and Procter & Gamble are among companies using social media to reshape their relationships with their audiences. Dell's IdeaStorm functions as a full-blown customer engagement program and a catalyst for change in the company's products and services.

Organizations can monitor conversations using social media to learn, day-by-day, how their brand is performing, where the company is strong, and where there's work to do. The organization can join in the conversation and influence the brand for the better.

Social media strategy isn't that complex, Postman says, but it does require a synthesis of traditional thinking, creativity, understanding of new tools and etiquette, and the willingness to take some chances.
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2 of 2 people found the following review helpful
Joel Postman's SocialCorp: Social Media Goes Corporate may be lightweight in terms of pages (it's under 200 pages), but the contents pack lots of good content for companies trying to get on the Social Media wave.

As the title suggests, the book is targeted to corporations who would like to put a Web 2.0 spin to corporate communications. The tone of the book is not technical- as a matter of fact, there is no code anywhere in the book. This makes it accessible to managers and executives that know something about the internet and marketing. One theme the book touches on is "Going for it," that is, allaying some of the fears most corporations about social media (e.g. lack of control, unauthorized information, chaos, etc.).

There are easy to read case studies of how companies implemented social media to their advantage. From corporate blogging, Twitter, and social media ethics, Joel Postman showcases the wide array of online tools in a practical and concise manner. Also, the book touches on the fudgiest part of social media: measurement.

If you're looking for a play-by-play guide for implementing Social Media-powered corporate communications, this book may disappoint. Postman gives a pointers approach to showing the way to the promised land of SocialCorp and chooses his words carefully to to avoid confusion. But if you ask me, SocialCorp: Social Media Goes Corporate is a great starting point to begin the Social Media journey for companies.
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1 of 1 people found the following review helpful
Postman tells it like it is when it comes to the bind in which social media has placed many corporate communications managers. He addresses the challenge that "Inside companies, people are clearly confused about social media" (p. 160)

This book goes a long way to dispel any confusion. It's chock-full of checklists, questions to consider, case studies and options to review. The guidance he gives is grounded in what is clearly first-hand experience of the corporate world. For example, this advice on selecting who should represent a company on an officially sanctioned blog is right on the money:

"Choose your bloggers well, counsel them, monitor them, and if need be, shut down their blogs if they are not posting in a way that helps you meet your communications objectives. But try not to censor them ahead of time." (p. 65)

If you work inside a corporation and need to encourage co-workers or the suits in management to consider the options presented by social media, this is the book to leave lying around the office to stimulate discussion.

From the politics to the technical details and the straightforward PR and communications counsel the book covers a lot of ground. It also manages to be a complete inventory of social media, circa January 2009.

One inevitable problem any book on a subject as fast-moving as this will face is a limited shelf-life. In a few years it might seem impossibly quaint. But for now, there's no better guide to new territory. As Postman says on the last page "Start Now!".
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4.0 out of 5 stars Great Service July 13, 2012
Format:Paperback|Verified Purchase
Prompt shipping, well packaged, and reasonably priced. Can't ask for more than that.
Using the book for class and thus far it's a fantastic and enlightening read.
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5.0 out of 5 stars Course Textbook requirement September 16, 2011
Format:Paperback|Verified Purchase
I was required to purchase this book for my graduate program at Franklin University.

The book was never used in class by the instructor, however I used it for references and in text citations.

Though the instructor did not use the book in class, I found it to be quite interesting and useful as a reference.

The book is an easy read and can be finished in a matter of days (2-4) depending on how fast you read.

Buy it!
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4.0 out of 5 stars Terrific book June 24, 2010
Format:Paperback|Verified Purchase
Chock full of useful information and insights. Highly recommended. I especially like the balanced approach to assessing the risks and rewards of engagement. Reason for 4 stars rather than 5 is that there is a bit of repetitiveness.
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