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.
SocialCorp: Social Media Goes Corporate
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Book Description
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Editorial Reviews
Review
"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
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.
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Paperback
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.
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.
2 of 2 people found the following review helpful
4.0 out of 5 stars
A great place to start to begin the Social Media journey for companies
September 15, 2009
Format:Paperback
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.
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.
1 of 1 people found the following review helpful
Format:Paperback
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!".
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!".
Most Recent Customer Reviews
4.0 out of 5 stars
Great Service
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.
Using the book for class and thus far it's a fantastic and enlightening read.
Published 10 months ago by winnie51189
5.0 out of 5 stars
Course Textbook requirement
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... Read more
The book was never used in class by the instructor, however I used it for references... Read more
Published 20 months ago by Michael D. Sells
4.0 out of 5 stars
Terrific book
Chock full of useful information and insights. Highly recommended. I especially like the balanced approach to assessing the risks and rewards of engagement. Read more
Published on June 24, 2010 by Robert M. Adler
5.0 out of 5 stars
Social Media Marketing Done Right
Joel takes the time to point out how to do Social Media Marketing correctly. Too often companies (or individuals) jump into a medium that is misunderstood and end up alienating the... Read more
Published on June 10, 2010 by Christopher Lynn Jorgensen
5.0 out of 5 stars
Great!
Needed this book for a class and it came on time! Thank you! Also, this book is very fun!
Published on April 28, 2010 by Leah Raab
4.0 out of 5 stars
good introduction into social media
Review by Steve Baylis
SocialCorp: Social Media Goes Corporate (Joel Postman)
This book provides a good introduction into social media and how it relates to... Read more
SocialCorp: Social Media Goes Corporate (Joel Postman)
This book provides a good introduction into social media and how it relates to... Read more
Published on March 6, 2010 by J. Kew
5.0 out of 5 stars
SocialCorp
SocialCorp: Social Media Goes Corporate (Voices That Matter)Joel Postman's book is an excellent resource for any company developing a social networking policy. Read more
Published on July 3, 2009 by William R. James
4.0 out of 5 stars
Great Book for Corporations
This is a great book for anyone looking at social media for their companies. It gives you a headstart on various issues that will be encountered while implementing social media in... Read more
Published on February 15, 2009 by Ajay Tejwani
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