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3 of 3 people found the following review helpful
on 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
on September 15, 2009
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
on May 6, 2009
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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on June 10, 2010
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 very same audience that is being courted.

This book questions whether corporations want someone with experience driving their brand or if they want to turn it over to the intern who happens to have a facebook account. Is a presence on MySpace and twitter desired or is the corporate blog good enough? What pitfalls should be considered? Does your corporation want a strategy or just the "figure it out as we go along" plan?

Every time I disagreed with this book I kept having to remind myself the advice is for corporations and not individuals (though as stated above individuals should consider these issues). The genuine, honest, from the heart, social media update that make us love the mommy blogger might be the same update that lands the Fortune 500 CEO into trouble with the FCC!

If there's one take-away from this book: don't blunder, have a plan, be real and engage. Ok, that's like three or four things you need to remember, but in the end these come down to: be real, honest, and immediate. You know, social!

In the mid-90s the hot term was "e-commerce." They call that "commerce" or "sales" these days. In 20 years they will be referring to "social media marketing" as "marketing." There will be a lot to consider between now and then. There will be a lot of errors and mistakes. You have to ask, "Do I want my company to make the obvious ones?" I am guessing you don't. This book is your driving instructor. You can get behind the wheel without his guidance, and you may be a natural racer, but don't come crying if you crash. Joel points out the obstacles.
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on February 15, 2009
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 the company.

A few things can be added as topics:

1) The book mentions about blog training and if you can recommend any such trainers or training modules shall be very useful. I would like to have a few people trained in our organization.

Also, this is an ongoing process as more and more teams get exposed to the new way of working in the social media area and training becomes all the more crucial for the organization.

2) Legal has a very crucial role in this whole process specially in regulated industries.

So, in that case some additional details or any information that will be very useful. Change management is most difficult in all organizations and the better equipped the social media team is on various aspects.

3) Ratings, Reviews and Recommendations - SOme information on this topic would be helpful for readers.

4) Some details on how to present of a social media plan based on the score from the initial set of questions would be help.

By the end of the book, readers will have a good idea but a chapter dedicated on this would be helpful for greehorns like me.
Check out Social Media Marketing: An Hour a Day book also for marketing professionals.
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on March 6, 2010
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 the business environment. While this book only touches the surface on each individual form, it does provide valuable guidance on how to best execute your communication strategy. The step-by-step instruction is easy to follow and there is also an extensive social media glossary. Anyone responsible for their company's communication should read this book.
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on July 3, 2009
SocialCorp: Social Media Goes Corporate (Voices That Matter)Joel Postman's book is an excellent resource for any company developing a social networking policy. The book guides you through social networking jargon as well as covering the types of policy which would cause implimentation of the policy to fail. I felt this is a good read for anyone who is looking to develop a policy and maintain your corporate face in the social networking arena. [...]
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on September 16, 2011
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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on June 24, 2010
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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on June 12, 2015
Required text for a junior level college course. Needs an update (like most content focused around the internet, technology, etc.) and the layout/design could use some improvement (bolded words, pull quotes). Generally good content.
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