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The Social Employee: How Great Companies Make Social Media Work Paperback – August 21, 2013
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About the Author
CHERYL BURGESS and MARK BURGESS are founders of Blue Focus Marketing, an award-winning social branding consultancy and recipient of the 2012 MarketingSherpa Reader's Choice Award for Best Social Media Marketing Blog. Connect via Twitter @ckburgess, @mnburgess, @BlueFocus, @SocialEmployee. www.bluefocusmarketing.com
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Top Customer Reviews
The book also shows that much of common social media advice is wrong-headed. Many companies still put social in the hands of Marcom (marketing-communications), a department which is based on the traditional idea of tight control of the branding and messaging. That's nice for a company that still works in the 1960s, but today? When everyone is on Twitter, FB, LinkedIn, Glassdoor, Instagram, Youtube, and dozens of other social sites? It's not just your employees that Marcom has to control. It's also every staffer, incl. the doorman, the cafeteria staff, and so on. And their families. And their kids. How is Marcom going to control a staffer's kid's postings to Vine?
I was at an Oracle conference in Silicon Valley a few months ago where a social media strategist proudly told the audience how he worked on a project where the company had 17 blogs, so he eliminated 16 and brought the messaging under control in one blog. He single-handedly destroyed the company's digital presence.
Compare that to IBM, where all 433,000 employees have personal pages. Each page which includes space for a blog. 26,000 employees are blogging. They've also arranged themselves in 91,000 communities and posted 623,000 files, which have 9.5 million downloads. IBM employees also share information on 62,000 wikis. They send around 50 million instant messages daily (slightly more than the average teenage daughter).Read more ›
Maybe social media is "everything." Or maybe it's not. Either way, it's a bunch of baloney unless the nature ("culture") of the inards of the organization is aligned to bring social media alive and keep it energetic and growing. Enter the fully empowered ... Social Employee. This book is a landmark that converts the power of social media from fiction to fact.
For me theory and ideas are the icing on the cake. The cake, in books like this, is case studies. And though I buy, big time, the all-important intellectual structure offered here, it's the rich, detailed, compelling cases I love.
I used the word "landmark" a couple of sentences ago. There's not an iota of hyperbole. Cheryl and Mark Burgess have taken the power of "social" many steps down the path to impact and excellence. Without this "stuff," social is close to a joke.
That "soul" is transparent as well. It's reflected in the myriad social interactions an organizations employees have online. Employees who are empowered, energized and inspired by their organization's mission and culture will paint a far different overall web presence than those who are micromanaged, disrespected and treated as headcount.
In the social age, the image of a company is no longer controlled by a charismatic CEO, clever advertising, or carefully choreographed media relations. It's determined collectively by the firm's customers and employees.
Such a collective effort can't be tightly controlled. But it can be nurtured and encouraged. And the roadmap for this journey is laid out in a new book from #Nifty50 co-creator Cheryl Burgess and her partner Mark Burgess (soon to be released and available for pre-order now on Amazon), The Social Employee: How Great Companies Make Social Media Work.
Praise for the book comes from a who's who of the digital marketing world, including Mari Smith, David Armano, Ann Handley, Jennifer Aaker and Dan Schawbel.
Enterprises that embrace the concept of The Social Employee will be well positioned to thrive in the coming decade. Those that ignore this phenomenon do so at their own peril.
Companies could capture a big missed opportunity to optimize their employees' talent to burnish their brand -- and boost esprit de corp. How? By facilitating tighter, smarter teamwork via apt use of social tools. In light of the unsettling Gallup report that, "70% of Americans are unhappy and uninspired at work" this approach should be a wake-up call for top management, suggests Cheryl and Mark Burgess in their new book, The Social Employee, a notion that Dan Pontefract has famously spearheaded at Telus.
Yet, as Cheryl Burgess told Vice President of Global Marketing for SAP, Michael Brenner, "The current challenge facing businesses today is this: you can't communicate externally unless you communicate internally...Read more ›
Most Recent Customer Reviews
Getting your employees to advocate for your business on social media is an amazingly effective means of spreading the word. Read morePublished 22 days ago by Drew Neisser
Whether you’re a C-suite Executive, an Owner of a Small Business, or an Employee, I would highly recommend reading this book. Read morePublished 8 months ago by Casey Lucas
The Social Employee draws on actual strategies from the world’s largest and smartest companies to create an understanding of social culture. Read morePublished 10 months ago by Justin Herrick
Can I leave zero stars? Can I get my money back? Complete waste of time. I feel bad for the trees that had to be sacrificed to publish this.Published 10 months ago by nope
More precisely, barely started. Super dry and not at all a compelling read.
There are good books out there about social media. This isn't one.
I wrote about this book for Wharton Business Magazine:
There are many ways we can create levels in life that have more privileges or rewards after engagement. Read more
Social and employee are words and concepts much longer in the use. ''Social Employee'' as combination is very relevant, powerful and can be credited to the authors of the book ''... Read morePublished 18 months ago by Rajendra Singh
Excellent book with some excellent company examples. This book is a great resource for learning about Social Media. The professor has a lot of first hand knowledge of the industry. Read morePublished 18 months ago by Jessica
Very thorough job on what the four firms have done in this space. A very useful book when you are a large firm looking to benchmark your initiatives. Read morePublished 19 months ago by Reg Nordman