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Smart Business, Social Business: A Playbook for Social Media in Your Organization (Que Biz-Tech) Hardcover – July 24, 2011
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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 MarketingZone.com; 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.
Top Customer Reviews
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.
1. Organizing the governance model. Brito introduces this as, "Global governance is a way to create accuracy, consistency, and repeatability in a process when teams are spread out far beyond just a functional group or business unit. The ability to work with global teams becomes imperative when establishing this governance and developing strategies to communicate with the social customer."
Oooh, sounds thrilling, right? Well, when you're trying to help companies with tens of thousands of employees around the world reduce risk and seize social media opportunities without screwing-up, this kind of deep thinking actually takes the pulse rate up a few notches. You need it, so read it.
2. Setting up and running social media infrastructure. The book takes on the consultant's triangle of people, processes and technologies. PR people tend to glom into the first, think the second is boring and ignore the third. But you can't succeed without all three. On the tech front, Brito covers nearly 20 platforms, including a few social CRMs. Just think of the dozens that got filtered out, saving you time and digital stubbed toes.Read more ›
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), Box.net (What? file sharing....seriously?), Tibbr (1/2 page) and Yammer (1+ pages), Cisco Webex (1+ pages)
In my experience most other authors of educational social media books on the market have had little or no hands-on experience in this field.
Michael's been there and speaks from firsthand experience.
"Smart Business, Social Business: A Playbook for Social Media in Your Organization" really is that: A playbook.
The book will be valuable to several levels within large organizations seeking to start or expand their social media presence -- from the vice president to the community manager.
I wish I had this book several years ago when I was building Symantec Corporation's first online community. Back then (in 2006) there were no how-to's for community managers to follow. We had to network among our peers and figure things out as we went along.
This book is a must-have for every community manager. Nuff said.
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!
Most Recent Customer Reviews
After having read this book, I am pretty much equipped with social media knowledge and how to actually employing it in real life. It definitely works for my business. Read morePublished on February 1, 2014 by sfboy
A clear guide to transforming your business to a SOCIAL business. If you have plans of keeping your company relevant then I highly suggest you do yourself the favor of reading this... Read morePublished on January 17, 2014 by Sanam Damsaz
Michael Brito, first off, is an extremely intelligent man who knows all that there is to know about social media. Read morePublished on December 18, 2013 by Casey Staub
A Smart Business, Social Business is the book to buy if you want to work within an organization or create one that is truly Social. Read morePublished on December 4, 2013 by Jennifer Major
Michael Brito demonstrates his social media extensive industry knowledge and breadth of experience in his "Smart Business, Social Business..." book. Read morePublished on August 29, 2013 by cpperales
It's a lot said, written, seen about social media that is becoming increasingly popular. Social media platforms like Facebook,Twitter, and Youtube are changing the way businesses... Read morePublished on August 2, 2013 by Perunika
If you're thinking about transforming your business into a social business, this book is a MUST READ! Read morePublished on May 29, 2013 by Dana M Cabral
I've been buying a bunch of books about Social Media, but it is the first one focused on Business that really caught me. Read morePublished on May 18, 2013 by Lisandra Maioli
I read this book and it was very insightful into social media. I knew some about social before I had read this book but it wasn't how it was applied to business. Read morePublished on May 13, 2013 by Low.ran