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Smart Business, Social Business: A Playbook for Social Media in Your Organization (Que Biz-Tech) Hardcover – July 24, 2011

4.7 out of 5 stars 64 customer reviews

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Editorial Reviews

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.

 

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Product Details

  • Series: Que Biz-Tech
  • Hardcover: 272 pages
  • Publisher: Que Publishing; 1 edition (July 24, 2011)
  • Language: English
  • ISBN-10: 0789747995
  • ISBN-13: 978-0789747990
  • Product Dimensions: 6.2 x 0.9 x 9.2 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (64 customer reviews)
  • Amazon Best Sellers Rank: #1,443,914 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
Social media is changing the way brands and consumers interact online and digital marketers are beginning to allocate serious resources to social programs. In "Smart Business, Social Business," Michael Brito illustrates that it takes more than just social marketing to succeed in today's dynamic landscape, it takes a real cultural shift in the way companies do business and in the way they interact with customers and prospects.

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.
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Format: Hardcover Verified Purchase
Michael Brito's "Smart Business, Social Business" explores what it takes to go beyond being a social brand to become a social business. Just consider the changes taking place beyond PR departments. R&D divisions are hard-wiring crowd-sourcing into the development process; HR groups are building online communities to serve as talent pools; salespeople have become personal online brand managers. In short, every corporate function is "going social." The situation is causing many a PR pro to ask what his or her job will be if every employee is representing the company online. Much of the answer lies in this book, including:

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 ›
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Format: Hardcover Verified Purchase
Michael Brito is the real deal -- he's walked the walk and now can talk the talk in terms of enterprise-level social media.

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.
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Was looking for a book about understanding social media use within the enterprise. This book was not about that even though the title said "...within your organization". Except for Chapter 12 is mostly focused on outbound social activities. Other chapters are mostly external (marketing) with a <very light> sprinkle of internal social objectives...and a bunch of anecdotes that don't tie them together.

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)
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Format: Kindle Edition Verified Purchase
This book is really beneficial for people thinking about launching social media branch right now.
To me, before I read this book, I had never recognized that Facebook or Twitter is tools for business.
However, after reading the book, my thoughts were turned, and now I am sure that every organization definitely needs social media branch.
In the book, there are many jargons and difficult terms, so reading the book is very tough, but dot't give up reading.
This is really beneficial for every one belonged to profit or non profit organizations.

So, I highly recommend this book.

この本にはビジネス視点でみたSNS(いわゆるFacebookやTwitter)の使い方が書かれています。
一般の人にとって、FacebookやTwitterはお遊びにしかみられない傾向があるのですが、欧米では数多くの企業が頭をひねってSNS上で顧客の確保を目標にしています。
この本はどのように顧客とかかわり、どのように利益をあげるかといった基本的なことから、SNSアカウントの賢い管理の仕方までも網羅しています。
これからの企業は必ずSNSを駆使していかなければ生き残れないと思うので、この本は間違いなく必須になるとおもいます。
この本の著者はSNSを深く理解し、巧みにあつかい、信頼も厚いので、本の信頼度はとても高いと言えます。
日本にもこういう本はあるのだけれども、さらに深いところまで潜っている本だと言えます。

つまり、迷っているなら迷わず買った方が良いと思います。
Kindleならたったの$10以下でかえて、さらに学ぶ事は多いと思います。
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