You are previewing Social Nation: How to Harness the Power of Social Media to Attract Customers, Motivate Employees, and Grow Your Business.
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Social Nation: How to Harness the Power of Social Media to Attract Customers, Motivate Employees, and Grow Your Business

Book Description

It's time to join Social Nation and prosper! This book will show you, as an employee, customer or partner, how to use new social technologies, make yourself heard, and produce better products and services. As a leader and manager, you'll find out how to use these tools to harness social interactions to improve your business and to create your own social nation. The book provides a social assessment for leaders, managers and employees to scientifically evaluate your individual social skills and competencies. This book relies on well-known case studies about businesses that illustrate how social principles and strategies can help organizations to:

  • Integrate social skills into existing managerial and leadership practices

  • Overcome some of the common risks and objections that are often cited as obstacles to becoming a successful social enterprise

  • Adopt new forms of social leadership across the entire organization

  • Attain social intelligence by listening, understanding, and measuring outcomes of your investment in relationships with customers, employees and partners

  • Realize tangible economic benefits and ROI from new product and service offerings Social Nation provides readers with an opportunity to join the Social Nation community and share experiences with other leaders and social individuals.

Table of Contents

  1. Copyright
  2. Preface
    1. SEEN BUT NOT HEARD
    2. HARVARD ISN'T ALONE
    3. ALIGNING WITH MY CHILDREN
    4. KAYAK.COM PURSUES A NEW WAY OF WORKING
    5. MY FIRST SOCIAL NATION
    6. WHY READ THIS BOOK?
  3. I. THE FUTURE OF BUSINESS IS SOCIAL
    1. 1. SOCIAL MEDIA CREATES REAL VALUE
      1. 1.1. BUILDING YOUR OWN SOCIAL NATION
      2. 1.2. BENEFITTING FROM THE CONTRIBUTION OF OTHERS
      3. 1.3. SOCIAL NATIONS WILL BECOME THE DOMINANT FORCE IN BUSINESS
      4. 1.4. EMBRACING YOUR SOCIAL NATION TO BENEFIT
      5. 1.5. FOUR DRIVING FORCES
        1. 1.5.1. The Workforce Is Becoming Social
        2. 1.5.2. Business Models Are Becoming Open
        3. 1.5.3. Emerging Technologies Are Becoming Social
        4. 1.5.4. Monitoring and Measurement Is Becoming Social
      6. 1.6. ITS TIME TO EMBRACE YOUR SOCIAL SELF
      7. 1.7. BEST BUY BUYS IN—AND BENEFITS
      8. 1.8. BUILDING YOUR SOCIAL NATION TRANSLATES INTO GROWTH
      9. 1.9. WHAT'S NEXT?
      10. 1.10. SEVEN STEPS THAT START WITH YOU
      11. 1.11. PUT SOCIAL TO WORK FOR YOU—NOW
    2. 2. WHY SOCIAL SKILLS MATTER
      1. 2.1. DIFFERENT SKILLS FOR DIFFERENT AGES
      2. 2.2. PHYSICAL STRENGTHS
        1. 2.2.1. Ford Works Hard, Physically, to Make Cars Better
      3. 2.3. INFORMATIONAL STRENGTHS
        1. 2.3.1. Thomson Reuters Succeeds at Selling Information
      4. 2.4. EMOTIONAL STRENGTHS
        1. 2.4.1. Bubbe Nourishes Hearts and Minds
      5. 2.5. SOCIAL STRENGTHS
        1. 2.5.1. TopCoder Relies on Their Community
      6. 2.6. PUTTING THE FOUR STRENGTHS IN CONTEXT
      7. 2.7. GETTING COMFORTABLE WITH YOUR SOCIAL SELF
      8. 2.8. START TO BUILD YOUR SOCIAL CAPABILITIES
    3. 3. TEST YOUR SOCIAL SKILLS
      1. 3.1. KNOW YOUR SKILLS
      2. 3.2. HOW TO GET STARTED
      3. 3.3. YOUR SOCIAL QUOTIENT
        1. 3.3.1. Adaptor
          1. 3.3.1.1. How Adaptors Can Help an Organization Be Social
          2. 3.3.1.2. How Adaptors Help Sustain a Social Nation
          3. 3.3.1.3. A Few Words of Caution
        2. 3.3.2. Architect
          1. 3.3.2.1. How Architects Can Help an Organization Be Social
          2. 3.3.2.2. How Architects Help Sustain a Social Nation
          3. 3.3.2.3. A Few Words of Caution
        3. 3.3.3. Collaborator
          1. 3.3.3.1. How Collaborators Can Help an Organization Be Social
          2. 3.3.3.2. How Collaborators Help Sustain a Social Nation
          3. 3.3.3.3. A Few Words of Caution
        4. 3.3.4. Connector
          1. 3.3.4.1. How Connectors Can Help an Organization Be Social
          2. 3.3.4.2. How Connectors Help Sustain a Social Nation
          3. 3.3.4.3. A Few Words of Caution
        5. 3.3.5. Creative Thinker
          1. 3.3.5.1. How Creative Thinkers Can Help an Organization Be Social
          2. 3.3.5.2. How Creative Thinkers Help Sustain a Social Nation
          3. 3.3.5.3. A Few Words of Caution
        6. 3.3.6. Transparent Individual
          1. 3.3.6.1. How Transparency Can Help an Organization Be Social
          2. 3.3.6.2. How Transparency Helps Sustain a Social Nation
          3. 3.3.6.3. A Few Words of Caution
        7. 3.3.7. Risk Taker
          1. 3.3.7.1. How Risk Takers Can Help an Organizations Be Social
          2. 3.3.7.2. How Risk Takers Help Sustain a Social Nation
          3. 3.3.7.3. A Few Words of Caution
        8. 3.3.8. Visionary
          1. 3.3.8.1. How Visionaries Can Help an Organization Be Social
          2. 3.3.8.2. How Visionaries Help Sustain a Social Nation
          3. 3.3.8.3. A Few Words of Caution
      4. 3.4. THE JOURNEY BEGINS NOW
  4. II. SEVEN PRINCIPLES FOR BUILDING YOUR SOCIAL NATION
    1. 4. PRINCIPLE 1: DEVELOP YOUR SOCIAL SKILLS
      1. 4.1. CONNECTING WITH PEOPLE
        1. 4.1.1. Open,Transparent, Social Leadership
        2. 4.1.2. Do What Works for You to Build Committed Fans and Followers
      2. 4.2. A SOCIAL NATION FOR WOMEN
        1. 4.2.1. Social Leadership Means Growth, Even During Recessions
      3. 4.3. LEADING SOCIALLY CAN HELP YOU GET AND STAY AHEAD
      4. 4.4. FINDING THE NEW SOCIAL LEADERS IN YOUR ORGANIZATION TO CREATE CHANGE
      5. 4.5. SOCIAL LEADERS PUT OTHERS FIRST
      6. 4.6. PRESCRIPTIONS FOR YOUR SOCIAL SKILLS
        1. 4.6.1. Get to Know the People around You
        2. 4.6.2. Know What You Are Not
        3. 4.6.3. Let Others Lead, While You Follow
        4. 4.6.4. Know How Others Perceive You
        5. 4.6.5. Embrace a Social Culture
        6. 4.6.6. Focus on What's in It for Others
        7. 4.6.7. Remember, Business Is Personal
    2. 5. PRINCIPLE 2: LET CULTURE LEAD THE WAY
      1. 5.1. COMPARE ZAPPOS TO GENERAL MOTORS . . . YOU GET THE POINT
        1. 5.1.1. Don't Be Boring, Be Emotive If You Want to Connect
        2. 5.1.2. Where Culture Starts, Business Results Follow
        3. 5.1.3. Trusting Others to Help You Succeed
        4. 5.1.4. Bringing Bits of Life to Work
      2. 5.2. CULTURE: MAKE IT SOCIAL, MAKE IT PERSONAL
      3. 5.3. CULTURE IS WHAT THE OUTSIDE WORLD SEES, TOO
      4. 5.4. PRESCRIPTIONS FOR CREATING YOUR OWN SOCIAL CULTURE
        1. 5.4.1. Start with Core Values
        2. 5.4.2. Ask People What They Want
          1. 5.4.2.1. Google Sets the Pace
          2. 5.4.2.2. Bringing Laundry to Work
        3. 5.4.3. Embrace Social Technology
        4. 5.4.4. Create a New Breed of Social Leaders
        5. 5.4.5. Celebrate Diversity and Openess
        6. 5.4.6. Find Your Path to Trust
        7. 5.4.7. Don't Forget: Space Breeds Culture
    3. 6. PRINCIPLE 3: MIND YOUR ONLINE AND OFFLINE MANNERS
      1. 6.1. YOU CAN STILL LEARN FROM EMILY POST
        1. 6.1.1. Remember Bruno's Choices
        2. 6.1.2. "How" Matters When Building Relationships
        3. 6.1.3. Guidelines Are Critical in Creating Relationships
      2. 6.2. WATCH HOW YOU SAY IT BECAUSE EVERYONE CAN SEE IT
        1. 6.2.1. Embracing Good Etiquette in Business Matters
      3. 6.3. CHARISMA COUNTS MORE THAN EVER
      4. 6.4. PRESCRIPTIONS FOR APPLYING MANNERS ONLINE
        1. 6.4.1. Pretend You're Offline
        2. 6.4.2. Remember, It's Not About You
        3. 6.4.3. Don't Ignore Spelling and Grammar
        4. 6.4.4. Don't Hide behind Social Media
        5. 6.4.5. Leave the Sensational to Someone Else
        6. 6.4.6. Take Control of Yourself
        7. 6.4.7. Consider Yourself a Brand, and Act Accordingly
        8. 6.4.8. Blog, But Mind Your Manners
    4. 7. PRINCIPLE 4: MONITOR AND MEASURE YOUR COMMUNITIES' CONTRIBUTIONS
      1. 7.1.
        1. 7.1.1. Real Insights Come from Measuring Your Communities' Interactions
        2. 7.1.2. Measuring Isn't Enough; Actions Matter More
      2. 7.2. PRESCRIPTIONS FOR BUILDING SOCIAL INTELLIGENCE
        1. 7.2.1. Nothing Is Static, So Join the Social Movement Now
        2. 7.2.2. Monitor and Measure Everything Your Fans and Followers Tell You and Each Other
        3. 7.2.3. What Banking Can Learn
    5. 8. PRINCIPLE 5: INVOLVE YOUR FANS IN EVERYTHING YOU DO
      1. 8.1. LOOKING FOR NEW WAYS TO GROW
        1. 8.1.1. Create a Nation to Drive Revenue
        2. 8.1.2. Center Your Business around Your Community
        3. 8.1.3. Don't Forget Your Offline Communities
      2. 8.2. PRESCRIPTIONS FOR DERIVING VALUE FROM YOUR FANS
        1. 8.2.1. Establish Clear, Community-Centered Objectives
        2. 8.2.2. Let your Fans and Followers Lead the Way
        3. 8.2.3. Use Your Existing Content to Start the Conversation
        4. 8.2.4. Facilitate Your Community; Don't Control It
        5. 8.2.5. Be Open, Social, Personal, and Authentic
        6. 8.2.6. Rely on Social Software to Help
        7. 8.2.7. Meet Their Needs, and They Will Meet Yours
    6. 9. PRINCIPLE 6: RELY ON YOUR COMMUNITY FOR GROWTH AND INNOVATION
      1. 9.1. LET'S DRINK TO SOCIAL INNOVATION
        1. 9.1.1. Look to Your Community For Direction
        2. 9.1.2. Social Innovation Leads to Top-Line Growth
      2. 9.2. OPENING UP INNOVATION
      3. 9.3. PRESCRIPTIONS FOR ENGAGING YOUR FOLLOWERS IN YOUR SUCCESS
        1. 9.3.1. Tailor Your Product to Their Needs
        2. 9.3.2. Create Teams to Create Communities
        3. 9.3.3. Rely on Social Media to Accelerate Your Success
    7. 10. PRINCIPLE 7: REWARD OTHERS AND YOU WILL BE REWARDED, TOO
      1. 10.1. THE VALUE OF YOUR SOCIAL NETWORK CAN BE INFINITE
        1. 10.1.1. Paying the Mortgage, Thanks to Apple Apps
        2. 10.1.2. Apps for All, Written by All
      2. 10.2. BUILDING EMOTIONAL REWARDS INTO EVERYTHING YOU DO
      3. 10.3. DO SOMETHING REALLY GOOD
  5. III. START TODAY TO CREATE YOUR OWN SOCIAL NATION
    1. 11. HOW TO GET STARTED AND 10 PITFALLS TO AVOID
      1. 11.1. DIFFERENTIATING FRIENDS AND FOLLOWERS FROM FANS AND FANATICS
      2. 11.2. A NEW FRAMEWORK FOR BUILDING VALUE
      3. 11.3. THE VALUE DERVIED FROM THE FOUR NATION MODELS
      4. 11.4. FIVE PLACES TO GET STARTED
        1. 11.4.1. Deliver Customer Support Via Your Community
        2. 11.4.2. Build Your Brand Through Friends and Followers
        3. 11.4.3. Conduct Market Research Via Both Fans and Followers
        4. 11.4.4. Use Peers to Train and Develop your People
        5. 11.4.5. Develop New Products Via Others
      5. 11.5. SOCIAL MEDIA TOOLS TO HELP GET YOU STARTED
      6. 11.6. TEN PITFALLS YOU WANT TO AVOID
        1. 11.6.1. Number 1: Running a Social Nation Like a Traditional Business
        2. 11.6.2. Number 2: Underinvesting in Social Initiatives and Abandoning Them Too Soon
        3. 11.6.3. Number 3: Neglecting to Find Ways to Encourage and Inspire Your Social Nation's Followers and Fans
        4. 11.6.4. Number 4: Relying on a "Build-It-and-They-Will-Come" Mentality
        5. 11.6.5. Number 5: Delaying the Process of Going Social
        6. 11.6.6. Number 6: Underestimating the Power of a Social Nation
        7. 11.6.7. Number 7: Neglecting Employees, Partners, Investors, or Customers when Building Your Social Nation
        8. 11.6.8. Number 8: Relying on Traditional Approaches when Designing Your Social Nation
        9. 11.6.9. Number 9: Developing Your Own Social Software and Analytics Solutions
        10. 11.6.10. Number 10: Getting Caught without Partners to Help You Succeed
      7. 11.7. MAKE IT SOCIAL, MAKE IT VALUABLE
    2. Epilogue: Business And Social Become One
      1. 11.8. ACHIEVE GREATNESS BY SETTING GOALS
      2. 11.9. BUSINESS IS BACK TO BEING PERSONAL
      3. 11.10. SOCIAL AND BUSINESS, TOGETHER AT LAST
  6. ACKNOWLEDGMENTS
  7. Mzinga Writing Team