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The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees by Mark McDonald, Anthony Bradley

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Introduction

The Promise of Social Organizations

WE ALL KNOW STORIES of start-ups that begin with a handful of people working together in one room, in daily contact with each other and with customers, users, suppliers, and anyone else important to their success. Everyone has a say in every major decision because the company can be run naturally as a collaborative enterprise.

But success brings growth, growth brings more people, and soon people have formal jobs with specific written duties and responsibilities. Before long, the company needs managers and hierarchy and departments full of specialists, along with processes for hiring, evaluating, ...

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