Table of contents

PART I: SOCIAL MEDIA AND SOCIAL SOFTWARE

Chapter 1. The Social Media Explosion

  • Markets are conversations
  • What is social media?
  • The porous membrane
  • Internal hierarchies are subverted
  • From web 1.0 to web 2.0
  • Classifying social software
  • Implications for business leaders, advisers and employees

Chapter 2. The Birth of Social Software

  • Why consider social media?
  • Introducing social software means ceding control
  • CASE STUDY: Humanizing Microsoft
  • What social software looks like
  • Challenges presented by social software
  • The approach to enterprise software must change
  • Brief history of social software
  • Applying social software to business

Chapter 3. Social Software in the Enterprise

  • SLATES
  • FLATNESSES
  • Introducing the 4Cs approach

PART II: THE 4CS APPROACH

Chapter 4. Communication

  • Discussion forums
  • CASE STUDY: British Broadcasting Corporation
  • Blogs
  • CASE STUDY: IBM
  • Instant messaging
  • Social presence
  • Virtual worlds

Chapter 5. Cooperation

  • Media sharing
  • CASE STUDY: Microsoft Academy Mobile
  • Social bookmarking
  • CASE STUDY: BUPA
  • Social cataloguing

Chapter 6. Collaboration

  • Wikis
  • CASE STUDY: Janssen-Cilag
  • Human-based computation
  • CASE STUDY: Oracle IdeaFactory

Chapter 7. Connection

  • Social networking
  • CASE STUDY: Serena Software
  • Tagging
  • Search (and social search)
  • Syndication
  • CASE STUDY: Spencer Stuart
  • Mashups
  • CASE STUDY: US Defense Intelligence Agency

PART III: IMPLEMENTING SOCIAL SOFTWARE IN THE ENTERPRISE

Chapter 8. Models for Success (and Failure)

  • The MySpace workplace
  • Barriers to success
  • Words of caution
  • Impact on the business landscape
  • Inside out, bottom up
  • Factors for success

Chapter 9. Implementation and Adoption

  • The social structure of the enterprise
  • Practical approaches to getting started
  • Implementing the 4Cs approach
  • Encouraging user adoption
  • Bottom-up adoption
  • Top-down support
  • Awareness, education and culture

PART IV: SOCIAL SOFTWARE OUTSIDE THE ENTERPRISE

Chapter 10. Join the Conversation

  • Threats and opportunities
  • The Internet never forgets
  • The challenges of Internet communication
  • Listen, learn and engage
  • A two-way dialogue
  • Social networking for professionals
  • Policies and procedures
  • Setting policy collaboratively
  • CASE STUDY: Hill & Knowlton
  • Social media engagement

The Book »

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