Saturday, February 25, 2012

The Social Organization: How To Use Social Media To Tap The Collective Genius Of Your Customers And Employees By Anthony J. Bradley, Mark P. McDonald

The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees

The Social Organization: How To Use Social Media To Tap The Collective Genius Of Your Customers And Employees By Anthony J. Bradley, Mark P. McDonald

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Product Description

As a leader, it's your job to extract maximum talent, energy, knowledge, and innovation from your customers and employees. But how?

In The Social Organization, two of Gartner's lead analysts strongly advocate exploiting social technology. The authors share insights from their study of successes and failures at more than four hundred organizations that have used social technologies to foster—and capitalize on—customers' and employees' collective efforts.

But the new social technology landscape isn't about the technology. It's about building communities, fostering new ways of collaborating, and guiding these efforts to achieve a purpose. To that end, the authors identify the core disciplines managers must master to translate community collaboration into otherwise impossible results:

Vision: defining a compelling vision of progress toward a highly collaborative organization.
Strategy: taking community collaboration from risky and random success to measurable business value.
Purpose: rallying people around a clear purpose, not just providing technology.
Launch: creating a collaborative environment and gaining adoption.
Guide: participating in and influencing communities without stifling collaboration.
Adapt: responding creatively to change in order to better support community collaboration.

The Social Organization highlights the benefits and challenges of using social technology to tap the power of people, revealing what managers must do to make collaboration a source of enduring competitive advantage.
Product Details
  • Amazon Sales Rank: #105003 in Books
  • Published on: 2011-10-18
  • Original language: English
  • Number of items: 1
  • Dimensions: .90" h x 6.50" w x 9.20" l, 1.00 pounds
  • Binding: Hardcover
  • 272 pages
Editorial Reviews


One of the best books to help your team is The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees. It covers the best ideas for managing employees and customers through social media. Authors Anthony Bradley and Mark P. McDonald, group vice presidents at Gartner Research, crafted a thoughtful book." – Small Business Trends

"Bradley and McDonald practically present the process of becoming a social organization where employees, customers, suppliers, and all other stakeholders are direct participants in the creation of value." – T+D magazine, The American Society Society for Training & Development (ASTD)

Featured on the CIO Insight 2011 Fall Reading List.

About the Author

Anthony J. Bradley is a group vice president in Gartner Research. His responsibilities include advising clients on the enterprise employment of social media and social software solutions. Mark P. McDonald is a group vice president and head of research in Gartner Executive Programs, working with executives on the business application of information technology.
Customer Reviews

Most helpful customer reviews

6 of 6 people found the following review helpful.
5an exciting vision and opportunity, with real world implementation plan
By michael #e20
Social media / collaboration is a `cool' topic but has lacked `business credibility', this book changes the game.

I've read mountains of commentary and research on the potential of `social', this book synthesizes the best of that down into a compelling business case, action plan and guidance - a clear Call to Action for every manager.

`The Social Organization' presents an exciting vision, opportunity and challenge to implement a better organizational model and increase employees' contribution. Not to underestimate the scope and effort required, the book addresses real world implementation issues and game changing benefits that make action compelling.

This book is different, in that the theory is combined with practical plans and scenarios that address the real world issues we all face with IMPLEMENTATION - culture, org. maturity and politics. It is the blueprint for you to Sponsor change.

`Must Read' book for every CEO, CIO and employee who wants their business to have a future performing at a higher level. I foresee Managers prepared to embrace the challenge will look back on this book as a turning point in their creation of a new high performing business. Those managers will grasp the message of this book that management and employees can both improve their performance, business results and job satisfaction by engaging people's natural social dimension on specific issues. The book recognizes `mass collaboration' is not a silver bullet or universal approach, but a necessary management capability we must to add to our organizations.

Read this book before your boss does, or your employees.

2 of 2 people found the following review helpful.
5Organizations as collaborators ... not just groups
By T. Sales
Organizations know they need social media to get their communities collaborating, but how to do it? Much has been written about the technology of blogs, wikis, forums, etc. and how the future of the Web--already here--is dialogue rather than one-way messaging. But what makes The Social Organization interesting and somewhat unique is its concentration on community-building across an organization and not just with single, standalone groups. It avoids considering collaboration as an office politics issue but instead considers the value of collaboration in accomplishing business objectives.

In combination with other things I've read, the book shows that you have to pay attention to three things simultaneously. You need:

1. A group dynamics focus to help individual groups to be successful in their individual initiatives.

2. A technology focus to provide the right platform and applications that motivate participation.

3. And what this book points out -- an organizational focus on how all of those groups solve problems in tandem to empower employees and customers who want--and increasingly demand--to be heard.

For me, the high point of the book was its discussion of purpose and the idea that a group's purpose evolves as the community and its individual members grow and encounter new opportunities. Bradley blogged that Facebook strives to keep people in touch, Wikipedia to build an online encyclopedia, and LinkedIn to do career networking. These purposes sound so obvious and so easy to identify, but when growing your own communities such purposes take a long time to emerge. If it were easy, everyone would have collaborative cultures rather than the 10% the authors claim.

With books like The Social Organization it should get easier to see what motivates successful collaboration and give companies and institutions a better roadmap for engaging their people.

2 of 2 people found the following review helpful.
5Clear path to capitalizing on mass collaboration
By Doug Laney
The Social Organization by Gartner analysts Anthony Bradley and Mark McDonald is a groundbreaking business book that's a must-read for any executive--not just marketing types. The authors lay out a clear path to sustainable high-value mass collaboration initiatives. They illustrate how dozens of organizations have done social media/collaboration right and how any organization without such a program is going to quickly wither. The book lays out rationale for such efforts including collective intelligence, interest cultivation, relationship leverage; and the many interwoven keys to mass collaboration sustainability.

Also standout are the sections on how to purpose-build mass collaboration initiatives, manage risks, and what are the requisite technology capabilities depending upon purpose. In addition, the authors' 6-Fs attitudinal model also helps explain motivations from a participant (user) perspective, thereby enabling collaboration managers to guide participation uptake.

Social media isn't just for kids anymore, and this book is a clear guide for any organization (big or small) to reap its rewards.


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