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Social Networking for Business: Choosing the Right Tools and Resources to Fit Your Needs

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Social Networking for Business: Choosing the Right Tools and Resources to Fit Your Needs


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The first hands-on, best-practice guide to planning, running, and profiting from, vibrant online communities!

  • Beyond Wikinomics: The first book that shows businesses how to execute on the promise of social computing to drive real business value
  • Proven strategies and "in-the-trenches" best practices from Rawn Shah, one of IBM's leading social computing management experts
  • Covers every facet of online community management: people, place, purpose, and production
  • Description

    • Copyright 2010
    • Edition: 1st
    • Book
    • ISBN-10: 0-13-235779-8
    • ISBN-13: 978-0-13-235779-1

    The First Best-Practice Guide to Executing Any Type of Social Computing Project

    Organizations today aren’t just participating in social networking, collaborative computing, and online communities--they are depending on those communities to play crucially important roles in their business. But these collaborative environments don’t just manage themselves: To succeed, they must be guided and nurtured carefully, actively, and intelligently.

    In Social Networking for Business, Rawn Shah brings together patterns and best practices drawn from his extensive experience managing worldwide online communities at IBM and participating in social networking on the Internet. Drawing on multiple real-world examples, Shah identifies key success factors associated with launching social networking projects to meet business objectives and guides you through managing the crucial “micro-challenges” you’ll face in keeping them vibrant.

    •   From mega-trends to micro-issues

        Mastering both high-level strategy and day-to-day, ground-level management

    •   Defining the social experience you want to provide to your community

        Clarifying how members can join together and collaborate on collective tasks

    •   Focusing on the crucial human factors

        Building a culture of engagement in deeper collaborative relationships

    •   Promoting effective leadership and governance

        Setting ground rules that work appropriately for the situation, without “oppression”

    •   Building the skills to manage and measure your collaborative project

        Discovering the skills necessary to effectively lead computing projects

    Sample Content

    Online Sample Chapter

    Social Networking for Business: Social Computing on the Ascent

    Sample Pages

    Download the sample pages (includes Chapter 1 and Index)

    Table of Contents

    Acknowledgments     xiii

    About the Author     xiv

    Chapter 1   Social Computing on the Ascent     1

    Reshaping the Way We Work     5

    Integrating into Business Processes and Activities     8

    Summary     9

    Chapter 2   Sharing a Social Experience     11

    Modeling Social Experiences     17

    Different Experiences for a Complex World     21

    Summary     23

    Chapter 3   Leadership in Social Environments     25

    Governance and Leadership Models     28

    A Selection of Leadership Models     29

    The Centralized Models     29

    The Delegated Model.     32

    The Representative Model     34

    The Starfish Model     35

    The Swarm Model     36

    Choosing a Leadership Model     37

    Leaders and Influencers     40

    Summary     42

    Chapter 4   Social Tasks: Collaborating on Ideas     45

    The Structure of Social Tasks     46

    Identifying Beneficiaries     47

    Describing the Form of Aggregation     48

    Building a Template for a Task     49

    Different Models of Social Tasks     49

    Idea Generation     50

    Codevelopment     53

    Finding People     58

    Summary      60

    Chapter 5   Social Tasks: Creating and Managing Information     61

    Recommendations and Reviews     61

    Reviews     62

    Direct Social Recommendations     63

    Derived Social Recommendations     65

    Creating and Categorizing Information     66

    Sharing Collections     67

    Folksonomies and Social Tagging     68

    Direct Social Content Creation     70

    Derived Social Content Generation     71

    Filtering Information     72

    Social Q&A Systems     73

    Summary     74

    Chapter 6   Social Ecosystems and Domains     75

    Grouping Instances     75

    Grouping Tools     77

    Grouping Audiences into Domains     78

    Who in the Organization Should Run the Social Environment?     81

    Summary     83

    Chapter 7   Building a Social Culture     85

    Defining a Culture for a Social Environment     86

    Ideology and Values     87

    Behavior and Rituals     88

    Imagery     90

    Storytelling     92

    Culture and Maturity of Social Environments     93

    The Cultural Impact of Social Architecture     94

    How Social Experience Models Impact Culture     94

    How Social Leadership Models Impact Culture     97

    How Social Tasks Impact Cultural Values     99

    Summary     99

    Chapter 8   Engaging and Encouraging Members     101

    Belonging and Commitment     101

    Creating a Model for Identifying Commitment     103

    Maturing over a Lifecycle     108

    Programs to Grow or Encourage Your Social Group     112

    Membership Reward Programs     112

    Recruiting Evangelists and Advocates     114

    Member Training and Mentoring Programs     116

    Summary     117

    Chapter 9   Community and Social Experience Management     119

    The Value and Characteristics of a Community Manager     120

    Personality Traits and Habits     125

    Where Do Community Managers Fit in an Organization?     127

    Community Manager Tasks and Responsibilities     129

    Member and Relationship Development     129

    Topic and Activity Development     132

    Administrative Tasks     133

    Communications and Promotion     135

    Business Development     136

    Summary     137

    Chapter 10  Measuring Social Environments     139

    What Can You Measure?     140

    Dimensions of Measurement     143

    Types of Metrics     144

    Metrics and Social Experiences     147

    Measurement Mechanisms and Methods     149

    Quantitative Analytic Measurement Mechanisms     149

    Qualitative Measurement through Surveys and Interviews     150

    Summary     152

    Chapter 11  Social Computing Value      153

    Defining the Structure of a Social Environment     154

    Choosing a Social Experience     154

    Setting a Social Leadership Model     156

    Defining a Social Task     157

    Grouping Experiences and Identifying the Audience Domain     159

    Cultural Forces Shaping Social Environments     160

    Social Computing and Business Strategy     161

    Index     163


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