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How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands

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How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands

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  • Copyright 2015
  • Dimensions: 6" x 9"
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-403659-X
  • ISBN-13: 978-0-13-403659-5

Discover how the world's most successful social business leaders are making social media work for their enterprises!

Reflecting the pioneering experience of executives at pioneering companies ranging from Adobe to Xerox, this guide offers a unique, unprecedented insider's view of what it takes to succeed with social business. Dozens of battle-tested corporate practitioners have shared their intimate first-hand experiences in developing, launching and managing social media initiatives to improve customer care, marketing, product development, and other key business functions.

Each chapter, written by a different social media thought leader, reveals their most intense struggles, biggest wins, and hardest-won lessons in social business. These case studies illuminate the differences between "social media for social's sake" and practical use cases that drive real business value.

How Companies Succeed in Social Business delivers specific strategies, detailed tactics, true best practices, and actionable answers to these and other crucial questions about both strategy and tactics:

  • How have other companies been successful, and where have they failed?
  • How do I champion social business initiatives to executives?
  • How do I measure ROI and build a business case?
  • How do I attract and deepen both internal and external participation?
  • How do I integrate social media with my existing technologies and processes?
  • How do I organize internally for maximum effectiveness and efficiency?
  • How will social media impact my people and our culture?
  • How can I optimize our content management processes and systems?
  • What's lurking around the corner? How can I prepare for the future of social business?

This is an indispensable resource for all leaders and practitioners in support and marketing, especially those involved with IT, PR, corporate communications, sales, or product development. Applicable to many industries, it will be especially valuable to B2B companies, and those whose offerings have a significant technological component.

Sample Content

Table of Contents

Foreword by Esteban Kolsky    vi

Preface  Why You Should Care About this Book     x

Chapter 1  The Building Blocks of Social Business: Leveraging the Power of New Media and Human Connections to Grow Business Value     1

Chapter 2  The Reinvention of a Social-by-Design Business     43

Chapter 3  Don’t Be Creepy: The Right Way to Use Social Media to Listen to Your Customers and Engage Your Organization    57

Chapter 4  Trailblazing a Successful Path to Enterprise Social Business Transformation at Unisys    71

Chapter 5  360º Social—A Case Study in the “Socialization” of an Organization: Merging Social Media with Social Events    101

Chapter 6  How to Use Social Media to Solve Billable Consultants’ Nonbillable Dilemma     117

Chapter 7  The State of Enterprise Social Technical Support    127

Chapter 8  The Silent Revolution: How Influencers Are Redefining Social Business Models     145

Chapter 9  From Modems to iPhones: A Digital Life Journey    163

Chapter 10  Top Social Business Challenges and How to Overcome Them    177

Chapter 11  Social Support in a B2B Environment: Lessons from Xerox Corporation     195

Chapter 12  Knowledge Management and the Social Media Revolution    209

Chapter 13  Creating a Culture of Social Care: Using Social Media to Enhance the Customer Experience     221

Chapter 14  Arming your Advocates: Formalizing the Social Media Advocacy Program to Activate Your Biggest Fans    231

Chapter 15  It Takes a Village: Building, Training, and Leading Community Teams     243

Chapter 16  Social Support UNtruths—When Received Wisdom Is Not Wise     257

Chapter 17  When Online and Offline Collide: Harnessing the Power of Mobile and Social    267

Chapter 18  Social Media: From Accessibility to Generation Z . 285

Chapter 19  Enterprise Social Media: Science Versus Art     297

Chapter 20  Real-Time Marketing That Customers Actually Want to See from Brands: Stop Trying to Be Like Oreo and Start Trying to Be Bloomberg     317

Chapter 21  Bonus Chapter: How to Become a Pro at YouTube by Erik Qualman    331

About the Authors     341

Index    349


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