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Organizations Don't Tweet, People Do: A Manager's Guide to the Social Web [Hardcover]

Andrew McAfee , Euan Semple
5.0 out of 5 stars  See all reviews (12 customer reviews)
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Book Description

3 Feb 2012
Practical advice for managers on how the Web and social media can help them to do their jobs better Today′s managers are faced with an increasing use of the Web and social platforms by their staff, their customers, and their competitors, but most aren′t sure quite what to do about it or how it all relates to them. Organizations Don′t Tweet, People Do provides managers in all sorts of organizations, from governments to multinationals, with practical advice, insight and inspiration on how the Web and social tools can help them to do their jobs better. From strategy to corporate communication, team building to customer relations, this uniquely people–centric guide to social media in the workplace offers managers, at all levels, valuable insights into the networked world as it applies to their challenges as managers, and it outlines practical things they can do to make social media integral to the tone and tenor of their departments or organizational cultures. A long–overdue guide to social media that talks directly to people in the real world in which they work Grounded in the author′s unparalleled experience consulting on social media, it features eye–opening accounts from some of the world′s most successful and powerful organizations Gives managers at all levels and in every type of organization the context and the confidence to make better decisions about the social web and its impact on them

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Organizations Don't Tweet, People Do: A Manager's Guide to the Social Web + Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (& Other Social Networks) + Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation
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Product details

  • Hardcover: 296 pages
  • Publisher: John Wiley & Sons (3 Feb 2012)
  • Language: English
  • ISBN-10: 1119950554
  • ISBN-13: 978-1119950554
  • Product Dimensions: 22 x 14.2 x 2.3 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Bestsellers Rank: 284,750 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Euan Semple is one of the few people in the world who can turn the complex world of social networking into something we can all understand. And, at the same time, learn how to get the most from it. Ten years ago, while working in a senior position at the BBC, Euan was one of the first to introduce what have since become known as social media tools into a large, successful organisation. He has subsequently had five years of unparalleled experience working with organisations such as Nokia, The World Bank and NATO He is a one-man digital upgrade option for us all to download. This world is changing fast, but he makes sense of it because he understands that the core basics remain the same: community, learning, interaction. He is a master story-teller who offers a host of practical tales about how this new world can work for real people in the real world.

Product Description


‘So much more than a business book; it is full of excellent advice, easy to assimilate and is relevant to anyone who wants to understand more about social media in the real world.’ (, February 2012) A passionate treatise on what it means to be social in our world of corporate communications.’  (Simply–, February 2012) ‘This uniquely people–centric guide to social media in the workplace offers managers, at all levels, valuable insights into the networked world.’ (Flybe Magazine, March 2012) ‘… there is something in this book for everyone. I’d love to place a copy in the hand of every HR director and CEO in the country. It would be transformational. Trust me, read this. It really is that good.’ (People Management, March 2012) ‘I recommend the book to anyone thinking about taking part in social media and to managers who want to know what to do about social media in their department or organisation.′ (, 16th April 2012) ‘The book talks through the challenges and ideas of how social media can be used and should be used within an organization.’ ( March 2012) With the social web being used by staff, customers and competitors, this book helps you harness its business potential.’  (Director, March 2012) ‘…offers managers, at all levels, valuable insights into the networked world.’  (CityJet Magazine, March 2012) ‘ You won’t find a better, more accessible read about the value and potential of social media anywhere.’ (, March 2012) ‘There is something in this excellent book for everyone.’  (People Management, April 2012) ′There is plenty of good sense in this book about the democratising potential of these new networks, their resistance to tidy structures, and the way they undermine old command–and–control cultures’ (Management Today, April 2012) ‘I highly recommend this book to anyone interested in social media, especially those new to blogging or tweeting.’ (, March 2012)

From the Inside Flap

Everyone knows that the impact of the web in the workplace is increasing. maybe you "get it" already, maybe you′re still working it out. The truly wonderful thing about the social web , social business, Enterprise 2.0, or whatever you want to call it, is that it makes two important things better at once: it improves business outcomes, and it improves the working lives of everyone in business. How? It gives everyone a voice, and a  chance to manifest what Nelson Mandela calls your ′spark of genius′. This collection of ideas is designed to make the web more understandable and useful in the world of work. You can read it start to finish, or you can read the chapters individually. Browse the index and dip into topics that catch your eye. Each chapter is just the right length for a visit to the restroom...perfect for conveying the essence of an aspect of the web at work. Designed to whet your appetite to get involved, or to help you understand what other people are going on about. Those who are successful at deploying social tools in business tend to be good at enticing people into using them too. This book does the same. It is like a commonplace book of ideas, trinkets, or nuggets to draw you in. Ideas to make you feel more capable. It will help you understand the potential of the web at work. gain traction, and engage others in the changes you are trying to bring about. Euan is always happy to challenge you – friend or not. If you leave a conversation with him thinking "nah nothing learnt" then you were not listening." – Mark Moran Head of Business Continuity, BBC "A thoughtful, intelligent book for managers and executives." – Mike Barlow Co–author, The Executive′s Guide to Enterprise Social Media Strategy and Partnering with the CIO "Euans voice is distinctive among the general babble about social media and web 2.0. It cuts through the confusion, making practical suggestions that can be acted on quickly, but also, drawing you into a bigger and more important conversation about why all this matters. And it does." – Dr. Matthew Shaw Curator, US Collections, The British Library

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars A How to Be Book 28 Jan 2012
At the heart of Euan's wonderful book is the context for why anyone should take the risk of going public with their lives and their organizations's lives. Euan talks about what you do so that by the doing you can learn to BE a more grown up person or organization. "Growing Up" is a central theme. For most of us - me back in my corporate stage - are so child like. So much "Look at Me!" And the "Me" is not you but what you think it should be.

Euan shows us how you can find the real you again by using social media well. He reminds us that being vulnerable and compassionate in public enables us to "write ourselves into being". So the person who does this reclaims what actually makes us most attractive as a person - that we are who we are - and this does the same for an organization.

This perspective is what is so valuable. Most of the so called Gurus miss this and focus only on the doing. I think that this reveals that they don't really understand. It is only "Look at me" on steroids.

Also most of the so called Gurus also have never achieved anything real in the field other than to collect fees. Euan is the real deal. A true pioneer whose work at the BBC in groundbreaking. This is a book born from the real struggle and the ups and downs of finding out what works or not at a time when all of this was new.

Finally Euan is true to what he asks us to try. His own humanity shines through very page. Like the true master he is, he does not have to shout out. His deep understanding also is revealed in how he has distilled his thoughts. There is a quotable gem in nearly every paragraph. I all but blew up the commenting system with my own favourite moments . [...]

My fave quote - "By changing within we can change what is outside.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Good book - read it some time 5 Aug 2012
By bobw
Social web expert Euan Sample moderated a successful session on social media at our conference in March this year. Copies of his book were available and I helped myself to one, which I've now read.

Yes, I know it's been a couple of months, but as with other business books I started it, got distracted and then returned to finish it more recently.

Like every business book I've read, in truth it's a pamphlet in book's clothing. Despite the fairly radical thinking and approach it preaches, it still follows the publishing nostrum that a book isn't worth publishing unless it's substantial.

And like other business books, it relies on the power of iteration and repetition to drive its point and meet the `weight test'. But that said, it's very well laid out and contains a number of interesting and relevant key messages.

Each chapter opens with a title and a paragraph synopsis and closes with five or six key extracts in a text box. In between lie three to six pages of thoughts and argument.

The stated idea is to give a book which can be picked up and put down - as I did - chapters of which can be read individually `in the time it takes to visit the executive restroom'. It works, and you could probably get a lot of value from it by simply reading the summary text box at each chapter's end, though it would be a pretty dry read!

The big message is that businesses would do well to embrace the social web, whether for simple hard return on investment or because society and workforces are heading in that direction in their own time (witness the rise and rise of Facebook, Twitter and Wikipedia). There's a sense of inevitability about it, in fact.
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5.0 out of 5 stars Good 17 Jun 2013
Format:Kindle Edition|Verified Purchase
Whether you are a business owner/manager or just an interested 'employee' this book has a lot to offer you to understand how social media can benefit your business, or not. Understand the reasons why businesses need social media in the same way you need to understand why individuals need and use it, and from this will come an understanding on how your success or failure can come from a single tweet.
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5.0 out of 5 stars "We all need to grow up." 3 Aug 2012
Format:Hardcover|Verified Purchase
Just as you think new horizons are visible, the destination clearer, the Financial Times(FT) publishes surprisingly Luddite responses on the impact of social media. Recent items for example come from writer Tyler Brūlé's unexpected and continued blind spot on social media to legal advice sought in the FT Entrepreneur section seeking to exclude staff's interaction with social media tools at work - fortunately the legal response did advise consultation before implementation of any policy proscription!

By contrast, significant books have been published over recent years which lay down a marker on the use and abuse of new technological connections and the changing face of (global) economic and social relations. For example: Ohmae's The Borderless World on globalisation, Levine et al in The Clue Train Manifesto on the internet, Ahonen & Moore's suggestion that Communities Dominate Brands and most recently The End of Business as Usual by Brian Solis on as he puts it the "consumer (r)evolution.".

The significance of these books is their ability to be both intellectually rigorous (always open to debate, but that is intellectual rigor for you) and bearing the essence of emotional connectivity to the human(e).

It is into to this arena that the delights of Euan Semple's first book arrive. Euan is characterised on the leaf of the hardcopy as a "one-man digital upload". His wealth of experience from his time at the BBC, to consultations with major businesses and organizations around the world, is testimony to the experience that he brings to understanding the impact of social media not only in the work place but in society at large. For, as one of the key elements he portrays, is the fact that the strict demarcation between work and home is being eroded.
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Most Recent Customer Reviews
5.0 out of 5 stars Not just for managers, and not just about tweeting.
For a start, the book looks good. It also feels good and, by god, it smells really good. You can't overestimate the importance of a good smell when it comes to a new book. Read more
Published 19 months ago by G. D. Stewart
5.0 out of 5 stars A human approach to the social web
Euan Semple oozes common sense on the social web as he explores the human dimension of this new technological environment. Read more
Published 20 months ago by Tom Beardshaw
5.0 out of 5 stars Accessible, digestible, valuable
I won't talk about the contents of the book as others give a great overview elsewhere.

In a nutshell; accessible, thought provoking, valuable. Read more
Published 22 months ago by T. J. Sharpe
5.0 out of 5 stars Top of the pops!
Short, sweet chapters. Clean, focused advice. To the point, lacking fluff, there's no way you can miss the key messages here. Brilliant.
Published 22 months ago by Dr. David James
5.0 out of 5 stars An excellent introduction to the Social Web
I recommend the book to anyone wanting to take part in social media and to managers who want to know what to do about social media in their department or organisation. Read more
Published on 15 April 2012 by A. McLachlan
5.0 out of 5 stars Brilliant guide to making social media work inside organisations
OK, let's get the declaration of interest out of the way. First, I consider myself a technologist and second I have met Euan, just once, a few years ago at an event where he was... Read more
Published on 22 Feb 2012 by AndyB
5.0 out of 5 stars Old way, new way, hybrid way - you choose
A simple question mark, for me, symbolises the difference between the old way and the new way of managing and working. Read more
Published on 13 Feb 2012 by David Tebbutt
5.0 out of 5 stars Great practical book about social tools within organisations
I first bumped into @euan virtually (still haven't met face to face) over a year ago and various people that I respect reference him for his work. Read more
Published on 30 Dec 2011 by mikey3982
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