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

Anthony Bradley;Mark McDonald
5.0 out of 5 stars  See all reviews (4 customer reviews)
RRP: 24.99
Price: 17.61 & FREE Delivery in the UK. Details
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Book Description

1 Oct 2011
As a leader it's your job to get the most talent, energy, knowledge and inno1vationout of your employees. But how do you tap into that collective intelligence? And how do you go beyond simply connecting your workforce to actually seeing results from those connections?

The answer is social technology. In this book, two of Gartner's lead analysts share their experience working with more than 300 companies who have successfully used social technologies to collect, and capitalize on, the wisdom of their employees.

This book focuses on the business and management use of social media, not on the technologies themselves. It teaches leaders how to produce predictable business results using collaboration tools, and how to focus on desired results while freeing employees to create their own roadmaps.

Where other books have described social technology trends, and how companies are beginning to use Facebook, wikis and collaborative software to connect employees to each other, this book takes the crucial next step and provides a prescriptive framework of 6 core principles that will help business leaders facilitate and capitalize on the new environment and its resources. Those principles are:

  1. Participation: social media tools only work if everyone participates
  2. Collective Purpose: everyone must understand the goal of participating to ensure useable outcomes
  3. Transparency: Everyone must be privy to eath other's contributions so that content can be improved, corrected and allowed to evolve
  4. Independence: Every participant must be able to contribute anytime, without having to request admittance
  5. Capture and Contribute: contributions must be recorded and remain available for others to view, share and argue over
  6. Emergence: you can't predict what will happen in this collaborative state. You must be willing to allow for unexpected outcomes like unknown expertise, new work processes, etc

Frequently Bought Together

The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees + The Collaborative Organization: A Strategic Guide to Solving Your Internal Business Challenges Using Emerging Social and Collaborative Tools + Social Business By Design: Transformative Social Media Strategies for the Connected Company
Price For All Three: 49.57

Buy the selected items together


Product details

  • Hardcover: 256 pages
  • Publisher: Harvard Business Review Press (1 Oct 2011)
  • Language: English
  • ISBN-10: 9781422172360
  • ISBN-13: 978-1422172360
  • ASIN: 1422172368
  • Product Dimensions: 23.6 x 16.3 x 2.5 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 193,462 in Books (See Top 100 in Books)

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Review

"If you are planning to launch a collaboration initiative, have a quick read of this book to make sure you have thought through everything you need to do and get it right first time." -- BCS, the Chartered Institute of IT "The book includes useful examples of companies that have transformed themselves into "social organisations." -- CPO Agenda "Shows how to turn ad hoc collaboration into a disciplined strategy to achieve key business goals." -- Engineering and Technology 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.

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover
If you can sleep at night thinking your business is ticking along nicely you have not read The Social Organisation. This book makes you think into the wee small hours about the trends that are actually on our doorsteps and can and will affect our companies and our competitors overnight. This is make or break stuff. These guys are clever and link social trends to the way in which the youth of today play video games collaboratively and how this behaviour will transcend their commercial lives and affect you as a business owner/director/manager or even consumer. Think of the opening clip to that infamous movie Blue Velvet (Dennis Hopkins & Isabella Rossellini) - all white picket fences, nice firemen waving to the neighbours then the close up of the chopped off human ear. OK so its not THAT scary but it does make you think and hopefully kick you into action to ensure that you are one of the players, or the survivors of the next wave.
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Format:Hardcover|Verified Purchase
This book is an excellent look at the cultural aspects of becoming a social business. Whilst many books and experts focus on the tech side of things, this book gets to the heart of what being collaborative is. Well worth reading.
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Format:Hardcover|Verified Purchase
I bought this book as a result of a research paper I was writing on social media change management. Book is easy to follow and insightful. It has a surprisingly strong theoretical backing, which provides a valuable mix of theory and application.
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By Robert Morris TOP 500 REVIEWER
Format:Hardcover
I agree with Anthony Bradley and Mark McDonald that leaders in many (most?) organizations incorrectly assume that success with social media is fundamentally a matter of effective technology implementation. That is important, of course, but the primary challenge is to leadership and management to create "mass collaboration that [in turn] gives organizations unique capabilities to create value for customers, employees, and stakeholders." Without effective leadership and management, initiatives will fail. Those who doubt that are urged to read Morten Hansen's latest book, Collaboration: How Leaders Avoid the Traps, Create Unity, and Reap Big. Only through an open and inclusive collaborative process can the use of social media enable any organization to "tap the collective genius" of its stakeholder constituencies.

Within 11 chapters and then an Epilogue, Bradley and McDonald provide an abundance of information, insights, and counsel that will help leaders in almost any organization (whatever its size and nature may be) to achieve separate but interdependent strategic objectives that include these:

o Define a compelling vision that inspires and energizes everyone involved
o Formulate a strategy that will guide and inform initiatives that have measurable impact
o Communicate and nourish a clear purpose that everyone supports
o Create or strengthen an environment within which everyone is actively and productively engaged
o Provide enlightened supervision within a structure that nourishes innovative thinking
o Meanwhile, remain flexible and resilient to accommodate change in a timely and effective manner

Bradley and McDonald seem to address all of the "what" involved with achieving these and other objectives.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.8 out of 5 stars  13 reviews
10 of 10 people found the following review helpful
5.0 out of 5 stars an exciting vision and opportunity, with real world implementation plan 5 Oct 2011
By michael #e20 - Published on Amazon.com
Format:Hardcover
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.
7 of 7 people found the following review helpful
5.0 out of 5 stars Organizations as collaborators ... not just groups 30 Nov 2011
By T. Sales - Published on Amazon.com
Format:Hardcover|Verified Purchase
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.
3 of 3 people found the following review helpful
5.0 out of 5 stars Clear path to capitalizing on mass collaboration 18 Oct 2011
By Doug Laney - Published on Amazon.com
Format:Hardcover|Verified Purchase
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.
2 of 2 people found the following review helpful
5.0 out of 5 stars A must read for the business leader and entrepreneur. 15 Oct 2011
By penslayer - Published on Amazon.com
Format:Hardcover
The social Organization is a must read for the business leader in order to understand how mass collaboration can benefit your business if implemented properly. Bradley's thorough explanation of how social media can positively affect a business organization is clear and decisive. The book is well written and answers the question that most social media books have not. "How to achieve broad and sustainable success as an organization using social media?" I highly recommend this book, not only for the business leader, but anyone involved in the business world that desires a competitive edge.
4 of 5 people found the following review helpful
5.0 out of 5 stars How and why organizational success with social media "is fundamentally a leadership and management challenge" 10 Jan 2012
By Robert Morris - Published on Amazon.com
Format:Hardcover
I agree with Anthony Bradley and Mark McDonald that leaders in many (most?) organizations incorrectly assume that success with social media is fundamentally a matter of effective technology implementation. That is important, of course, but the primary challenge is to leadership and management to create "mass collaboration that [in turn] gives organizations unique capabilities to create value for customers, employees, and stakeholders." Without effective leadership and management, initiatives will fail. Those who doubt that are urged to read Morten Hansen's latest book, Collaboration: How Leaders Avoid the Traps, Create Unity, and Reap Big. Only through an open and inclusive collaborative process can the use of social media enable any organization to "tap the collective genius" of its stakeholder constituencies.

Within 11 chapters and then an Epilogue, Bradley and McDonald provide an abundance of information, insights, and counsel that will help leaders in almost any organization (whatever its size and nature may be) to achieve separate but interdependent strategic objectives that include these:

o Define a compelling vision that inspires and energizes everyone involved
o Formulate a strategy that will guide and inform initiatives that have measurable impact
o Communicate and nourish a clear purpose that everyone supports
o Create or strengthen an environment within which everyone is actively and productively engaged
o Provide enlightened supervision within a structure that nourishes innovative thinking
o Meanwhile, remain flexible and resilient to accommodate change in a timely and effective manner

Bradley and McDonald seem to address all of the "what" involved with achieving these and other objectives. However, their primary focus is really on the "how" and "why" of an immensely complicated process of organizational transformation. The challenges may seem to be the "bad news" but I presume to suggest that there is also "good news." The open and inclusive collaborative approach that Bradley and McDonald introduce and recommend ensures wide and deep participation of those who possess the talents, skills, and experience needed, both within and outside the given organization; the availability of additional support resources if and when needed; access to the "do's" and "don'ts" revealed by the real-world experiences of dozens of social organizations discussed in the book; and finally, the approach ensures that the game plan formulated and then implemented is cohesive and comprehensive rather than expedient, fragmented, and inevitably ineffective.

Although there are component segments of valuable counsel inserted in each chapter throughout the lively and eloquent narrative (e.g. "The Three Components of Mass Collaboration" on Page 10-12, "Six Principles of Mass Collaboration" on Pages 12-15, "How a Collaborative Community Works" 0n Pages 16-19, and "New Ways for the Masses to Collaborate" on Pages 19-22" all in Chapter 2), this is NOT a book to dip in and out of randomly, superficially. As already indicated, Anthony Bradley and Mark McDonald have formulated and now share a cohesive, comprehensive, and cost-effective program that requires close attention, thoughtful consideration, and hopefully rigorous discussion by those who lead the organizational transformation initiatives.
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