Table of Contents
Ch 1 What is a SocialCorp /Benefits
Ch 2 What does it take to become a SocialCorp
Ch 3 Social Media and Web 2.0
Ch 4 No Brand Surrender
Ch 5 Reaching the Right People
Ch 6 Overcoming Risk
Ch 7 Measurable Value
Ch 8 SocialCorp 2.0 (the future)
This book will help companies of all sizes develop and implement a strategy to become a SocialCorp, a company that has adopted social media intelligently and effectively, in a way that does not compromise the company's primary obligations as a corporation. While the conversational and engagement values of social media are well understood, many social media theorists often overlook the realities faced by the large corporation, like accountability to shareholders and regulators, and how these factors cannot be overlooked in corporate social media adoption. Using case studies and analysis of available social media tools, and proven corporate social media strategies, the book will help corporate communicators understand the new communications landscape, the power of social media, and how to adopt it intelligently in a corporate environment.
Joel Postman is the principal of Socialized, a consultancy that helps companies take advantage of social media in corporate communications, public relations and marketing. Prior to founding Socialized, Joel was EVP of Emerging Media at Eastwick Communications, where he led the agency's social media practice and helped companies like Fujitsu, StrongMail, and Seagate Technology adopt social media initiatives. Joel is a 20-year corporate communications veteran. He worked for five years at Sun Microsystems, where he as a senior manager of executive communications and speechwriter to then-CEO and chairman, Scott McNealy. After Sun, Joel joined Hewlett Packard.
"There is much talk about the 'online conversation' but this has become a moving target because of new media publishing technologies such as Twitter, Friendfeed, Seesmic, etc. This fragmentation of media requires attention, and it takes a person such as Joel Postman to help put all these techniques and technologies into perspective. I've been saying for several years now that every company is now a media company, and every company needs to master the new media technologies at our disposal. Joel can help large and small corporations use the appropriate approaches because of his experience in journalism, corporate PR, and social media."
Tom Foremski, Silicon Valley Watcher
"SocialCorp is a must read for any corporate communications professional. It also serves as an invaluable scale for balancing business objectives, corporate responsibility to stakeholders, and customer and influencer engagement. Joel Postman is a long time veteran of strategic communications and a proven expert in the socialization of marketing communications. His guidance will ensure that your company will not only stay on track with critical day-to-day marketing communications, but also increase brand visibility, resonance, and loyalty through direct participation in the online communities that expand your business opportunities."
Brian Solis, Principal of FutureWorks PR, author, and blogger at PR 2.0
"I'm about three-quarters of the way through the book and I am having trouble putting it down. Postman sees social media for what it is - a complementing strategy for companies to help them achieve their already established business objectives. He writes about specific considerations that both private and public companies should make before introducing social media programs. And he understands the risks. He also included one of the most comprehensive social media glossaries I've ever seen. I can't wait to finish it."