Social Networking for Business (2010)

By: Rawn Shah

ISBN-10: 0132711672 • ISBN-13: 9780132711678
©2010 • Pearson Prentice Hall • Paper, 192 pp
Published: 2010, Wharton School Publishing 


Social Networking for Business (Wharton School Publishing / Pearson, 2010)

The idea of what an online Community exploded in complexity in the 2000s as new forms of social software emerged both on the Web and inside organizations. Yet, we continue to refer to all of these as social tools or ‘communities’ even though the experiences they afford us and more importantly the purpose they serve are as diverse as physical world cities, cultures and geographies.

This book explains in clear ideas the many components that go into an overall framework that can describe any social experience. By bringing a modeling approach to how we envision collaboration and community, this book helps you set the context for what social experience and social tool types you really want and need, as well as how to design and build your own.

Today, organizations increasingly expect their social computing applications and communities to create meaningful, measurable business value. That won’t happen by itself: it requires careful planning and active, intelligent management. In Social Networking for Business, Rawn Shah brings together business social computing patterns and best practices drawn from his extensive experience running online communities at IBM. He systematically covers all four key aspects of successful planning and management: people, place, purpose, and production. Drawing on many real-world examples, he identifies key success factors associated with launching online communities that meet their goals, and guides you through managing the crucial “micro-challenges” businesses face in keeping them vibrant. You’ll discover how to successfully architect social environments and experiences; build participation, trust and reputation; empower participants without creating anarchy; identify the right social functions for your communities; use social computing to collaborate and create valuable new information; build a social culture; staff online communities cost-effectively; avoid pitfalls that lead to failure; even measure social capital and link it to financial results. Whether you’re a social computing strategist or in-the-trenches manager, chances are you’ve been on your own, until now. This book gives you the expert guidance and support you need every step of the way.


Where to Buy



  • Worldwide: Barnes & Nobles Booksellers, Books a Million

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