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A Book on Social Media for A Good Cause

May 31, 2011 at 3:06 pm PST

I love writing about people or initiatives that help advance society. That brings me to this blog post: Smart Business, Social Business, a new book by Michael Brito (@britopian), VP of Digital at Edelman. Although the book is not out yet, I’m already excited for 2 reasons:

1.        The book focuses on the internal requirements of enabling a successful social business – a topic close to my heart and one that is often an “overlooked” or “after thought” area for many companies. It walks the reader through the internal transformation of organizations into a social business and describes the key factors to be considered in this evolution.

2.       Michael will be donating the book royalties to Not for Sale, a non-profit organization on a quest to end human trafficking and slavery.

The book will be available on July 26 but you can pre-order now. What can be better than learning and helping at the same time? We sat down with Michael to learn more about his cause and of course, the book. Check out our interview with him and some exclusive lessons learned – you’ve heard them here first!

Lesson #1: Operationalize social media internally to have a more effective external voice.

Lesson #2: Pay close attention to the social customer, understand their behaviors and usage models, and build core relationships with them (usually through their social counterparts, the Community Managers and subject matter experts).

Lesson #3: In order for an organization to really change, there must be a fundamental shift in culture that starts at the top and filters down to the rest of the organization.

To learn more about Michael’s book, visit http://www.thesocialbusinessbook.com.  Happy reading!

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Social Media Summit: Final Day Wrap-up #ragancisco

After two days of action packed and informative sessions, today was the final day of the Ragan Social Media summit at Cisco. We had a great lineup of speakers, including a special closing keynote from Brian Solis. Before I share a quick recap of this exciting day, let’s take a look at some of the trending topics during today’s sessions from our @CiscoSocial twitter handle.

We had a total of five presentations today divided into two tracks — Internal and External Communications. Stephanie Marx (@steffymarx), and Marie Gassee kicked off the morning session with an engaging presentation on social media monitoring and engagement. The Engagement Flow Model shared during this presentation provided a succinct and organized way to respond to your social media audience.

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From the Wild West to Organized Social Business

April 19, 2011 at 3:58 pm PST

I was invited as a speaker and panelist to the B2B Social Communications Leadership Forum presented by PR Newswire and Business Development Institute. First of all, kudos to the organizers and our moderator, Michael Pranikoff (@mpranikoff) of PR Newswire. I also want to give a shout out to my fellow keynote speaker, Matt Ceniceros (@mattceni) of Applied Materials and our fellow panelists David Hargreaves (@DavidHargreaves) of Beyond and Tony Uphoff (@TonyUphoff) of UBM TechWeb.

In a nutshell, my presentation focused on how we organize social business at Cisco and how our internal social efforts have an effect on external social engagement. If you just did a double take, here is what I mean by that:

1. Defining the sand box: we encourage our employees to participate in social media but we realize that we need to do so in a way that protects both the company and individuals. You know the old saying “What happens in Vegas stays in Vegas”? The new saying should go more like “What happens in Vegas ends up on Twitter or Facebook”. Hence the need for social media governance. Our policies and guidelines are the first step for anyone at Cisco looking to engage in social media. Knowing the expectations and rules of engagement is a prerequisite.  

2. Providing the tools and know how: once a person has familiarized him-/herself with our policies and guidelines, our next step is to arm this person with various tools and resources to help him or her on his or her social journey. And being a large company, the ability to scale our education and enablement programs is critical. We look at education and enablement Read More »

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Evolving into a Social Business

“Social Business” seems to be the next logical evolution within an enterprise that has already started adopting social media practices within various departments. Recently, I had a chance to discuss this topic with other industry leading social media practitioners. I also attend a few panel discussions at Social Media Week in San Francisco during which a spotlight was placed on this topic. Through this blog series, I will share my findings and thoughts on topics such as Social Business and Social CRM, and how these concepts can be leveraged within an organization to improve the bottom line.

The online behavior pattern of consumers has shifted noticeably in recent years. According to comScore, the percentage of time spent on portals has declined by 1.4 % while at the same time; the percentage of time spent on social media has been steadily increasing.


Time spent on Social Media Websites

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