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A Book on Social Media for A Good Cause

May 31, 2011 - 6 Comments

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  Happy reading!

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  1. Chris,
    Thank you so much. I just had a great meeting with Not For Sale and I am blown away at their dedication to abolish sex trafficking. Hats off to their team for sure!!

    Appreciate the comment.

  2. I think thats great what your doing Michael along with it being a great marketing tool in itself. Good luck with the book and i hope its a hit 🙂

  3. Well, fortunately social media is not so much of an afterthought anymore.. and the companies that treat it as such will have to play catch up!

    dee 🙂

    • Thanks for the comment! It’s the internal enablement part that is still a big challenge for companies. Many got into social externally first without a solid plan for internal enablement. Many companies are now trying to handle social externally and scaling social and enabling their employees, subject matter experts, etc at the same time. That was not really a consideration for many when they first ventured into social – they are addressing these challenges now :-). That’s what the terms “overlooked” and “after thought” refer to. Hope this clears up any confusion that may exist. 🙂

  4. Petra — thank you for the kind post. I really appreciate you mentioning Not For Sale.

    Talk soon,