The most powerful brand on Earth : how to transform teams, empower employees, integrate partners, and mobilize customers to beat the competition in digital and social media /
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| Author / Creator: | Boudreaux, Chris. |
|---|---|
| Imprint: | Upper Saddle River, New Jersey : Prentice Hall, [2014] |
| Description: | xviii, 215 pages : illustrations ; 24 cm |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/9625038 |
Table of Contents:
- Preface
- Acknowledgments
- About the Authors
- 1. Web of Trust: The Case for the Social Work Force
- The Source of Brand Power Today
- Your Brand's Official Communicators Cannot Do It Alone
- Your Next Steps
- 2. Help Your People Do Well
- Why You Must Help Your People
- How to Help Your Social Employees
- How Social Brands Tend to Evolve
- Your Next Steps
- 3. Influence: It's Complicated
- Coauthored by Constantin Basturea
- The Nature of Online Influence Is Often Misunderstood
- How Social Employees Empower Brands
- Your Next Steps
- 4. The Power to Sway: Helping Employees Build Advocacy Online
- Coauthored by Constantin Basturea
- Permission Is Not Enough
- Prepare
- Perform
- Your Next Steps
- 5. You Will Measure New Things in New Ways
- How to Begin Measuring
- Outcomes: Measuring Business Impact
- Summary
- Your Next Steps
- 6. Safety and Security
- Protecting Information and Privacy
- Complying with Disclosure Requirements
- Preventing Competitive Poaching
- Your Next Steps
- 7. How to Begin
- The Business Case
- Get Some Seed Money: Selling to Internal Stakeholders
- Leverage Early Adopters
- Build a Pilot
- Case Study: The IBM Select Social Eminence Program
- Your Next Steps
- 8. Build Your Team
- Program Leadership
- Program Team
- Program Participants
- Extended Team
- Business Unit Leaders and Functional Leaders
- PR or Corporate Communications
- Human Resources
- External Influencers
- Information Technology
- Time Commitments
- Your Next Steps
- 9. Manage the Journey
- Culture and Change Management Will Make or Break Your Program
- Learning from the Past
- Change Management Is New to Many Leaders
- An Approach for Managing the Journey
- Be the Change You Wish to See
- Your Next Steps
- 10. The Future of the Social Work Force
- People Will Change
- Technology Will Change
- Increasing Automation
- Organizations Will Change
- Results for Workers and Leaders
- Your Next Steps
- Index
