Get BoldUsing Social Media to Create a New Type of Social Business
Get Bold offers the most systematic approach to creating a worldwide social media strategy that delivers maximum business valuefrom social media on every continent, in any marketplace.
Written by an award-winning social media evangelist who has helped make social media work in 60+ countries, it includes case studies and lessons learned from multiple business segments.
Foreword--Business Is Personal, by Charlene Li, Author of Open Leadership x
Foreword--The New Transformation: Social Business, by Mike Rhodin, Sr Vice President, IBM SWG Solutions xii
Chapter 1 The AGENDA for Social Business Success 1
Chapter 2 Align Organizational Goals and Culture 21
Chapter 3 Gain Social Trust 49
Chapter 4 Engage Through Experiences 75
Chapter 5 (Social) Network Your Business Processes 119
Chapter 6 Design for Reputation and Risk Management 149
Chapter 7 Analyze Your Data 169
Chapter 8 Technology as a Competitive Ingredient 201
Chapter 9 Draw Up Your Agenda 215
Glossary of Social Business Terms 253
Sandy Carter is VP, Social Business and Collaboration Solutions, responsible for directing IBM's Social Business initiative, working with companies becoming Social Businesses and evangelizing social business concepts and best practices. Fast Company named her one of the most influential women in technology and Everything Channel's CRN magazine recently named her one of the most powerful 100 women in channels. She is the author of The New Language of Business, which won the 2008 Platinum MarCom Award, and The New Language of Marketing 2.0, winner of the 2009 Silver Marketing Sherpa award.
"For crying out loud, IBM 'gets' social media. Don't you think it's about time that you do? This is the book to get you started."
--Guy Kawasaki, author of Enchantment: The Art of Changing Hearts, Minds, and Actions
“Sandy Carter has not just written a book, she has set a standard. Get Bold is NOT an option, it’s an imperative. It’s a book to be embraced, studied, and implemented.”
--Jeffrey Gitomer, author of The Little Red Book of Selling and Social BOOM!
"Sandy Carter is spot-on in Get Bold. IBM has understood for years that this social networking thing meant more than sharing pictures of funny cats. Get Bold speaks in a language that will satisfy the stodgiest of CEOs but with a passion that belies the importance of these tools for these times."
--Chris Brogan, president, Human Business Works
"Looking for unparalleled innovation and improvements to the way your organization operates? In Get Bold, Sandy Carter demonstrates how leveraging powerful collaborative tools will transform your business into a vibrant social business."
--Marcia Conner, Social Business Industry Analyst and coauthor of The New Social Learning
"Sandy gets it. It is all about Social Business and social media, the transformational forces in the world today! Her examples are global and applicable with lessons to help you get started fast!”
--Loic Le Meur, founder of LeWeb, #1 social media and technology event in Europe
"Outstanding!!!! Sandy Carter, Women in Technology Hall of Famer, writes about Social Business in a way that you can just 'get it.' Sandy is a talented social media expert--who really understands the business side of technology."
--Carolyn Leighton, founder/chairwoman, WITI (Women in Technology International)
“This breakthrough book gives marketers a path to making the entire organization customer-centric using social media with real case studies and strategies for significant ROI. Most importantly, it provides the arguments you need to convince senior management that all departments in the organization must ride the wave together or your company risks getting lost out at sea.“
--Roy Young, president of MarketingProfs, coauthor of Marketing Champions
"Get Bold is not another book full of buzz words that describe social media. It provides a clear blueprint for developing strategies that leverage social media to deliver tangible business results. If you want to create a social enterprise, you need to read this book!"
--Tony O'Driscoll, executive director, Center for Technology Entertainment and Media, Fuqua School of Business, Duke University
“For years now, companies have been watching the growing popularity of social networking and asking themselves whether this is something they should pay attention to. In Get Bold, Sandy Carter urges companies to leverage social media to unlock the intellectual capital within their organizations, paving the way for unprecedented innovation and becoming a new type of Social Business. Her book is based on her experiences helping IBM become a world-class Social Business and working with clients around the world and across industries to help them do so as well. Sandy offers the readers of Get Bold an action-oriented Social Business agenda to them get started today.”
--Irving Wladawsky-Berger, strategic advisor, IBM and Citigroup; and visiting faculty, MIT and Imperial College
"At this moment, we are on the verge of the largest shift in the communications landscape in the history of mankind. For the first time ever, companies can communicate with their constituents in ways never before possible. This more connected and engaged way of doing business, Social Business, will transform the way business gets done well into the next century. In Sandy Carter's new book, Get Bold, Sandy illustrates what leading companies are doing to transform their business around a framework to chart their own path to social business success. As a core partner of IBM's on Social Business, we'd encourage you to pick up this must-read!"
--Jeff Dachis, CEO of Dachis Group, who coined the phrase “Social Business”
"Sandy writes with the wisdom of a business leader who has lived through the transformation toward a Social Business within her organization. If you liked her previous books, you will enjoy her insight across numerous clients and case studies that describe how they are aligning their organizations, building trust, and engaging customers, employees, and constituents."
--Rawn Shah, blogger at blogs.Forbes.com/rawnshah and author Social Networking for Business
"I usually avoid people with agendas, but here's an AGENDA we should all adopt in Sandy Carter's new book, Get Bold."
--Ray Wang, principal analyst and CEO, Constellation Research
“France is beginning their Social Business journey. Get Bold is a book that showcases over 70 client examples including industry thought leaders from across Europe! Read it.”
--Bertrand Duperrin, lead Social Business consultant at NextModernity
"In Costa Rica, we are intensive users and developers of social technology. Get Bold is a must-read for all those responsible for the transformation, of both companies and countries, required for the return to growth."
--Dr. Roberto Sasso, Presidente, Club de Investigación Tecnológica
"Ever thought social media was not for business? Think again! Sandy Carter provides a robust framework to help you transform your business into a Social Business.”
--Adrian C. Ott, award-winning author of The 24-Hour Customer
"Get Bold is an easy-to-read framework that will help your organization achieve tremendous results!"
--Jeremiah Owyang, industry analyst, Altimeter Group
"Get Bold is transformative for executives looking to generate a competitive edge in the digital world. It leverages social media technologies, integrating them across all business functions to create an innovative Social Business."
--Dr. Ira Kaufman, assistant professor, Lynchburg College School of Business and Economics; president, Entwine Digital
"Sandy Carter truly understands Social Business. In fact, Sandy has helped lead her employer IBM to be one of the most passionate advocates of this new approach. In Sandy's new book, Get Bold, she shares her insight, experience, and passion, detailing the real value that Social Business adoption can provide companies of all sizes."
--Stuart McIntyre, CTO, Collaboration Matters
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