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Smart Business, Social Business


This book will help organizations evolve into a fully collaborative social business.  It serves as a step by step playbook to achieve organizational change, process efficiencies and technology acumen:

  • Proven solutions for the real people, process, and technology obstacles businesses face in using social media behind the firewall.
  • How to have the successful internal conversations with stakeholders, partners and global teams that lead to successful external conversations with the social customer
  • Strategies for improving organizational dynamics, collaboration, governance, training, engagement, policies, technology integration, workflows, social CRM, and metrics

Many organizations today have already evolved into social brands. They may be active on Twitter and Facebook; they may have corporate blogs and communities and they are trying hard to engage effectively with the social customer. However, behind the firewall, chaos, anarchy, and conflict reign. In Smart Business, Social Business, leading enterprise social business consultant shows how to build an internal framework based on change management that will lead to success with social media: one that will make external engagement more effective, meaningful, and sustainable. Michael Brito systematically identifies the internal culture, process and technology obstacles to long-term success with social media, and offer best practice solutions. He discusses a wide spectrum of issues, offering actionable intelligence and helping decision-makers build strategies and plans that deliver value. Topics addressed include change management, organizational models and dynamics, internal communications, collaboration, governance, metrics, training, employee activation, policies, technology integration, workflows, social CRM, and much more. Drawing on his own experience working for Silicon Valley companies, HP, Yahoo! and Intel, Brito presents dozens of examples and case studies. Using this book, companies can begin to transform their organizations from just a “social brand” to a fully collaborative and dynamic “social business.”

From the Back Cover
“To thrive and win in the dynamic new world of social business, you need a strong foundational understanding, a clear and purposeful strategy, and playbook to turn concepts and intentions into actions and results. Michael Brito delivers these essentials so you can get going–now–on the path to social business success. Read, conceptualize, customize, execute, win.”
–Mark Yolton, Senior Vice President, SAP

“It’s time to get serious about social media execution. Michael Brito shows you how. This book will transform your thinking and inspire change across your organization.”
–Clara Shih, Author of The Facebook Era and CEO/Founder of Hearsay Social

“It isn’t enough to just be on Twitter and Facebook to be ‘social’ in business today. Michael Brito expertly leads you into the 2012 world where being social in business is expected, not an extra frill done by some geeks in the corner. This book will get your company up to date and will show you the management and tooling changes you need to make to keep up with the Facebook generation.”
–Robert Scoble, Chief Learning Officer, Rackspace

“Smart Business, Social Business should be in the hands of every executive who knows social media is transforming the way we do business and doesn’t want to get left behind.”
–Ben Parr, Editor-at-Large, Mashable

“Michael Brito is one of the real deals. In a world where it’s hard to find accredited sources in disruptive technology, Michael Brito has brand side experience, as well as agency side perspective. His new book is a likely desktop reference for organizations to understand the social customer and to humanize its business operations.”
–Jeremiah Owyang, Partner, Altimeter Group

“It’s clear now that every business needs to begin its transformational journey towards becoming a social enterprise. This book gets right to it with practical steps to take, models to follow, roles to create, and case studies to inspire. The essence of today’s modern thinking in one nice, neat package.”
–David Alston, Chief Marketing Officer, Radian6

Become an Authentic, High Performing, and Collaborative “Social Business”
…and Reap the Rewards of Driving Real Business Value

You’ll learn how to

  • Transform from a “social brand” to a fully collaborative “social business”
  • Have productive internal conversations with stakeholders that lead to successful external conversations with the community
  • Create effective organizational models that drive collaboration and communication
  • Overcome the conflicts of social media ownership from behind the firewall
  • Tear down the “organizational silos” that prevent crucial collaboration
  • Select the right social media tools, technologies, and agencies that will add value to the business
  • Implement moderation strategies and governance models that address social media policies and procedures
  • Embrace today’s new social customer and implement a next-generation “Social CRM” strategy
  • Measure the effectiveness of your social media presence and initiatives
  • Utilize social techniques to engage better talent and put it to work
  • Use community feedback to shape your business models, products, and processes

Many companies are active on Twitter and Facebook…have blogs and online communities…but behind the firewall, chaos, anarchy, and conflict reign. In this book, top social business expert Michael Brito shows how to build a rock-solid internal framework to operationalize social media and make external engagement and community building more effective, meaningful, and sustainable. Brito systematically reviews the people, process, and technology obstacles you’ll face within the organization, and shares best-practice solutions drawn from his extensive experience with leading-edge brands. Step by step, you’ll learn how to humanize business operations and build a collaborative organization that can effectively engage with the social customer.

Book Details

  • Hardcover: 272 pages
  • Publisher: Que (July 2011)
  • Language: English
  • ISBN-10: 0789747995
  • ISBN-13: 978-0789747990
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