Harvard Business Review Press
October 18, 2011
As a leader, it’s your job to maximize the talent, energy, and creativity of your employees while also engaging your customers in meeting your business goals. Today’s increased collaboration, fueled by social media technology, already links employees and customers and generates value for Web-savvy companies. How can you capitalize on the collaborative power of social media?
In The Social Organization, Anthony Bradley and Mark McDonald – leading experts in the area of social media at Gartner – show how to turn ad hoc collaboration into a discipline strategy that achieves key business schools. When it comes to leveraging social media, the most successful companies whose methods and practices that both Foster and capitalize on customers’ and employees’ collective intelligence and ingenuity. The authors share insights from their study of more than four hundred organizations around the world – including businesses as diverse as Xilinx, Ford Motor Company, and CEMEX – that have used social technologies to achieve successes that would have been unimaginable only a few years ago.
But putting social technologies to use takes skill and forethought. Bradley and McDonald to find the set of core disciplines you need to harness to turn mass collaboration into tangible results:
- Vision: defining a compelling vision of progress toward becoming a highly collaborative organization
- Strategy: taking community collaboration from risky and random success to measurable business
- Purpose: rallying people around a clear purpose, Not just providing them with social media technology
- Launch: creating a collaborative environment and persuading customers and employees to embrace it
- Guide: participating in and influencing communities as they pursue their purpose, without stifling collaboration.
- Adapt: responding creatively to change by modifying your organization in order to better support community collaboration
The Social Organization highlights the benefits and challenges of using social technology to tap the power of collective effort. Packed with practical advice and compelling examples, this new book reveals you can make mass collaboration a source of enduring competitive advantage in your enterprise.
Anthony J. Bradley is a group vice president at Gartner Research. His responsibilities include advising clients on the enterprise employment of social media and social software solutions.
Mark P. McDonald is a group vice president and head of research at Gartner Executive Programs. He works with executives on the business applications of information technology.