Social as a Business Tool and Richard Windsor Unchained
Social as a Business Tool and Richard Windsor Unchained Id like to call your attention to two new information resources on the web. "Social" as a business tool. First, my friend and former colleague Nilofer Merchant has written an ebook on the role of "social" tools in business strategy and operations. Its called "11 Rules for Creating Value in the Social Era," and is published through Harvard Business Review. In the book, Nilofer addresses a flaw in thinking that we saw in many businesses while we were consulting at Rubicon: when you say "social," most established companies think of a new medium for marketing their products, like a new form of advertising. So they assign social responsibility to their marketing team, and treat it as a method to shove one-way messages into the eyes and ears of customers. But some companies, especially startups, are learning to integrate the full range of what we call "social" tools deeply into all ...