Darin E. Hartley - 10 steps to successful social networking for business
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- Book:10 steps to successful social networking for business
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- Publisher:Association for Talent Development/ASTD Press
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- Year:2010
- City:Alexandria, Va
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Social networking has the potential to change the game for many businesses by connecting services or products directly to customers, but it can be hard to know where to start and how to use these technologies. 10 Steps to Social Networking for Business is your primer to understanding and implementing some of the most frequently used social networking systems. Youll now know their features and be able to demonstrate how some organizations have used social networking to connect with their customers. This brand-new title lets you select the best systems for your own business, develop and launch a social networking initiative that connects to key business drivers, and build success over time. An appendix provides a more detailed roadmap for custom building a social networking system that is unique to your organization.
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Let's face it, most people spend their days in chaotic, fast-paced, time- and resource-strained organizations. Finding time for just one more project, assignment, or even learning opportunityno matter how career enhancing or usefulis difficult to imagine. The 10 Steps series is designed for today's busy professional who needs advice and guidance on a wide array of topics ranging from project management to people management, from business strategy to decision making and time management, from stepping in to deliver a presentation for someone else to researching and creating a compelling presentation as well as effectively delivering the content. Each book in this new ASTD series promises to take its readers on a journey to basic understanding, with practical application the ultimate destination. This is truly a just-tell-me-what-to-do-now series. You will find action-driven language teamed with examples, worksheets, case studies, and tools to help you quickly implement the right steps and chart a path to your own success. The 10 Steps series will appeal to a broad business audience from middle managers to upper-level management. Workplace learning and human resource professionals along with other professionals seeking to improve their value proposition in their organizations will find these books a great resource.
2010 the American Society for Training & Development
All rights reserved.
No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, please go to www.copyright.com, or contact
Copyright Clearance Center (CCC), 222 Rosewood Drive, Danvers, MA 01923
(telephone: 1.978.750.8400, fax: 1.978.646.8600).
ASTD Press is an internationally renowned source of insightful and practical information on workplace learning and performance topics, including training basics, evaluation and return-on-investment, instructional systems development, e-learning, leadership, and career development.
Ordering information for print edition: Books published by ASTD Press can be purchased by visiting ASTD's website at store.astd.org or by calling 1.800.628.2783 or 1.703.683.8100.
Library of Congress Control Number: 2009935212 (print edition only)
Print edition ISBN: 978-1-56286-717-1
PDF e-book edition ISBN: 978-1-60728-359-1
ASTD Press Editorial Staff:
Director: Dean Smith
Editorial Manager: Jacqueline Edlund-Braun
Senior Associate Editor: Tora Estep
Senior Associate Editor: Justin Brusino
Editorial Assistant: Victoria DeVaux
Editorial, Design, and Production: Abella Publishing Services, LLC
Cover Design: Steve Fife
In the social networking surround we are all experiencing, it may seem daunting to even know where to begin in your journey to leverage social networking in your business. In The Paradox of Choice: Why More Is Less (2004) by Barry Schwartz, we learn that a bewildering array of choices actually floods our brains and ultimately restricts us instead of freeing us because it creates decision paralysis and, as a result, inaction. To experience this firsthand, enter any video store and try to make a quick decision or, better still, if you have children, take them down the cereal aisle in a supermarket and ask them to choose a box. The phenomenon can be similar for business professionals exploring the virtual aisles of social networking offerings.
Whether you run a solo consulting practice or a worldwide enterprise, you likely use some form of social networking to connect your customer base to the products or services you offer. While businesses of all sizes do recognize the game-changing potential of social networking's proliferation and millions of users, many still struggle with putting together a rational plan to take advantage of its full potential. 10 Steps to Successful Social Networking for Business offers you a step-by-step plan to use the advantages of social networking to build brand and customer loyalty and to share organizational knowledge. In addition, the book showsyou how social networking can be used to increase market share and drive sales. Grounding in social networking is provided in the initial steps of the book, with a discussion of how organizations are using widely available social networking options such as Facebook, Twitter, LinkedIn, and Plaxo and content-sharing networks such as Delicious, Digg, Reddit, StumbleUpon, Buzzup, and many others. Succeeding steps demonstrate how to make the right social networking decisions for your organization, including how to tie your choices to key business drivers; how to make decisions about building a custom social networking system or using an off-the-shelf system; how to build an audience and connect your business to the world; and, finally, how to keep up with technology.
Don't let the vast number of offerings or number of people using these systems hinder your exploration and ultimate implementation of social networking systems for your business. In fact, the sheer volume of people using the systems can help drive more customers and opportunities to you and your organization.
Darin Hartley
March 2010
It takes a village to write a book, and this one was no exception.
I'd like to thank Mark Morrow who worked with me on the concept for the book and provided real, actionable feedback from the concept through the first draft. I have worked with him on other book projects; he is always a great mentor and a great sounding board. My manager and dear friend Sam Herring encouraged my work on this project and has provided valuable insights to me in my tenure at Intrepid Learning Solutions. I want to also thank Valerie Irons for her help with driving members to the social networking sites.
Dean Smith and Jacqueline Edlund-Braun at ASTD have been professional cheerleaders and have provided guidance and coaching on this project. Without Tora Estep (ASTD) and Belinda Thresher (Abella Publishing Services, LLC) this project would not have been completed as professionally as it was. I have four new professional colleagues and four new Facebook friends.
Finally, I must thank Libbie, my best friend in the world, whom I have known and been married to more than half my life, and our two young men, Justin and Joe, for allowing me to spend time at home working on the manuscript, sometimes at their expense.
The idea of a book on social networking might seem like an oxymoron. After all, reading about social networking on a printed page without the ability to follow hyperlinks to more information, comment on what is being said, or even forward the information to another person seems at the very least dated and perhaps a bit risky.
That is certainly a fair assessment. Technology changes daily. High-flying online companies with millions of users and members can disappear or become irrelevant in a matter of months. Specialized or unique knowledge about a product or service often becomes common knowledge by the time a book is written, edited, and finally published.
While these and other challenges do exist for the printed word, books on some technology-driven topics and even books on social networking can be useful as long as expectations are managed and clear goals are established. So, in the spirit of those plainly stated boundaries, here is what
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