Michael Brito - Smart Business, Social Business: A Playbook for Social Media in Your Organization

Smart Business, Social Business is comprehensive in scope and a must-read for all businesses grappling with the rapidly changing world of social media and its potential positive (or negative) impact on business.

Chip Rodgers, Vice President and COO,
SAP Community Network, SAP AG

Social media has empowered the social customer, which is forcing all businesses to be more human and in touch. It is imperative that companies today understand what social business means and how they can begin to effectively practice it internally and externally within their organizations. Michael Britos book, Smart Business, Social Business, is an outstanding guide to understanding social and the steps necessary to leverage its power to compete effectively in todays changing business landscape.

Jon Ferrara, CEO, Nimble.com

If youre not considering your customers network value, youre a fool. Let Brito help you.

Joe Fernandez, CEO and Co-founder, Klout

Social media for enterprise markets has a much different set of complexities than social media for consumer markets. Michael Brito has successfully captured and explained these complexities in such a way that enterprise marketers can and should use this book as a how-to manual for social business for years to come.

Jennifer Leggio, ZDNet business blogger and enterprise marketer

Articulate, succinct, and inspiring! Michael has captured the essentials of running and building a business in the social media world. This is a must-read for small business owners and Fortune 500 executives alike.

Ted Murphy, Founder & CEO, IZEA, Inc.

Michael Brito is an industry veteran whos experience and knowledge shows. The guy knows the social customer. Not only does he know who it is, but he knows what businesses need to do to adjust to the new reality that the social customer brings. That cant be said about a lot of people. But once youre done reading this book, youll know it can be said about Michael Brito.

Paul Greenberg, Author, CRM at the Speed of Light

A Playbook for Social Media in Your Organization

800 East 96th Street,
Indianapolis, Indiana 46240 USA

Smart Business, Social Business

Copyright 2012 by Pearson Education

All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Nor is any liability assumed for damages resulting from the use of the information contained herein.

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Library of Congress Cataloging-in-Publication Data:

Brito, Michael.
Smart business, social business : a playbook for social media in
your organization / Michael Brito.
p. cm.
Includes index.
ISBN 978-0-7897-4799-0
1. MarketingSocial aspects. 2. Online social networks. 3.
Internet marketing. 4. ManagementSocial aspects. 5. Social
responsibility of business. I. Title.
HF5415.B6735 2012
658.872dc23
2011020995

Printed in the United States of America

First Printing: July 2011

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ISBN-13: 978-0-7897-4799-0
ISBN-10: 0-7897-4799-5

This book is dedicated to the three most important girls in my life: Kathy, Milan, and Savannah. Without your laughter, smiles, hugs, kisses, support, and sacrifice, I would be nothing. You truly give my life meaning.

Michael Brito is a vice president at Edelman Digital and leads the digital team in Silicon Valley. He provides strategic counsel, guidance, and best practices to several of Edelmans top global tech accounts and is responsible for driving new business, growing existing business, mentoring junior staff members, and maintaining strong client relationships. Previously, Michael worked for major companies in Silicon Valley, including Sony Electronics, Hewlett Packard, Yahoo!, and Intel Corporation, working in various marketing, social media, and community management roles.

He is the founder of Silicon Valley Tweetup and is actively involved in the Social Media Club, Silicon Valley Chapter. He is a business advisor for the social media marketing company Izea and online resource MarketingZone.com; a business advisor to Lonesome George & Co.; and he is an early investor of social business hub OneForty. He is a frequent speaker at industry conferences as well as a guest lecturer at various universities, including Cal Berkeley, the University of San Francisco, Stanford University, Syracuse University, Golden Gate University, and Saint Marys College of California.

Michael has a Bachelor of Arts in Business degree from Saint Marys College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He proudly served eight years in the United States Marine Corps.

Michael believes that marketing can be evil at times; but if done right, it can drive customer loyalty, product innovation, and brand advocacy. He believes that marketers need to spend more time listening to the social customer and less time sending one-way marketing messages. He is confident that if brands love their customers, theyll love them back and tell others about it. He also believes that organizations cannot and will not have effective, external conversations with consumers unless they can have effective internal conversations first.