[feat-img-left] Many organizations see the energy and engagement generated by their employees’ use of social media and wonder how they can harness that energy to benefit the business. Yet many companies have made a common mistake, say Anthony Bradley and Mark McDonald of Gartner, Inc., an approach they term “provide and pray.” Just to provide the tools and the space for social media is insufficient, say Bradley and McDonald, authors of The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees (Harvard Business Review Press, 2011). In the book, they lay out a thoughtful, progressive methodology that companies can follow to facilitate “mass collaboration,” the Holy Grail of social media. Bradley and McDonald note that a million “Likes” on Facebook are simply a measure of attention. To create community-based collaboration—the true strength and promise of social media—you must begin with a clear purpose, build a solid structure, and provide guidance to the community. Of the book, Clay Shirky, author of Here Comes Everybody, writes, “The Social Organization expertly walks the reader through the value of and requirements for large-scale collaboration using social media, and clearly explains when and how to use this powerful new tool.”
How Social is Your Organization?