Social Networking for Business: Choosing the Right Tools and Resources to Fit Your Needs

190 Pages·2010·1.07 MB·English

by  Shah, Rawn

Social Networking
for Business
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Social Networking
for Business
Choosing the Right Tools and
Resources to Fit Your Needs
Rawn Shah
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Printed in the United States of America
First Printing January 2010
ISBN-10 0-13-235779-8
ISBN-13 978-0-13-235779-1
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Library of Congress Cataloging-in-Publication Data
Shah, Rawn.
Social networking for business : choosing the right tools and resources to fit your needs /
Rawn Shah. — 1st ed.
p. cm.
Includes index.
ISBN 978-0-13-235779-1 (hardback : alk. paper) 1. Business enterprises—Computer
networks. 2. Leadership. 3. Computer software—Development. I. Title.
HD30.37.S44 2010
658’.056754—dc22
2009035891
For the future social computing
world of my son Ryhan
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Contents at a Glance
About the Author . . . . . . . . . . . . . . . . . . . . . . . . . xiv
Chapter 1 Social Computing on the Ascent . . . . . . . . .1
Chapter 2 Sharing a Social Experience . . . . . . . . . . . .11
Chapter 3 Leadership in Social Environments . . . . . .25
Chapter 4 Social Tasks: Collaborating on Ideas . . . . .45
Chapter 5 Social Tasks: Creating and Managing
Information . . . . . . . . . . . . . . . . . . . . . . . . .61
Chapter 6 Social Ecosystems and Domains . . . . . . . . .75
Chapter 7 Building a Social Culture . . . . . . . . . . . . . .85
Chapter 8 Engaging and Encouraging Members . . .101
Chapter 9 Community and Social Experience
Management . . . . . . . . . . . . . . . . . . . . . . .119
Chapter 10 Measuring Social Environments . . . . . . .139
Chapter 11 Social Computing Value . . . . . . . . . . . . . .153
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . .163
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Contents
Acknowledgments. . . . . . . . . . . . . . . . . . . . . . . . . xiii
About the Author . . . . . . . . . . . . . . . . . . . . . . . . . xiv
Chapter 1 Social Computing on the Ascent . . . . . . . . .1
Reshaping the Way We Work. . . . . . . . . . . . . . . . . 5
Integrating into Business Processes
and Activities. . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Chapter 2 Sharing a Social Experience . . . . . . . . . . . .11
Modeling Social Experiences . . . . . . . . . . . . . . . . 17
Different Experiences for a
Complex World. . . . . . . . . . . . . . . . . . . . . . . . . 21
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Chapter 3 Leadership in Social Environments . . . . . .25
Governance and Leadership Models . . . . . . . . . . 28
A Selection of Leadership Models. . . . . . . . . . . . 29
The Centralized Models. . . . . . . . . . . . . . . . . . 29
The Delegated Model. . . . . . . . . . . . . . . . . . . . 32
The Representative Model. . . . . . . . . . . . . . . . 34
The Starfish Model. . . . . . . . . . . . . . . . . . . . . . 35
The Swarm Model . . . . . . . . . . . . . . . . . . . . . . 36
Choosing a Leadership Model . . . . . . . . . . . . . . . 37
Leaders and Influencers. . . . . . . . . . . . . . . . . . 40
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Chapter 4 Social Tasks: Collaborating on Ideas . . . . .45
The Structure of Social Tasks. . . . . . . . . . . . . . . . 46
Identifying Beneficiaries. . . . . . . . . . . . . . . . . . 47
Describing the Form of Aggregation. . . . . . . . 48
Building a Template for a Task. . . . . . . . . . . . . 49