Hey, if you're interested in using social media in your organization, and you should be, Social by Social: A practical guide to using new technologies to deliver social impact is the real deal.
Its focus really is on how to get your organization really using the stuff, looking at practical measures like getting buy-in from the top and the bottom.
There is a wealth of technical talent out there, but energy
currently being driven towards creating 'the new Facebook' or 'the next
iPhone' could instead be given an alternative, social outlet. We need
fewer cool tools and more useful, effective software to improve our society. As social innovators begin to engage in this new world, the impact on our lives could be huge.
The opportunity is there, but to take it will require a shift of mindset,
mandate and expectations on the part of social innovators, charities
and public institutions. Because once upon a time, there were captive
audiences, things we wanted to tell them, channels for reaching them, a
group of people who were waiting to be 'serviced'. Now that's all
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