Dancing with Digital Natives Staying in Step with the Generation That’s Transforming the Way Business Is Done

by Manafy, Michelle; Gautschi, Heidi

• ISBN13: 9780910965873
• ISBN10: 0910965870
• Format: Hardcover
• Copyright: 2011-05-01
• Publisher: CyberAge Books

Summary

Generational differences have always influenced how business is done, but in the case of digital natives¿those immersed in digital technology from birth¿professionals are witnessing a tectonic shift. As an always-connected, socially networked generation increasingly dominates business and society, organizations can ignore the implications only at the risk of irrelevance. In this fascinating study, a stellar assemblage of experts from business and academia provides vital insights into the characteristics of this transformative generation. Offering an in-depth look at how digital natives work, shop, play, and learn, this resource offers practical advice geared to help managers, marketers, coworkers, and educators maximize their interactions and create environments where everyone wins. Michelle Manafy is the director of content for FreePint, Ltd., a publisher of sites and resources for the business information industry. She is also the chair of the Buying & Selling eContent conference. Heidi Gautschi is the cofounder of L'ACTE International Research Group, where she analyzes the relationship between society and communication technology. Contributors to this book include the editors, as well as Mary Ann Bell, Shashi Bellamkonda, Sarah Bryans Bongey, Jami L. Carlacio, Albert M. Erisman, Brynn Evans, Susan Evans, Lance Heidig, David Hubbard, Richard Hull, Marshall Lager, Christa M. Miller, Emilie Moreau, Carolina M. Reid, Michael Russell, Peggy Anne Salz, Arana Shapiro, Dan Schawbel, Rebecca Rufo-Tepper, and Robert J. Torres

Author Biography

Michelle Manafy is the editorial director of the Enterprise Group for Information Today, Inc., where she serves as editor in chief of eContent Magazine and as programming chair for the Enterprise Search Summit and Buying & Selling eContent conferences. She lives in New Preston, Connecticut. Heidi Gautschi is the cofounder of L'ACTE International Research Group, where she analyzes the relationship between society and communication technology.

Table of Contents

Acknowledgments	p. ix
Introduction	p. xi
The Digital Native Goes to Work
When Facebook Comes to Work: Understanding the Work Practice of the Digital Native	p. 3
Thinking Outside the Cubicle: Examining the Changing Shape of Today's Workspace	p. 19
The Dis-Organization of Invention	p. 39
Native in Blue: Understanding the Challenges and Opportunities in Managing Today's Police Officers	p. 61
I'm With the Brand: How Generation Y Will Transform Hiring Through Personal Branding	p. 81
Marketing and Selling to the Digital Native
With, Not To: The Value of Social CRM	p. 97
Inspired Interaction: Youth Marketing on Mobile	p. 115
Adapting Old-Fashioned Marketing Values to the Needs of the Digital Native	p. 133
The Social Media Imperative: Learning to Engage Digital Natives Where They Live	p. 153
Social Capitalism and the Reputation Economy	p. 173
Entertaining the Digital Native
The Digital Natives Are the Entertainment!	p. 191
Ethics, Technology, and the Net Generation: Rethinking IP Law	p. 211
The Old News and the Good News: Engaging Emerging Readers Through Social Interaction	p. 227
T'écoutes quoi ti? Digital Natives as Music Consumers in Lille, France	p. 249
Educating the Digital Native
Making the Grade: Standards and Promoting Achievement Through Technology	p. 269
Quest to Learn: A Public School for Today's Digital Kids	p. 291
Teaching Digital Literacy Digitally: A Collaborative Approach	p. 315
French Lessons: How France Is Educating Its Digital Natives	p. 333
Native Knowledge: Knowing What They Know-and Learning How to Teach Them the Rest	p. 351
About the Editors	p. 373
Index	p. 375
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