How Companies Succeed in Social Business Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 12/24/2014
  • Publisher: Pearson FT Press
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Discover how the world's most successful social business leaders are making social media work for their enterprises!

Reflecting the pioneering experience of executives at pioneering companies ranging from Adobe to Xerox, this guide offers a unique, unprecedented insider's view of what it takes to succeed with social business. Dozens of battle-tested corporate practitioners have shared their intimate first-hand experiences in developing, launching and managing social media initiatives to improve customer care, marketing, product development, and other key business functions.

Each chapter, written by a different social media thought leader, reveals their most intense struggles, biggest wins, and hardest-won lessons in social business. These case studies illuminate the differences between "social media for social's sake" and practical use cases that drive real business value.

How Companies Succeed in Social Business delivers specific strategies, detailed tactics, true best practices, and actionable answers to these and other crucial questions about both strategy and tactics:

  • How have other companies been successful, and where have they failed?
  • How do I champion social business initiatives to executives?
  • How do I measure ROI and build a business case?
  • How do I attract and deepen both internal and external participation?
  • How do I integrate social media with my existing technologies and processes?
  • How do I organize internally for maximum effectiveness and efficiency?
  • How will social media impact my people and our culture?
  • How can I optimize our content management processes and systems?
  • What's lurking around the corner? How can I prepare for the future of social business?

This is an indispensable resource for all leaders and practitioners in support and marketing, especially those involved with IT, PR, corporate communications, sales, or product development. Applicable to many industries, it will be especially valuable to B2B companies, and those whose offerings have a significant technological component.

Author Biography

SHAWN SANTOS (Greater San Diego Area, CA) is Director of Solution Design for ServiceSource. In this role, he helps leading technology companies optimize recurring services revenue streams by providing targeted business analysis and designing compelling SaaS and managed sales solutions for their largest opportunities. At TSIA, Shawn had overall responsibility for program portfolio management, industry benchmarking, digital media and publications, research, developing social media strategies for technology companies, and content/tools production for the technology services industry. In 2008, he established Hope Animal Network, a community-driven 501(c)3 organization that advances animal welfare in developing countries.

Table of Contents

How to Build Trust and Deepen Customer Relationships: A Dell Case Study

The New Customer Collaborations: from Support Communities to Social Support

Driving Change Across Generations, Organizations and Geographies

Truths and (Un)Truths of Social Business: Real-World Examples from Inside Today's Top Technology Companies

From Modems to iPhones: A Digital Life Journey

A Simple Approach to Leveraging Social Media in Your Support Organization

How to Motivate, Enable and Mobilize Advocates

360 ̊ Social: Essentials of Bridging Online and Offline Collaboration

Keys to Social Business Success in a B2B Environment

How to Create a Culture of Social Customer Care

8 Key Lessons for Successfully Leveraging Social Media to Listen to Your Customers, Engage Your Organization, and Avoid the Creepy Factor


The insider's guide to social business success: case studies revealing the real struggles and hard-fought experiences of dozens of pioneering executives!

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