Extend your personal leadership influence and energize your workers with the powerful tools you ll find in this book.

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1 Extend your personal leadership influence and energize your workers with the powerful tools you ll find in this book. MARSHALL GOLDSMITH, bestselling author of Succession: Are You Ready? and What Got You Here Won t Get You There SOCIAL MEDIA at WORK H OW N ET WO RKING TOOLS PROPEL ORGANIZATIO ONAL PE R FORMANCE ARTHUR L. JUE JACKIE ALCALDE MARRR MARY ELLEN KASSOTAKISAKIS

3 More Praise for Social Media at Work All business leaders need to be aware that social media technologies have the capacity to fundamentally reshape the way work gets done and sustainable advantage is obtained. This book shines a bright light on leading practices and provides wonderful insights into developing your own approach. Alan Matcham, associate, Management Innovation Laboratory, London Business School This book provides fresh ideas about the critical role that social media play in winning organizations. Mike Duffy, dean, School of Business and Professional Studies, University of San Francisco If you ever thought social media was just for teens or was a workplace time-waster, think again. Social Media at Work makes the business case for using social networking in the organization. Fred Johnson, president and CEO, Credit Union Executives Society Offers leaders clarity on using a powerful toolbox to better attract, retain, and develop business talent. Edward E. Gordon, author, Winning the Global Talent Showdown Socialization in the workplace now has a guidebook for furthering skills and advancing careers. Jue, Alcalde Marr, and Kassotakis truly drive it home. Peter Amato, CEO, Inner Harmony Group Social Media at Work is immensely helpful in showing uses of social media in organizations today. The ideas about leveraging large networks of connections for co-creation and mass collaboration are useful to build relationships among contributors of any large project. Charles Wankel, Ph.D., associate professor of management, St. John s University

4 Engagement and performance are now to be attained through social media, networking, and strategy. This book is a wake up call for corporate leaders who want to survive in a fast-changing and complex world. Enlightening, simple, concrete. A guide for action. Dr. J. Robert Ouimet, chairman and CEO, Holding O.C.B., Inc., Cordon Bleu International, and Ouimet Tomasso, Inc. People at their core are social beings and we have now become a media-immersed, electronically-connected society. Anyone interested in using the latest communications gizmos will enjoy this book. Jon M. Corey, Ph.D., vice president, NEXTCARE, Urgent Care Corp A must-read for CEOs, entrepreneurs, managers, and human resource executives. If you deal with Gen Yers or Gen Xers and you want to grow and compete internationally, reading this book will help you become effective, innovative, and successful. Dr. Prasad Kaipa, executive director, Center for Leadership, Innovation and Change, Indian School of Business Jue, Alcalde Marr, and Kassotakis have hit this one out of the park. Emotional intelligence in business is the wheel, and social networking is the grease. Social Media at Work gets this loud and clear. Esther M. Orioli, author, EQ Map, and chief architect, 21Day- Club.com A comprehensive review of the changing landscape of today s social media world and a must-read for senior executives who want to challenge and retain the next generations of business talent. John W. Lohre, vice president, Wealth Management, Securant Bank and Trust Once you start reading this book you ll be totally absorbed it is rich and practical. I recommend it to managers and leaders who are looking for new and innovative approaches to improve employee performance. Robert C. Preziosi, professor and faculty chair of HRM, H. Wayne Huizenga School of Business and Entrepreneurship, Nova Southeastern University

5 At last a book that takes the mystery out of social networking within organizations. Social Media at Work provides a valuable road map of how to tap the resources of a company s heart and soul. Filled with insights and examples, this book is essential reading for anyone who wishes to lead in a post modern world. ErnestD.Chu,author,Soul Currency With practical stories from every sector, this book will shift your thinking radically to the possibilities of social media. It s an engaging resource to accelerate your strategic paths to success. Shelly Wilsey, director, International Leadership Association Social Media at Work provides a solid case for why your organization needs to embrace this global phenomenon. All of us can create more connected, innovative, and agile organizations using social media. Ginny Von der Schmidt, chair, The Institute for Management Studies, San Francisco Successful executives are driving toward increasingly loftier goals. This powerful book highlights how social networking tools can help make those goals into a reality, especially during uncertain times. Dr. Ronald Lesniak, CEO, Teledex LLC Social Media at Work is one of the de facto standards that the talent development community will use to reinvent their industry. Scott Saslow, founder and executive director, The Institute of Executive Development

7 SOCIAL MEDIA AT WORK

9 SOCIAL MEDIA AT WORK How Networking Tools Propel Organizational Performance Arthur L. Jue Jackie Alcalde Marr Mary Ellen Kassotakis

10 Copyright 2010 by Arthur L. Jue, Jackie Alcalde Marr, and Mary Ellen Kassotakis. All rights reserved. Published by Jossey-Bass A Wiley Imprint 989 Market Street, San Francisco, CA No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, , fax , or on the Web at Requests to the publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, , fax , or online at Readers should be aware that Internet Web sites offered as citations and/or sources for further information may have changed or disappeared between the time this was written and when it is read. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. Jossey-Bass books and products are available through most bookstores. To contact Jossey-Bass directly call our Customer Care Department within the U.S. at , outside the U.S. at , or fax Jossey-Bass also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Cataloging-in-Publication Data Jue, Arthur L., Social media at work : how networking tools propel organizational performance / Arthur L. Jue, Jackie Alcalde Marr, Mary Ellen Kassotakis. p. cm. Includes index. ISBN (hardback) 1. Social media. 2. Social networks. 3. Organization. I. Marr, Jackie Alcalde, II. Kassotakis, Mary Ellen, III. Title. HM742.J dc Printed in the United States of America first edition HB Printing

11 Contents 1. Social Media at Work 1 2. The Changing Landscape and What It Means to You What Is Social Media, and How Does It Work? Where Social Media Has an Impact Examples from Trailblazers Putting Social Media to Work Looking to the Future 173 Notes 193 Acknowledgments 207 About the Authors 211 Index 215 ix

12 To trailblazers everywhere the groundbreakers, innovators, pathfinders, and pioneers who courageously push the social media envelope

13 SOCIAL MEDIA AT WORK

15 1 SOCIAL MEDIA AT WORK On Saturday morning, August 23, 2008, at 2:45 in the morning, cell phones across the globe were buzzing with the text message announcing Joe Biden as the Democratic vice presidential candidate. Throughout the weekend, those who received the text message talked in restaurants and community meetings to discuss the implications. As the media spread the story, the unique way the announcement was revealed became almost as important as the choice of running mate. The 2008 U.S. presidential election was unprecedented in many ways, one of which was the wave of support from younger Americans who seemed to be suddenly awakened to the political landscape. The swell of energy, passion, and commitment from such a wide variety of voters, particularly younger ones, swayed the polls in favor of the Democrats. The use of social media was a key factor in generating that energy and mobilizing a large community to achieve the common goal: elect Barack Obama. Regardless of his or her political beliefs or organizational affiliation, any community activist, corporate leader, or entrepreneur would love to create and harness that kind of fervor. Imagine what could happen if this were applied at work. TRAILBLAZER 1

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