CHAPTER 11
Building a World-Class Team for the Social Age
Your mind is OPEN. You are ready to lead in the Social Age.
But you can’t do this alone. You need to build not just a network of advocates and ambassadors; you need a team capable of competing well in the Social Age.
(Note that we didn’t say a “social” team. Remember, in just a short time we’ll all drop the qualifier in front of phrases such as social media, social marketing, and social teams—it will just be media, marketing, and teams, as it should be.)
The first step, and perhaps the most difficult for any organization: understanding where you stand now. What tools and assets are currently in place? Which team members are already engaged on social—and which are not but should be? What ...
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