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Facebook Era, The: Tapping Online Social Networks to Market, Sell, and Innovate, 2/e by Clara Shih

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15. Corporate Governance, Strategy, and Implementation

We’ve covered a lot of ground thus far in terms of how to use the social Web on a product or brand level. But if you’re a larger company with multiple departments, and especially if you’re in a highly regulated industry, it’s critical to address corporate governance and implementation across your organization. This chapter discusses the three aspects of corporate governance for social media: culture, policy, and tools.

Social Media Culture

As anyone who has tried introducing new technologies to an organization knows, tools and tactics are easy. Getting people to believe and adopt is hard. It requires organizations to change their culture, and where there is change, there will almost always ...

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