Get Bold: Using Social Media to Create a New Type of Social Business

Chapter 2. Align Organizational Goals and Culture

“Culture eats strategy for lunch.”

Sandy Carter

“A successful social media strategy is best achieved when there is a corporate culture that balances tops-down direction with bottoms-up initiative with external (customer) facing communication.”

Peggy Dau, Managing Partner at MAD Perspectives LLC

A Social Business’s Goals and Culture

As you learned in Chapter 1, “The AGENDA for Social Business Success,” a Social Business is one that is engaging, transparent, and nimble because of its integration of social techniques throughout its processes and interactions with clients, employees, and suppliers. It is different from just social media in that it is applying social features and characteristics ...