Tactical transparency : how leaders can leverage social media to maximize value and build their brand
著者
書誌事項
Tactical transparency : how leaders can leverage social media to maximize value and build their brand
Jossey-Bass, c2009
1st ed
- : cloth
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注記
"IABC, International Association of Business Communicators."
Includes bibliographical references (p. 277-281) and index
内容説明・目次
内容説明
While exposing the risks inherent in maintaining a nontransparent relationship with customers,
Tactical Transparency provides a methodology that will help your organization create its unique plan to bring greater authenticity to your company and your brands. Drawn largely from interviews with leaders in companies that have achieved measurable success in this arena, authors Shel Holtz and John C. Havens provide step-by-step details on how executives and professional communicators can create a transparency strategy that will keep their organization competitive in the twenty-first century. The authors show how organizations can evaluate their readiness for transparency, what they need to do to get ready, and how to effectively communicate their transparency strategy to their customers and employees. They also identify aspects of blog/new media "netiquette" an important but often misunderstood part of engaging in transparency.
Your purchase of Tactical Transparency Includes a One Year Subscription to Fast Company ($10 value). View the refund/promotion details here.
目次
Foreword (
Lynne D. Johnson).
Introduction: The Glass House of Business.
Part One: Strategy.
1. What Is Transparency? A Working Defi nition.
2. Someone May Be Looking: Transparency Done Right and Wrong.
3. Do You Have What It Takes? Characteristics of Transparent Organizations.
Part Two: Tactics.
4. From Prospects to People: Why Opaque Selling Doesn t Deliver Long-Term Return on Investment.
5. Follow the Money: Financial Communications.
6. When Things Go Bad: Transparency During a Crisis.
7. Exposing the Company to the Employees Who Make It Work: Internal Transparency.
8. Meet the Press: Traditional Public Relations and Media Relations.
9. The View from the Top: The Role of Leadership.
10. En-Gauge the Conversation: How Issues Blogs Show People You re Listening.
11. From the Inside Looking Out: Employee Involvement.
12. Transparency Beyond Text: How Audio, Video, and Interactive Media Build Trust.
13. Profi le and Privacy: Transparency in Social Networks.
14. The Case for Face-to-Face: Transparency in Person.
Part Three: Making It Real.
15. The Toothpaste Is Out of the YouTube: Addressing Loss of Control with Transparent Tactics.
16. Yeah, But . . . : Overcoming Objections.
17. Your Road Map to Transparency: Creating a Plan.
18. What s Next? The Future of Transparency.
Notes.
Acknowledgments.
The Authors.
Index.
「Nielsen BookData」 より
