How companies succeed in social business : case studies and lessons from Adobe, Cisco, Unisys, and 18 more brands / Shawn Santos.

Includes bibliographical references and index.

The building blocks of social business : leveraging the power of new media and human connections to grow business value / Shawn Santos -- The reinvention of a social-by-design business / Cory Edwards -- Don't be creepy : the right way to use social media to listen to your customers and engage your organization / Sara Del Grande -- Trailblazing a successful path to enterprise social business transformation at Unisys / Gloria Burke -- 360° social- a case study in the "socialization" of an organization : merging social media with social events / Shar Govindan -- How to use social media to solve billable consultants' nonbillable dilemma / David Shimberg -- The state of enterprise social technical support / John Ragsdale -- The silent revolution : how influencers are redefining social business models / Nestor Portillo -- From modems to iPhones : a digital life journey / Jerome Pineau -- Top social business challenges and how to overcome them / Lewis Bertolucci -- Social support in a B2B environment: lessons from Xerox Corporation / Sandy Puglisi -- Knowledge management and the social media revolution / Lynn Llewellyn -- Creating a culture of social care : using social media to enhance the customer experience / Genevieve Gonnigan -- Arming your advocates : formalizing the social media advocacy program to activate your biggest fans / Michelle Kostya -- It takes a village : building, training, and leading community teams / Caty Kobe -- Social support untruths- when received wisdom is not wise / Francoise Tourniaire -- When online and offline collide : harnessing the power of mobile social / Annie Tsai -- Social media : from accessibility to Generation Z / Holly Nielsen -- Enterprise social media : science versus art / Christopher David Kaufman -- Real-time marketing that customers actually want to see form brands : stop trying to be like Oreo and start trying to be Bloomberg / Charlie Treadwell -- Bonus chapter : How to become a pro at YouTube / by Erik Qualman.