9780132711678

The First Best-Practice Guide to Executing Any Type of Social Computing Project #xA0; Organizations today aren#x19;t just participating in social networking, collaborative computing, and online communities--they are depending on those communities to play crucially important roles in their business. But these collaborative environments don#x19;t just manage themselves: To succeed, they must be guided and nurtured carefully, actively, and intelligently. #xA0; In Social Networking for Business, Rawn Shah brings together patterns and best practices drawn from his extensive experience managing worldwide online communities at IBM and participating in social networking on the Internet. Drawing on multiple real-world examples, Shah identifies key success factors associated with launching social networking projects to meet business objectives and guides you through managing the crucial #x1C;micro-challenges#x1D; you#x19;ll face in keeping them vibrant. #xA0; "#xA0;#xA0; From mega-trends to micro-issues #xA0;#xA0;#xA0; Mastering both high-level strategy and day-to-day, ground-level management #xA0; "#xA0;#xA0; Defining the social experience you want to provide to your community #xA0;#xA0;#xA0; Clarifying how members can join together and collaborate on collective tasks #xA0; "#xA0;#xA0; Focusing on the crucial human factors #xA0;#xA0;#xA0; Building a culture of engagement in deeper collaborative relationships #xA0; "#xA0;#xA0; Promoting effective leadership and governance #xA0;#xA0;#xA0; Setting ground rules that work appropriately for the situation, without #x1C;oppression#x1D; #xA0; "#xA0;#xA0; Building the skills to manage and measure your collaborative project #xA0;#xA0;#xA0; Discovering the skills necessary to effectively lead computing projects

Rawn Shah is best practices lead in the Social Software Enablement team in IBM Software Group, helping to bring the worldwide population of more than 350,000 IBMers closer together and to improve their productivity through social software. His job involves investigating the wide range of social computing technologies, collecting best practices, measuring the usage and behavior of social software as it impacts productivity, and advising on implementation, governance, and operations.

In his prior job as community program manager for IBM developerWorks, he led a team of operations and development staff covering the worldwide network of thousands of communities, blogs, wikis, and social computing environments supported by IBM. He also led the creation of the developerWorks spaces software tool, a multitenant system to allow individuals and teams to bring many social tools together into their own focused social environments.

An avid software gamer, he has been involved in the online gaming world since 1990, both as a player, a guild leader, and hosting massively multiplayer games. He has witnessed how these social environments have grown from underground curiosities to the billion-dollar businesses of today, with the nature of social grouping and collaboration evolving hand in hand with every new offering.

He has previously served as network administrator, systems programmer, Web project manager, entrepreneur, author, technology writer, and editor in different business environments: as a sole proprietor, in a small startup, and in a Fortune 50 company. He has contributed to six other books, the most recent being the category-leading Service Oriented Architecture Compass, which since has been translated into four languages. His nearly 300 article contributions to technical periodicals such as JavaWorld, LinuxWorld, CNN.com, SunWorld, Advanced Systems, and Windows NT World Japan, covered a wide range of topics from software development to network environments to consumer electronics.

Acknowledgments	p. xiii
About the Author	p. xiv
Social Computing on the Ascent	p. 1
Reshaping the Way We Work	p. 5
Integrating into Business Processes and Activities	p. 8
Summary	p. 9
Sharing a Social Experience	p. 11
Modeling Social Experiences	p. 17
Different Experiences for a Complex World	p. 21
Summary	p. 23
Leadership in Social Environments	p. 25
Governance and Leadership Models	p. 28
A Selection of Leadership Models	p. 29
The Centralized Models	p. 29
The Delegated Model	p. 39
The Representative Model	p. 34
The Starfish Model	p. 35
The Swarm Model	p. 35
Choosing a Leadership Model	p. 37
Leaders and Influences	p. 40
Summary	p. 49
Social Tasks: Collaborating on Ideas	p. 45
The Structure of Social Tasks	p. 46
Identifying Beneficiaries	p. 47
Describing the Form of Aggregation	p. 48
Building a Template for a Task	p. 49
Different Models of Social Tasks	p. 49
Idea Generation	p. 50
Codevelopment	p. 53
Finding People	p. 58
Summary	p. 60
Social Tasks: Creating and Managing
Information	p. 61
Recommendations and Reviews	p. 61
Reviews	p. 62
Direct Social Recommendations	p. 63
Derived Social Recommendations	p. 65
Creating and Categorizing Information	p. 66
Sharing Collections	p. 67
Folksonomies and Social Tagging	p. 68
Direct Social Content Creation	p. 70
Derived Social Content Generation	p. 71
Filtering Information	p. 72
Social Q&A Systems	p. 73
Summary	p. 74
Social Ecosystems and Domains	p. 75
Grouping Instances	p. 75
Grouping Tools	p. 77
Grouping Audiences into Domains	p. 78
Who in the Organization Should Run the Social Environment?	p. 81
Summary	p. 83
Building a Social Culture	p. 85
Defining a Culture for a Social Environment	p. 86
Ideology and Values	p. 87
Behavior and Rituals	p. 88
Imagery	p. 90
Storytelling	p. 92
Culture and Maturity of Social Environments	p. 93
The Cultural Impact of Social Architecture	p. 94
How Social Experience Models Impact Culture	p. 94
How Social Leadership Models Impact Culture	p. 97
How Social Tasks Impact Cultural Values	p. 99
Summary	p. 99
Engaging and Encouraging Members	p. 101
Belonging and Commitment	p. 101
Creating a Model for Identifying Commitment	p. 103
Maturing over a Lifecycle	p. 108
Programs to Grow or Encourage Your Social Group	p. 112
Membership Reward Programs	p. 112
Recruiting Evangelists and Advocates	p. 114
Member Training and Mentoring Programs	p. 116
Summary	p. 117
Community and Social Experience Management	p. 119
The Value and Characteristics of a Community Manager	p. 120
Personality Traits and Habits	p. 125
Where Do Community Managers Fit in an Organization?	p. 127
Community Manager Tasks and Responsibilities	p. 1.29
Member and Relationship Development	p. 129
Topic and Activity Development	p. 132
Administrative Tasks	p. 133
Communications and Promotion	p. 135
Business Development	p. 136
Summary	p. 137
Measuring Social Environments	p. 139
What Can You Measure?	p. 140
Dimensions of Measurement	p. 143
Types of Metrics	p. 144
Metrics and Social Experiences	p. 147
Measurement Mechanisms and Methods	p. 149
Quantitative Analytic Measurement Mechanisms	p. 149
Qualitative Measurement through Surveys and Interviews	p. 150
Summary	p. 152
Social Computing Value	p. 153
Defining the Structure of a Social Environment	p. 154
Choosing a Social Experience	p. 154
Setting a Social Leadership Model	p. 156
Defining a Social Task	p. 157
Grouping Experiences and Identifying the Audience Domain	p. 159
Cultural Forces Shaping Social Environments	p. 160
Social Computing and Business Strategy	p. 161
Index	p. 163
Table of Contents provided by Ingram. All Rights Reserved.

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Social Networking for Business Choosing the Right Tools and Resources to Fit Your Needs (paperback)

Social Networking for Business Choosing the Right Tools and Resources to Fit Your Needs (paperback)

0132711672

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