Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand (J–B International Association of Business Communicators) - Hardcover

Holtz, Shel; Havens, John C.

3.88

32 ratings by Goodreads

Hardcover

ISBN 10: 0470293705 ISBN 13: 9780470293706

Publisher: John Wiley & Sons, 2008

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Paperback. Pub Date: 2008 Pages: 320 Publisher: John Wiley Praise for Tactical Transparency I think this book spells out this new form of online communication in an extremely clear and valuable WAY It drives home the Point that Social Networking and blogging are only as useful and effective as the energy you put forth. As CEO. if you are sincere in your belief that the consumer of today deserves an opportunity to be heard. and you believe in your mission and direction for the company you lead. then this kind of communication is appropriate and necessary for future success!-Cindi Bigelow. president. Bigelow Tea Being better engaged with the marketplace than your competition is an advantage; transparency and authenticity are vital to that engagement. Engaging in an authentic conversation with the markets you serve ings nothing but opportunity.-Jonathan Schwartz. CEO and presid...

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From the Back Cover:

Praise for Tactical Transparency

"I think this book spells out this new form of online communication in an extremely clear and valuable way. It drives home the point that social networking and blogging are only as useful and effective as the energy you put forth. As CEO, if you are sincere in your belief that the consumer of today deserves an opportunity to be heard, and you believe in your mission and direction for the company you lead, then this kind of communication is appropriate and necessary for future success!"
Cindi Bigelow, president, Bigelow Tea

"Being better engaged with the marketplace than your competition is an advantage; transparency and authenticity are vital to that engagement. Engaging in an authentic conversation with the markets you serve brings nothing but opportunity."
Jonathan Schwartz, CEO and president, Sun Microsystems

"Social media is transforming our culture. Smart companies value social media as a cultural pathway to creating more trustworthy relationships with customers. Holtz and Havens have crafted an impressive blueprint on how to be successful in this new age."
Jackie Huba, coauthor, Citizen Marketers and Creating Customer Evangelists

"Using effective scenarios and real examples, this book will help corporate leaders visualize and practically achieve the positive results coming from embracing authenticity in communicating to customers, partners, and internal employees."
Paolo Tosolini, new media business manager, Microsoft Corp.

"In a world of transparency, consumers cut through the bull, the fluff, the noise, and the decoys to see what′s really at the unvarnished core. This excellent book written by two experts who have never taken off their own transparency goggles is part warning shot and part blueprint for the future."
Pete Blackshaw, EVP, Nielsen Online, and author, Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000

Synopsis:

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.

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