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Tactical transparency : how leaders can leverage social media to maximize value and build their brand / Shel Holtz, John C. Havens ; foreword by Lynne D. Johnson.
- Format:
- Book
- Author/Creator:
- Holtz, Shel.
- Series:
- J-B International Association of Business Communicators
- J-B International Association of Business Communicators ; v.6
- Language:
- English
- Subjects (All):
- Customer relations--Management.
- Customer relations.
- Social media.
- Interactive marketing.
- Business communication--Blogs.
- Business communication.
- Internet marketing--Management.
- Internet marketing.
- Physical Description:
- 1 online resource (317 p.)
- Edition:
- 1st ed.
- Place of Publication:
- San Francisco, CA : Jossey-Bass, c2009.
- Language Note:
- English
- Summary:
- 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.
- Contents:
- Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build Their Brand; Contents; Foreword; INTRODUCTION; Part I: STRATEGY; Chapter 1: WHAT IS TRANSPARENCY?; Chapter 2: SOMEONE MAY BE LOOKING; Chapter 3: DO YOU HAVE WHAT IT TAKES?; Part II: TACTICS; Chapter 4: FROM PROSPECTS TO PEOPLE; Chapter 5: FOLLOW THE MONEY; Chapter 6: WHEN THINGS GO BAD; Chapter 7: EXPOSING THE COMPANY TO THE EMPLOYEES WHO MAKE IT WORK; Chapter 8: MEET THE PRESS; Chapter 9: THE VIEW FROM THE TOP; Chapter 10: EN-GAUGE THE CONVERSATION; Chapter 11: FROM THE INSIDE LOOKING OUT
- Chapter 12: TRANSPARENCY BEYOND TEXTChapter 13: PROFILE AND PRIVACY; Chapter 14: THE CASE FOR FACE-TO-FACE; Part III: MAKING IT REAL; Chapter 15: THE TOOTHPASTE IS OUT OF THE YOUTUBE; Chapter 16: YEAH, BUT...; Chapter 17: YOUR ROAD MAP TO TRANSPARENCY; Chapter 18: WHAT'S NEXT?; Notes; Acknowledgments; The Authors; Index
- Notes:
- "IABC, International Association of Business Communicators."
- Includes bibliographical references (p. 277-281) and index.
- ISBN:
- 0-470-46019-9
- 1-281-93774-6
- 9786611937744
- 0-470-39937-6
- OCLC:
- 310184007
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