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Build a Social Business
3 Creating a social business—that is to say, a busi- 53
ness that is connected through deliberately collab-
orative processes with both its customers and its ■ ╇ B uild a S ocial B usiness
employees—is the task now facing many C-level
and other business executives with similar respon-
sibilities. Web 2.0 is challenging business leader-
ship not only in the marketplace but now as well
across business fronts ranging from corporate
reputation and the attraction and retention of
key employees to the design of new products and
services. This chapter looks into the fundamental
concepts of what makes a business “social.”
Chapter Contents
What Is Social Business?
Social Business and Measurement
Employees as Change Agents
