Tactical transparency: how leaders can leverage social media to maximize value and build their brand

INDICE: Foreword (Lynne de Johnson). Introduction: The Glass House of Business. PART ONE: STRATEGY. 1. What Is Transparency? A Working Definition. 2. Someone May Be Looking: Transparency Done Right and Wrong. 3. Do You Have What ItTakes? Characteristics of Transparent Organizations. PART TWO: TACTICS. 4. From Prospects to People: Why Opaque Selling Doesnt Deliver Long-Term Return on Investment. 5. Follow the Money: Financial Communications. 6. When Things Go Bad: Transparency During a Crisis. 7. Exposing the Company to the Employees WhoMake It Work: Internal Transparency. 8. Meet the Press: Traditional Public Relations and Media Relations. 9. The View from the Top: The Role of Leadership.10. En-Gauge the Conversation: How Issues Blogs Show People Youre Listening. 11. From the Inside Looking Out: Employee Involvement. 12. Transparency BeyondText: How Audio, Video, and Interactive Media Build Trust. 13. Profile and Privacy: Transparency in Social Networks. 14. The Case for Face-to-Face: Transparency in Person. PART THREE: MAKING IT REAL. 15. The Toothpaste Is Out of the YouTube: Addressing Loss of Control with Transparent Tactics. 16. Yeah, But. :Overcoming Objections. 17. Your Road Map to Transparency: Creating a Plan. 18. Whats Next? The Future of Transparency. Notes. Acknowledgments. The Authors.Index.

• ISBN: 978-0-470-29370-6
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 320
• Fecha Publicación: 19/11/2008
• Nº Volúmenes: 1
• Idioma: Inglés