Social by Social — a really practical guide for social media in orgs

Hey, if you're interested in using social media in your organization, and you should be, Social by Social: A practical guide to using new technologies to deliver social impact is the real deal.

Its focus is on how to get your organization really using the stuff, looking at practical measures like getting buy-in from the top and the bottom:

There is a wealth of technical talent out there, but energy currently being driven towards creating ‘the new Facebook’ or ‘the next iPhone’ could instead be given an alternative, social outlet. We need fewer cool tools and more useful, effective software to improve our society. As social innovators begin to engage in this new world, the impact on our lives could be huge.

The opportunity is there, but to take it will require a shift of mindset, mandate and expectations on the part of social innovators, charities and public institutions. Because once upon a time, there were captive audiences, things we wanted to tell them, channels for reaching them, a group of people who were waiting to be ‘serviced’. Now that’s all changed.