Leading in a Social World (Paperback) (ISBN-13: 9781737639718)

Marketers have long had their hands on the levers of social media, and have biased us into a way of thinking about online social constructs that actually stands in contrast to the way social networks generate value.

Leading in a Social World exposes both the shortcomings of the tactics-focused social media marketing approach on which so many marketing professionals, leaders, organizations and brands rely, and the questionable data upon which many of their decisions are based. The better way is through building social capital-not with better marketing skills, but with stronger leadership acumen. Leading in a Social World shows you how.