From Lincoln to LinkedIn: The 55-Minute Guide to Social Communication

From Lincoln to LinkedIn: The 55-Minute Guide to Social Communication: Or, why social media has [tweet] all to do with new technology and everything to do with the timeless principles of word of mouth.In this age of social media, we all know that the days of top-down, one-size-fits-all approaches to organisational communication are numbered. But what should replace it? Channelling the spirit of Abraham Lincoln, Mike Klein presents a short, compelling and highly actionable guide to understanding the tribal ties that connect people and the communication strategies that mobilise them to act for change. In so doing, he exposes the aggressive naivete of social media evangelists and explains how the true value of social communication lies not in the brainless adoption of new technologies, but in their strategic application as a force multiplier for the timeless principles of word of mouth."Might just change the way you look at social media." JOAO BAPTISTA - UNIVERSITY OF WARWICK"The best thing I've seen on how real people communicate with each other in real organisations." ROGER D'APRIX - ROI COMMUNICATION "A persuasive and practical call to action." LIZ GUTHRIDGE - CONNECT CONSULTING GROUP "Clear, cogent and deeply insightful." MAURY PEIPERL - PROFESSOR, IMD BUSINESS SCHOOL "A must-read for anyone involved in communicating strategy." DR GEORG KOLB - DIREKTZU ABOUT THE 55 MINUTE GUIDES: Far too many business books start with the false premise that offering meaningful insight requires exhaustive detail. They demand a huge investment from readers to wade through all the information provided and draw out what is relevant to them. In a rapidly changing, time-starved world, it's an approach that's getting wronger and wronger. What CEOs and other busy business people desperately need is high-level strategic insight delivered in quick, simple, easy-to-digest packages. Co-created by DAN GRAY and KEVIN KEOHANE, that's exactly what the 55-MINUTE GUIDES are designed to do. Instead of some 300-page pseudo-academic tome, they offer fresh perspectives and "must knows" on important topics that can be read from cover to cover in the course of a single morning's commute or a short plane ride. In short, they are the antidote to most business books. A QUICK READ, not a long slog. Focused on BIG IDEAS, not technical detail. Promoting JOINED-UP THINKING, not functional bias. Written to EMPOWER THE READER, not to make the author look clever. They're guided by the simple principle that INSIGHT GAINED PER MINUTE SPENT READING should be as high as possible. No fluff. No filler. No jargon. Just the things you REALLY need to know, written in plain English with clear and simple illustrations.