Nearly every day, I’m asked about social media and how businesses can jump into the fray. Lately, I’ve been referring people who want to learn more to SocialCorp – Social Media Goes Corporate, a great new book by Joel Postman.

Joel is a former corporate speechwriter, PR practitioner and consultant who recently joined Intridea. I first met Joel when he led a session on social media for Counselors Academy and found him to be knowledgeable, witty and somewhat skeptical; an early adopter with a balanced view.

All of this comes through in his book, which is clearly written and, unlike the blogosphere, well organized and thought out.

Joel begins by offering his definition of a ‘SocialCorp’ and then goes on to discuss what it takes to become one. In chapters filled with case studies and examples, he provides a strategic overview of the tools, talks about the impact on brands and audiences and offers a perspective on ethics (they haven’t changed) and measurement (it has).

He believes it’s most important for organizations to articulate their business goals and then develop a communications plan that incorporates the relevant web 2.0 tools that will help to achieve them.

Two highlights: a social media readiness quiz that quickly gives you a snapshot of where you/your organization stand (you can try it online here) and a useful glossary.

I’d highly recommend this book for anyone looking to gain a better understanding of the business of being ‘social’.

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

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