Empowered, by Josh Bernoff and Ted Schadler

Social media campaigns cannot exist without taking into account the employees of a company, often by creating a new corporate culture. Of course, it would be foolish to think that 100% of people that interact with the company (employees and customers) will participate efficiently in digital actions. Those who do are called “heroes” by Josh Bernoff.

Heroes belong to two different groups; the mass connectors, who generate 80% of online links (i.e. 6.2% of all web-users in the U.S.), and the mavens (content creators), those who write posts, feed blogs, contribute comments or give an answer.

The success of a 2.0 campaign depends on the well-balanced activity of these two groups. In this book, the authors give examples and show the ways in which one can identify “heroes”, give them communication tools, and thus offer a sounding board to existing communicators. The authors quickly address corporate culture and the challenges posed by the transition from theory to practice.

What I really like in this study are the techniques to analyze quantitative data and their application to the “ambassador” concept, as well as numerous case studies. This is an excellent book for those who want to learn more about particular aspects of successful communication.

Empowered, by Josh Bernoff and Ted Schadler (Harvard Business Press, 2010)

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