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CW Bulletin

CW Bulletin is the e-newsletter supplement to CW magazine. Sent each month to all members, every issue of CW Bulletin presents articles, case studies and additional resources on timely topics in communication.

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Building a Social Business
February 2013 | Volume 11 Issue 2

Becoming a social business is no longer an option, it’s a necessity. Social businesses integrate social media in to every aspect of the organization. They are more agile and adaptive and they provide real business value by creating a more engaged workforce and a closer connection between the organization and its customers. A key element of a social business is that all employees are empowered to engage in social media. In this issue of CW Bulletin, our experts look at the barriers to becoming a social business and offer tips for training and engaging employees to become stellar ambassadors for your organization’s brand in social media.

Natasha Nicholson
Executive Editor

Amanda Aiello Beck
Managing Editor



Build a Social Business by Empowering Employees on Social Media

by Laura Nicholas

It’s not just well-known leaders and celebrities like Google CEO Eric Schmidt, Virgin Group Founder Richard Branson, and Zappos CEO Tony Hsieh who are embracing social media. More and more organizations and companies are empowering employees to use social technologies to make their brand more visible, engage with customers and understand marketplace perceptions.


Employee Advocates: The hottest thing in corporate communication today

by Sara Folkerts

Advocacy is defined as actively supporting a cause, idea, person, political party, etc. Advocacy is also the hottest trend in customer engagement these days. Employees can be great advocates for your company. Who else knows your products, services or widgets better than the people making it?


How to Help Your CEO Shine on the Social Scene

by Tracey Sen

If your CEO hasn’t yet openly embraced social media, chances are they will soon.

The number of “social CEOs” is expected to increase significantly within the next five years as business leaders discover the benefits of social media. According to IBM’s 2012 Global Insights study, respondents indicated that they are already seeing some benefits to their organizations from engaging with audiences through social media, including increased agility and adaptability.


The Journey to Becoming a Social Business

by Connie Bensen

Companies today are striving to become social businesses by integrating social media into the fabric of their company. It is no longer practical for social marketing and social customer service to occur in silos. This evolution has a major impact on the role of social media manager. It places a new demand on a role that started out with a specific business focus. The role needs to expand into a team of people that guide governance, policies, centralization of tools and best practices.


Cognitive Science + Common Sense = Effective Presentations

One Piece of Body Language Advice You Should Ignore
by Eric Bergman, ABC

Editor's note: This is the second installment in a three-part series that looks at powerful presentations and effective communication.

There is a plethora of advice out there about the correct body language to use for presentations. But have you ever noticed that most of that advice includes the word “don’t”?

Instead of focusing energy on all the things we shouldn’t do with our body language, wouldn’t it be better to focus on what we should? For presentations, the key to successful body language is summed up in two words: Be yourself.

Case Studies
  • "Voice of the Customer," Network Solutions and Livingston Communications
  • "Building an Online Community for E-retailer mimovrste=) Using Social Media," mimovrste d.o.o.
  • "GM Shows the World What's Next," Weber Shandwick with Jack Morton and McCann Worldgroup

Communication in the News

Related Resources

Related Resources provides additional articles and resources for understanding this month's topic of building a social business. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:

  • "Real Examples of Social Business ROI," by Christine Crandell
  • "Training Employees on Social Media Improves Engagement, Boosts Company Reputation," by Shel Holtz, ABC, IABC Fellow



This issue sponsored by:

Communicate Your Message—Across Complex Cultures, Contexts, Mediums and Audiences.

Northeastern University’s MS in Corporate and Organizational Communication teaches you to develop, manage, and deliver global communications. Offered online and on campus, the degree’s six concentrations offer you content-specific expertise in areas such as project management, human resources, and social media.

Next start term is April 2013. Learn more.