Postman tells it like it is when it comes to the bind in which social media has placed many corporate communications managers. He addresses the challenge that "Inside companies, people are clearly confused about social media" (p. 160)

This book goes a long way to dispel any confusion. It's chock-full of checklists, questions to consider, case studies and options to review. The guidance he gives is grounded in what is clearly first-hand experience of the corporate world. For example, this advice on selecting who should represent a company on an officially sanctioned blog is right on the money:

"Choose your bloggers well, counsel them, monitor them, and if need be, shut down their blogs if they are not posting in a way that helps you meet your communications objectives. But try not to censor them ahead of time." (p. 65)

If you work inside a corporation and need to encourage co-workers or the suits in management to consider the options presented by social media, this is the book to leave lying around the office to stimulate discussion.

From the politics to the technical details and the straightforward PR and communications counsel the book covers a lot of ground. It also manages to be a complete inventory of social media, circa January 2009.

One inevitable problem any book on a subject as fast-moving as this will face is a limited shelf-life. In a few years it might seem impossibly quaint. But for now, there's no better guide to new territory. As Postman says on the last page "Start Now!".

This is a great book for anyone looking at social media for their companies. It gives you a headstart on various issues that will be encountered while implementing social media in the company.

A few things can be added as topics:

1) The book mentions about blog training and if you can recommend any such trainers or training modules shall be very useful. I would like to have a few people trained in our organization.

Also, this is an ongoing process as more and more teams get exposed to the new way of working in the social media area and training becomes all the more crucial for the organization.

2) Legal has a very crucial role in this whole process specially in regulated industries.

So, in that case some additional details or any information that will be very useful. Change management is most difficult in all organizations and the better equipped the social media team is on various aspects.

3) Ratings, Reviews and Recommendations - SOme information on this topic would be helpful for readers.

4) Some details on how to present of a social media plan based on the score from the initial set of questions would be help.

By the end of the book, readers will have a good idea but a chapter dedicated on this would be helpful for greehorns like me.
Check out Social Media Marketing: An Hour a Day book also for marketing professionals.

Joel Postman argues persuasively that the new "basic business skills" now requires a basic understanding of social media and the ability to use social networks correctly, alongside presentation skills and the ability to create and understand an Excel spreadsheet.

SocialCorp provides several starting places for organizations that want to create social media initiatives specifically for each audience and to engage them on their terms, in a way that is relevant to them. A progressive, forward-thinking company adopts social media 'in a way that accomplishes strategic business and communications objectives without compromising the company's primary obligations as a corporation,' he says.

For example, Dell, Zappos, IBM, and Procter & Gamble are among companies using social media to reshape their relationships with their audiences. Dell's IdeaStorm functions as a full-blown customer engagement program and a catalyst for change in the company's products and services.

Organizations can monitor conversations using social media to learn, day-by-day, how their brand is performing, where the company is strong, and where there's work to do. The organization can join in the conversation and influence the brand for the better.

Social media strategy isn't that complex, Postman says, but it does require a synthesis of traditional thinking, creativity, understanding of new tools and etiquette, and the willingness to take some chances.