Social Roots: Why Social Innovations are Creating the Influence Economy (Digital and Social Media Marketing and Advertising Collection)

Annotation Social Roots traces the history of a fundamental economic shift that is underway. The shift is rooted in virtualization, a key innovation factor, but when combined with influence networks the significance becomes transformative. The combined power of these dimensions is forcing a new economic paradigm based on return on collaboration metrics with underpinnings in social capital theory. The genesis of this transformation was social media, which really began in 2003 with launch of MySpace and the acquisition of Blogger by Google. Over the next decade more tools were added to the arsenal of collaborative tools. Platforms like Facebook changed the way we connect with friends and family. Twitter spawned a new communication model. LinkedIn allowed us to capitalize on the power of business networks. Netflix and Hulu changed how we view media. Blooger and WordPress made us all authors and challenged traditional media. Individually these companies created new ways to individuals task, collectively they change they way we do business. And all of this happened in a decade. For some it is hard to believe how much the world has changed in just ten years. But many wise sages will be reminded of Bill Gates axiom 'We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. Don't let yourself be lulled into inaction.' Social Roots is the story of the near magical transformation, written specifically so we do forgot the importance of this decade of leadership in the influence economy Traces the history of a fundamental economic shift that is underway. The shift is rooted in virtualization, a key innovation factor, but when combined with influence networks, the significance becomes transformative. The combined power of these dimensions is creating a new economic paradigm based on return on collaboration metrics rooted in social capital theory. The genesis of this rich transformation is driven by collaboration and social media approaches that began in 2003. Over the next decade, more social engagement tools were added to the growing arsenal of collaborative platforms, many of which continue to change and evolve today. Independently these companies created new ways to perform individual tasks; collectively they change the way we do business. And all of this rapid innovation has occurred in a decade. For some it is hard to believe how much the world has changed in just 10 years. Social Roots is the story of the near magical transformation, written specifically so we do not forget the significance of this decade of leadership in the influence economy. Many of the stories in the first part of Social Roots are about organizations that took the opportunity to experiment and experience the power of social networking approaches to conducting business; and social innovators striving to make the world a better place. Their contributions to creating the influence economy are numerous, and their story of how they achieved success creates a tapestry of insight Social Roots traces the history of a fundamental economic shift that is underway. The shift is rooted in virtualization, a key innovation factor, but when combined with influence networks, the significance becomes transformative. The combined power of these dimensions is creating a new economic paradigm based on return on collaboration metrics rooted in social capital theory. Inside is the story of the near magical transformation, written specifically so we do not forget the significance of this decade of leadership in the influence economy. Many of the stories in the first part of Social Roots are about organizations that took the opportunity to experiment and experience the power of social networking approaches to conducting business; and social innovators striving to make the world a better place. Their contributions to creating the influence economy are numerous, and their story of how they achieved success creates a tapestry of insight. Content: 1. Our social roots -- 2. Facebook -- 3. Twitter -- 4. LinkedIn -- 5. Myspace -- 6. WordPress -- 7. Blogger -- 8. YouTube -- 9. Social Learning -- 10. Social prospecting -- 11. Social analytics -- 12. What's next? -- Notes -- References -- Index.