A book on social media for a good cause

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I love writing about people or initiatives that help advance society. That brings me to this blog post: “Smart Business, Social Business,” a new book by Michael Brito (@britopian), VP-Digital at Edelman. Although the book is not out yet, I’m already excited for two reasons:

1. The book focuses on the internal requirements of enabling a successful social business—a topic close to my heart and one that is often an “overlooked” or “afterthought” area for many companies. It walks the reader through the internal transformation of organizations into a social business and describes the key factors to be considered in this evolution.

2. Michael will be donating the book royalties to Not for Sale, a non-profit organization on a quest to end human trafficking and slavery.

The book will be available July 26 but you can pre-order now. What can be better than learning and helping at the same time? We sat down with Michael to learn more about his cause and, of course, the book. Check out our interview with him and some exclusive lessons learned—you’ve heard them here first!

Lesson #1: Operationalize social media internally to have a more effective external voice.

Lesson #2: Pay close attention to the social customer, understand their behaviors and usage models, and build core relationships with them (usually through their social counterparts, the community managers and subject matter experts).

Lesson #3: In order for an organization to really change, there must be a fundamental shift in culture that starts at the top and filters down to the rest of the organization.

To learn more about Michael’s book, visit  Happy reading!

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