Follow The Yellow Brick Road Introducing Social Capital Value Add

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IntroducingSocial Capital Value AddValue Based Managementfor the Networked Age

Proposed by:

MichaelCayley,

BPR, APMCP, MBA

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Withintheeldofsocialcapitalstudy,concernshavebeenexpressedthatdeviationsfromafundamen-talunderstandingthatsocialcapitaliscapturedfromembeddedresourcesinsocialnetworksmayreducetheintellectualenterprisetoacatchallfad(Lin,Cook,Burt,1999).Thispaperisanargumentthatsometimein2004,whenbroadbandinternetconnectionsbecamemoreprevalentthanthoseoflesscapacity,individualsbecameempoweredasourmostintenseformofme-dia.ScaledupeffectsoftheIndividualasMediumincluding:•increasedinformationow,•exertionofinuence,•expansionofsocialcredentialsandreinforcementofidentityandrecognition,areconsistentwithanetworktheoryofsocialcapital.Corporationsareexposedtonewrisksandoppor-tunitiesduetothesescaledupformsofsocialcapitalandtheyrequirenewmethodstomanagethem.SocialCapitalValueAddisintroducedassuchanewmethod,designedtolinkthepioneeringintellectualen-terprisesofsocialcapitalandsocialnetworkanalysis(SNA)tovaluebasedmanagementandthepriori-tiesofmarketers.AplausibleSCVAvaluationmethodisproposedtodemonstratehowtheselinksmaybearticulatedinawaythatismeaningfulforinvestorsandcorporatemanagers.

Abstract

Acknowledgements:

IwouldliketothankOlavSorenson,theJeffreyS.SkollChairinTechnicalInnovationandEntrepreneur-shipattheRotmanSchoolofBusinessattheUniversityofToronto.OlavprovidedtheguidanceandencouragementrequiredtopersistwiththeSCVAargumentandconductedtherstthoroughreviewofthepaper.Inaddition,IgreatlyappreciatetheencouragementandaccommodationofmyMBAprofes-sorsandclassmatesandmyfriendsatContextCreativeInc.Allindulgedmewithexibility,inputandthelatitudetoletsocialcapitalinvadeeverydiscussionandassignmentduringtheformulationofSCVA.

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Contact:

MichaelCayley,

BRP, APMCP, MBA

Principal,SocialCapitalPracticewww.socialcapitalvalueadd.commichael@socialcapitalvalueadd.commobile:647-407-9598ofce:416-462-1859ext.2SkypeID:mgcayleyStanford’sMatthewO.Jackson,SethGodin,AlRies,MattIngram,EricHoffer,MarlaCranston,SuzanneWilliams,DougIreland,DeNelRehbergSedo,BrentKingandmywifeAndreaRedwayhaveallofferedideas,insightsoreditorialsuggestions,forwhichIamgrateful.TheonlinegroupsledbySethGodin,PaulWilmott,BarryWellman,FabioSabatiniandJohnMaloneyhaveeachprovidedhoursoflurkinganddozensofinteractionsthathavebeeninstrumentaltothedevelopmentofSCVA.ImetAdamHelweh,throughSeth’sonline“Triiibes”group.ThankyouAdamforreworkingtheeBookandmyblogs.Thestoryofhow“IntroducingSocialCapitalValue”hasbeendeliveredtoyouisagreatlittlecasestudyof theideasintheeBookatwork.