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Introducing Social Capital Value Add eBook

Introducing Social Capital Value Add eBook

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Published by Michael Cayley
"Introducing Social Capital Value Add" is a must read for anyone who is trying to make sense of what changing forms of marketing and communications attributable to broadband internet connections means for business.
"Introducing Social Capital Value Add" is a must read for anyone who is trying to make sense of what changing forms of marketing and communications attributable to broadband internet connections means for business.

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Published by: Michael Cayley on Apr 25, 2008
Copyright:Traditional Copyright: All rights reserved

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05/21/2013

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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:
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:
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agreatlittlecasestudyof theideasintheeBookatwork.

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