Shift and Reset: Strategies for Addressing Serious Issues in a Connected Society

Praise for Shift & Reset
"Shift & Reset: Strategies for Addressing Serious Issues in a Connected Society offers an innovative, yet realistic approach to facing today′s challenges in both the nonprofit and corporate world. Reich encourages us to get caught up in the whirlwind of new media and take advantage of all it is has to offer. He counsels us to embrace change and not be afraid of failure. The way we address serious issues in today′s society is not working. Shift & Reset challenges us to go above and beyond, using communication through technology as our guiding force. As Reich bluntly, but admirably points out, ′Change is painful, and slow, sometimes messy, and always exhausting. But the benefits far outweigh the sacrifices in the end.′"
—MARK MCKINNON, Vice Chairman, Hill & Knowlton, Public Strategies; and President, Maverick Media
"Shift & Reset rises to the challenge of navigating the changing media landscape while also inspiring real and feasible change. A valuable resource for anyone trying to engage and connect with an audience in any way. I couldn′t put it down."
—MARK BURNETT, Executive Producer, Mark Burnett Productions
"Brian Reich argues that traditional strategies of passive outreach to potential clients and customers are as outdated as the dial–up modem. On the contrary, the most successful organizations are the ones with the most innovative strategies for increasing user engagement. Shift & Reset teaches readers how to reframe their competitive advantage by developing a highly motivated set of stakeholders who will take an active role in promoting the product at hand."
—HUGH FORREST, Director, SXSW Interactive Festival
"Commitment to a cause in the virtual world does not always yield results in the actual world. Resolving that paradox is the key to successful caus es, and Reich once again shows why he′s a trusted locksmith."
—JEFF NUSSBAUM, Partner, West Wing Writers

Spis treści:
Foreword ix
Preface xiii
Introduction Knocking the Meteorite Off Its Course 1
Chapter 1 Starting the Shift and Reset Process 7
Chapter 2 Embracing a New Approach: Mission and Measurement 19
Chapter 3 Knowing (Your Audience) Is Half the Battle 55
Chapter 4 Shift Your Language or Get Left Behind 81
Chapter 5 Shift Your Awareness and Really Support Your Mission 109
Chapter 6 Shift Your Education and Leverage Everyone’s Passions 141
Chapter 7 Shift Your Engagement: It’s about Being Active, Not Just Being Present 171
Chapter 8 Shift Your Mobilization Efforts and Perform the Right Actions 201
Chapter 9 Shift Your Game Plan in Supporting Big Issues 235
Chapter 10 The Franken–org: Ways to Increase the Functionality of an Organization and Its Staff (to Drive the Mission) 267
Chapter 11 Stop Doing These Four Things 299
Chapter 12 Once You Have Shifted . . . Now Reset and Think Bigger! 313
Chapter 13 After Impact 331
Notes 341
About the Author 355
Contributor Biographies 365
Acknowledgments 383
Index 387

Nota biograficzna:
BRIAN REICH is Senior Vice President–Global Editor for Edelman Digital, where he provides editorial vision and strategy for the company′s digital practice around the world. He is well known for his expertise in new media, Web 2.0, social networks, mobile, community, ecommerce, brand marketing, cause branding, and more. Reich is the author of Media Rules!: Mastering Today′s Technology to Connect With and Keep Your Audience (Wiley). He blogs at www.shiftandreset.com and contributes as a Fast Company expert; hosts a regular p odcast discussion about the impact of media and technology on society; and teaches consumer behavior and marketing strategy in the Graduate School of Communications at Columbia University.

Okładka tylna:
Praise for Shift & Reset
"Shift & Reset: Strategies for Addressing Serious Issues in a Connected Society offers an innovative, yet realistic approach to facing today′s challenges in both the nonprofit and corporate world. Reich encourages us to get caught up in the whirlwind of new media and take advantage of all it is has to offer. He counsels us to embrace change and not be afraid of failure. The way we address serious issues in today′s society is not working. Shift & Reset challenges us to go above and beyond, using communication through technology as our guiding force. As Reich bluntly, but admirably points out, ′Change is painful, and slow, sometimes messy, and always exhausting. But the benefits far outweigh the sacrifices in the end.′"
—MARK MCKINNON, Vice Chairman, Hill & Knowlton, Public Strategies; and President, Maverick Media
"Shift & Reset rises to the challenge of navigating the changing media landscape while also inspiring real and feasible change. A valuable resource for anyone trying to engage and connect with an audience in any way. I couldn′t put it down."
—MARK BURNETT, Executive Producer, Mark Burnett Productions
"Brian Reich argues that traditional strategies of passive outreach to potential clients and customers are as outdated as the dial–up modem. On the contrary, the most successful organizations are the ones with the most innovative strategies for increasing user engagement. Shift & Reset teaches readers how to reframe their competitive advantage by developing a highly motivated set of stakeholders who will take an active role in promoting the product a t hand."
—HUGH FORREST, Director, SXSW Interactive Festival
"Commitment to a cause in the virtual world does not always yield results in the actual world. Resolving that paradox is the key to successful causes, and Reich once again shows why he′s a trusted locksmith."
—JEFF NUSSBAUM, Partner, West Wing Writers