© 2015

Making Social Technologies Work

Leveraging the Power and Managing Perils of Social Technologies in Business

  • Authors

Part of the Palgrave Pocket Consultants book series (PAPC)

Table of contents

  1. Front Matter
    Pages i-xviii
  2. What is it?

    1. Front Matter
      Pages 1-1
    2. Ronan Gruenbaum
      Pages 3-11
    3. Ronan Gruenbaum
      Pages 12-18
    4. Ronan Gruenbaum
      Pages 19-21
    5. Ronan Gruenbaum
      Pages 22-39
    6. Ronan Gruenbaum
      Pages 40-47
    7. Ronan Gruenbaum
      Pages 48-52
    8. Ronan Gruenbaum
      Pages 53-57
    9. Ronan Gruenbaum
      Pages 58-61
    10. Ronan Gruenbaum
      Pages 62-70
    11. Ronan Gruenbaum
      Pages 71-74
    12. Ronan Gruenbaum
      Pages 75-77
    13. Ronan Gruenbaum
      Pages 78-81
    14. Ronan Gruenbaum
      Pages 82-85
    15. Ronan Gruenbaum
      Pages 86-94
    16. Ronan Gruenbaum
      Pages 95-97
  3. Why it Matters

    1. Front Matter
      Pages 99-99
    2. Ronan Gruenbaum
      Pages 101-114
    3. Ronan Gruenbaum
      Pages 115-118

About this book


Embracing social technologies at work is not just a blog from the CEO. It is about understanding all the opportunities where social media and technology activities could improve your company from marketing to operations. A practical guide for managers and an informative window into the world of social technologies in business.


Social Media Social Technologies Innovation business strategy communication innovation International Business management marketing Promotion social media

About the authors

Ronan Gruenbaum is Professor of Marketing and Technology and Associate Dean at the London postgraduate campus of Hult International Business School, having joined Hult from Ashridge Business School where he was, most recently, Associate. Ronan has over fifteen years' corporate experience in e-commerce, digital marketing, mobile technologies, online learning and social media and in addition to teaching on MBA and executive education programmes has spoken extensively on the role of social technologies in business education at conferences for industry organisations AACSB, EFMD, CEEMAN, ECBE and ABS. He is the author of a chapter on the role of social technologies in business education 'When the classroom is no longer a room' in the Palgrave Macmillan book The Future of Learning: insights and innovations from executive development. Ronan blogs at and Tweets as @SealTree.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Consumer Packaged Goods
Materials & Steel
Finance, Business & Banking


"My first thought was 'Oh lord, another Social Media book' but then, I actually read it. This one is worth the time good analysis, good examples, and good advice."

-Vint Cerf, Internet Pioneer

"Many books detail why new technologies are changing business Ronan Gruenbaum refreshingly shows us how organizations can embrace and adopt them."

-Erik Qualman, Pulitzer Prize Nominated Author

"With Social Media comes great responsibility. These networks are communities for building businesses and also for tearing them down. Ronan shows you how to inspire communities to build a meaningful and engaged brand in a new era of connected consumerism."

-Brian Solis, digital analyst; anthropologist; author of What's the Future of Business (WTF)

"Too many businesses from start up to scale-up misunderstand the importance of implementing Social Media correctly. And with thousands upon thousands of ill-informed blogs, articles, and frankly Social-Media-voodoo available on the web, the business world is ready for a simple and effective framework like SITCER to bring reality and experience to the forefront of our professional lives. This is a 'must-read'."

-Chris Howard, Mentor & Adviser, Techstars the world's most successful entrepreneur accelerator

"There are many books that talk about the 'what' of Social Media, but avoid the 'how'. Ronan tackles the latter head on with academic rigour. His framework highlights effectively how to integrate Social Technologies in any organization.'

-Christer Holloman, author of The Social Media MBA

"You will not find a more readable, more comprehensive or more commercially pragmatic guide to Social Technologies. Most useful to business readers, but lots of gems for individuals as well."

-Andrew Campbell, author of more than ten books including Strategy for the Corporate Level (2014) and Think Again (2008)