Book review: Empowered

Emma De Vita reviews Empowered, by Josh Bernoff and Ted Schadler

Do you know how many of your team tweet? Are you a tweeter yourself? Does your charity have a dedicated tweeter? Or is all of this just double dutch to you?

If it is, it's time to get with the programme, because third sector organisations that aren't connecting with their online donors are missing out.

And, as Josh Bernoff and Ted Schadler write in their new book Empowered, you don't need a big strategy to make it happen. Instead, just use the resources you already have to use social networking to your charity's advantage - your tech-savvy colleagues.

According to the authors, one in three such employees is already doing this work autonomously "under the radar", so it's up to their managers to unleash them.

The authors call these employees HEROes: highly empowered and resourceful operatives. Whether or not your colleagues would like to be known as operatives is one thing, but everyone likes to be a hero - so if you want to sell this idea to them, perhaps it's best not to spell out the acronym.

And if you do follow the Empowered plan, you could soon have a whole army of tweeters ready to spread your charity's message. Who's the hero now?

- Emma De Vita is books editor of Management Today

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