Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build Their Brand -- Contents -- Foreword -- INTRODUCTION -- Part I: STRATEGY -- Chapter 1: WHAT IS TRANSPARENCY? -- The Transparency Debate -- How Did We Get Here? -- Our Definition -- Conclusion -- Chapter 2: SOMEONE MAY BE LOOKING -- The Four Characteristics of Transparency -- Transparency Done Right: The Apple of My Ire -- Transparency Done Right: JetBlue Airways-Trick or Tweet? -- Transparency Done Wrong: Astroturfing -- Transparency Done Wrong: Target's Dismissal of Bloggers -- Conclusion -- Chapter 3: DO YOU HAVE WHAT IT TAKES? -- Transparent Companies Do the Right Thing -- Transparent Companies Acknowledge Inescapable Facts -- Transparent Companies Trust Their Employees -- Transparent Companies Have an Open-Book Mind-Set -- Leaders and Employees of Transparent Companies Are Accessible -- Transparent Companies Are Managed by Courageous Leaders -- Part II: TACTICS -- Chapter 4: FROM PROSPECTS TO PEOPLE -- From Prospects to People -- The Tactics of Transparency -- The Buck Stopped Already -- Ignore or Explore: JetBlue Airways Case Study -- The Real Return on Investment for Transparency -- Conclusion: Transparency Takeaways -- Chapter 5: FOLLOW THE MONEY -- DellShares -- Inevitable Change -- The Voices of a Company's People -- Conclusion: The Risks of Opacity -- Chapter 6: WHEN THINGS GO BAD -- What Kinds of Crises Are There? -- Crisis Principles -- There Are No Secrets -- Meteor Crisis: BigHa and the Jasper Green Laser Pointer -- Predator Crisis: GMnext and the Rainforest Action Network -- Breakdown Crisis: JetBlue Airways and the Valentine's Day Freeze -- Conclusion -- Chapter 7: EXPOSING THE COMPANY TO THE EMPLOYEES WHO MAKE IT WORK -- An Open-Book Approach -- Fast Company's Open Approach -- "90 Days of Transparency" at BzzAgent -- Business Literacy.

Executive Blogs -- Other Internal Blogs -- Blogs May Be All That, But They're Not All There Is -- Chapter 8: MEET THE PRESS -- Transparency Channels -- Social Media Relations -- Conclusion -- Chapter 9: THE VIEW FROM THE TOP -- What Openness Means -- Bad News, Controversy, and Misperceptions -- Do CEOs Need a Blog? -- Other Executives -- Conclusion: Blogs Are Tools -- Chapter 10: EN-GAUGE THE CONVERSATION -- How McDonald's Proves It's "Open for Discussion" -- Can You Hear Them Now? Verizon's Policy Blog -- Physician, Reveal Thyself: CEO Paul Levy's Blog -- Ben & Jerry's Social and Environmental Assessment -- Eschewing the Issue -- What to Do Next -- Chapter 11: FROM THE INSIDE LOOKING OUT -- The Blurring Line -- Employee Blogs -- Employee Participation in Social Networks -- Customer Service and Technical Support -- Conclusion -- Chapter 12: TRANSPARENCY BEYOND TEXT -- "Backstage with Barack" -- Mike Donnelly's Video Diary: How Coca-Cola Is Listening -- When the Nuts Saved Jericho: How CBS Showed It's Listening -- Help for the Hill: Politics Gets Personal? -- The GE on Demand Audio and Video Series -- How Nike Plus Builds Community and Changes the Role of Advertising -- How Companies Use Multimedia for Internal Applications -- Conclusion -- Chapter 13: PROFILE AND PRIVACY -- The New Watercoolers -- Social Networking -- LinkedIn: Your Virtual Rolodex -- Hire Learning: Ernst & Young's Paid Facebook Page -- Facebook Fridays: Serena Software Redefines Productivity -- I Am What IM: Twitter -- Keeping It Safe While Keeping It Real -- Proving Your Online Identity: BeenVerified.Com -- Conclusion -- Chapter 14: THE CASE FOR FACE-TO-FACE -- The "Unconference" Movement -- Jeff Pulver and Friends: The No-Barrier Breakfast -- An Interview with Scott Ginsberg, "That Guy with the Name Tag" -- Paltalk President and COO Joel Smernoff: Face-to-Face Online.

Online Anonymity -- Conclusion -- Part III: MAKING IT REAL -- Chapter 15: THE TOOTHPASTE IS OUT OF THE YOUTUBE -- Control What You Can -- The Greatest Fear -- Case Study: Bigelow Tea-Get Them Talking on Your Turf -- Other Fears to Consider -- Chapter 16: YEAH, BUT... -- Legal and Regulatory -- Competitive Issues -- Technical Issues -- Investment -- Chapter 17: YOUR ROAD MAP TO TRANSPARENCY -- Step One: Assess -- Step Two: Adjust the Culture -- Step Three: Establish Your Voice -- Step Four: Create an Action Plan -- Chapter 18: WHAT'S NEXT? -- More Regulation -- The Moving Target -- Conclusion -- Notes -- Acknowledgments -- The Authors -- Index.