The one-sentence summary

Co-creation, passion, learning, openness, listening, and generosity are at the heart of social media at work.


  • The internet is a creative destroyer which, positively or negatively, has had a significant impact in every sector industry – shrinking value chains, removing barriers to entry, disrupting business models and slashing transaction costs, with many implications for management.
  • There are six main myths (and realities) about social media at work:

1. Co-creation

Myth: We’re going to need a process for this. Reality: Just do it.

Social media gives people the tools to sort it out, so take a step back.

2. Passion

Myth: Social networking is a time-waster. Reality: Building connections is vital to business. Experience the Butterfly Effect – start a ripple somewhere.

3. Learning

Myth: Email is the best way to share knowledge. Reality: Social tools increase productivity. Become a learning organisation. Cut back on email and address requests to one dedicated person instead.

4. Openness

Myth: We don’t need to be transparent. Reality: Your competitors are more open.

Open up through blogs and more face-to-face contact. Become a content producer, and learn to respond effectively and proportionately.

5. Listening

Myth: Management knows best. Reality: The truth is out there. Learn to listen. Give your business community a focal point, and nurture the ecosystem.

6. Generosity

Myth: Giving stuff away is commercial suicide. Reality: Collaboration makes you richer. Be generous and ask what you can do for your community.


  • There are scores of examples of where standard company practice doesn’t work. Email is a classic example, with the ‘broken trust’ implications in bcc and cc major culprits.


  • It is written in an unusual narrative style, frequently interjected by lengthy quotations. As such, the book is a synthesis rather than one with a cohesive point of view.