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Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand
While exposing the risks inherent in maintaining a nontransparent relationship with customers, Tactical Transparency provides a methodology that will help your organization create its unique plan to bring greater authenticity to your company and your brands. Drawn largely from interviews with leaders in companies that have achieved measurable success in this arena, authors Shel Holtz and John C. Havens provide step-by-step details on how executives and professional communicators can create a transparency strategy that will keep their organization competitive in the twenty-first century. The authors show how organizations can evaluate their readiness for transparency, what they need to do to get ready, and how to effectively communicate their transparency strategy to their customers and employees. They also identify aspects of blog/new media "netiquette" an important but often misunderstood part of engaging in transparency.
- GenresBusiness
320 pages, Hardcover
First published November 10, 2008
2 people are currently reading
33 people want to read
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Displaying 1 - 7 of 7 reviews
February 18, 2012
I recommend this book to anyone struggling with how to be transparent, whether from an organizational perspective, or just as an individual.
Organizations around the globe have been committing to “transparency” in recent years. So much so that some have even view this as another word to be added to the famous “Buzzword Bingo card” that Joe mentioned in a previous Joe’s Corner. Like so many words that make it on to that card, it is one that is both dripping with content, and devoid of meaning. It means something different to everyone and thus nothing.
This book, Tactical Transparency, moves the reader from a platitude without substance into an actionable course with a definition of operational value. According to Tactical Transparency there are traditionally two definitions of transparency that are generally accepted–financial transparency, and governance transparency. Publicly traded companies are already required to provide certain amount of financial and governance information. But we are seeing companies stepping beyond that simple definition. Lately companies have been seeking to use “transparency” as a means of improving (or shoring up) their reputation.
This transparency is about the reputation of an organization. It is one that builds credibility. That instills trust. That, as a senior leader for a major retail firm recently said, is “opening the Kimono” and letting the stakeholders see just how things are being done. “Tactical Transparency” posits that transparency designed to restore or maintain a reputation is measured by the degree to which an organization shares their leaders, their employees, their values, their culture, the positive and negative results of their business practices, and their business strategy with their stakeholders. The book also affirms the concept that transparency does not mean violating confidences, or giving up business secrets essential for maintaining a competitive advantage.
Early in the book we gain key takeaways..
1. Your stakeholders have expectations–know what those are, and try to either meet them, or carefully shape their expectations so that you remain genuine and authentic while building trust with them that those things that are not disclosed are in the best interest of the stakeholders.
2. When you declare you will be transparent (or ethical, or financially or environmentally responsible) establish up front what you mean. Be as clear as possible about expectations and measures of success so that you control how you will be measured.
3. Authenticity and transparency require communications. Maintain contact as often as possible, even if the message is one of “progress” without specifics. Nature abhors a vacuum, as does the news cycle. Don’t allow others to define your message.
The book offers much in the way of shaping your organization so that you remain true to your business, while building genuine trust and confidence with the stakeholders. This book is definitely worth a read both in organizational transparency and also in personal transparency in relationships.
Organizations around the globe have been committing to “transparency” in recent years. So much so that some have even view this as another word to be added to the famous “Buzzword Bingo card” that Joe mentioned in a previous Joe’s Corner. Like so many words that make it on to that card, it is one that is both dripping with content, and devoid of meaning. It means something different to everyone and thus nothing.
This book, Tactical Transparency, moves the reader from a platitude without substance into an actionable course with a definition of operational value. According to Tactical Transparency there are traditionally two definitions of transparency that are generally accepted–financial transparency, and governance transparency. Publicly traded companies are already required to provide certain amount of financial and governance information. But we are seeing companies stepping beyond that simple definition. Lately companies have been seeking to use “transparency” as a means of improving (or shoring up) their reputation.
This transparency is about the reputation of an organization. It is one that builds credibility. That instills trust. That, as a senior leader for a major retail firm recently said, is “opening the Kimono” and letting the stakeholders see just how things are being done. “Tactical Transparency” posits that transparency designed to restore or maintain a reputation is measured by the degree to which an organization shares their leaders, their employees, their values, their culture, the positive and negative results of their business practices, and their business strategy with their stakeholders. The book also affirms the concept that transparency does not mean violating confidences, or giving up business secrets essential for maintaining a competitive advantage.
Early in the book we gain key takeaways..
1. Your stakeholders have expectations–know what those are, and try to either meet them, or carefully shape their expectations so that you remain genuine and authentic while building trust with them that those things that are not disclosed are in the best interest of the stakeholders.
2. When you declare you will be transparent (or ethical, or financially or environmentally responsible) establish up front what you mean. Be as clear as possible about expectations and measures of success so that you control how you will be measured.
3. Authenticity and transparency require communications. Maintain contact as often as possible, even if the message is one of “progress” without specifics. Nature abhors a vacuum, as does the news cycle. Don’t allow others to define your message.
The book offers much in the way of shaping your organization so that you remain true to your business, while building genuine trust and confidence with the stakeholders. This book is definitely worth a read both in organizational transparency and also in personal transparency in relationships.
July 30, 2012
"I need to start by saying that I am not generally a fan of "business books," because they frequently seem to be pedantic, preachy and completely clueless about how things work (or don't) in the real world. This book is NOT like that!
The book is chock-full of real-life situations and case-studies of companies - many that are household names - who have done transparency well, or who have learned the hard way why, as Holtz and Havens state: "Transparency is not a choice."
What I especially loved about this book is that the information and advice it offers are presented in real language, and with a demonstrated understanding of the way things actually work in the daily life of business. There are bullet lists of what to do or not to do, steps to take, checklists to use, and "If you're not there yet" advice.
The information flows in a logical way that makes sense as you build on each section. The specifics the book explores are the kinds of situations you ACTUALLY come across in your daily work, and so they can be easily integrated into your mindset and activities if you are trying to build more transparency into your company. The book also frequently answers the questions and potential objections/obstacles that pop into your head as you are reading it, which is a refreshing demonstration that the authors really do know what they are talking about, and are genuinely trying to help you make the change to more transparency.
This book provides value for absolutely everyone! Regardless of what level you are at in a business - CEO or front line - the effectiveness (or lack) of the success of the company's transparency efforts involves and impacts you.
Even if you happen to be a stay-at-home parent, you probably would prefer to patronize companies who interact with you as a respected partner/stakeholder than as just someone to sell "stuff" to, and the information in this book will help identify those types of organizations.
I expected that there would be good information in this book, but I didn't expect to find clear, detailed, helpful information on virtually every page without the pomposity and condescensding tone that so many business books adopt. The authors advocate approching your interactions in your business as though you are having a face-to-face conversation with someone, and that is exactly the tone they strike in this book. It is engaging, accessible and straightforward while offering good, usable advice. I will refer to this book frequently in my work, and I highly recommend it as a key addition to your office bookshelf!
P.S. In the interest of transparency, I subscribe to Shel Holtz's daily podcast, but have no other affiliations with either of the authors of the book, other than appreciating the value the book has given me.
The book is chock-full of real-life situations and case-studies of companies - many that are household names - who have done transparency well, or who have learned the hard way why, as Holtz and Havens state: "Transparency is not a choice."
What I especially loved about this book is that the information and advice it offers are presented in real language, and with a demonstrated understanding of the way things actually work in the daily life of business. There are bullet lists of what to do or not to do, steps to take, checklists to use, and "If you're not there yet" advice.
The information flows in a logical way that makes sense as you build on each section. The specifics the book explores are the kinds of situations you ACTUALLY come across in your daily work, and so they can be easily integrated into your mindset and activities if you are trying to build more transparency into your company. The book also frequently answers the questions and potential objections/obstacles that pop into your head as you are reading it, which is a refreshing demonstration that the authors really do know what they are talking about, and are genuinely trying to help you make the change to more transparency.
This book provides value for absolutely everyone! Regardless of what level you are at in a business - CEO or front line - the effectiveness (or lack) of the success of the company's transparency efforts involves and impacts you.
Even if you happen to be a stay-at-home parent, you probably would prefer to patronize companies who interact with you as a respected partner/stakeholder than as just someone to sell "stuff" to, and the information in this book will help identify those types of organizations.
I expected that there would be good information in this book, but I didn't expect to find clear, detailed, helpful information on virtually every page without the pomposity and condescensding tone that so many business books adopt. The authors advocate approching your interactions in your business as though you are having a face-to-face conversation with someone, and that is exactly the tone they strike in this book. It is engaging, accessible and straightforward while offering good, usable advice. I will refer to this book frequently in my work, and I highly recommend it as a key addition to your office bookshelf!
P.S. In the interest of transparency, I subscribe to Shel Holtz's daily podcast, but have no other affiliations with either of the authors of the book, other than appreciating the value the book has given me.
May 4, 2009
Insightful look at social media and transparency in business
Shel Holtz and John C. Havens have tremendous experience with a range of social media, and both this experience and their zest for its possibilities come through clearly. This lively, timely book’s core message is simple: In the digital age, transparency is a requirement, not a choice, and so business leaders must decide how to manage it. Your choices are complex, and fraught with emotion and risk. Transparency issues concerning openness and how much data to divulge often unfold in real time, so business readers need every bit of the guidance and preparation the authors provide. Holtz and Havens acknowledge that some of their specific suggestions will become dated quickly; however, their general principles and case studies will be useful for quite some time. (Actually, more pertinent than the fear that their pointers will become dated is the concern that the authors are overly enthusiastic about their topic.) getAbstract recommends this to readers interested in social media, and to leaders trying to shape a communication strategy in today’s shifting landscape.
Shel Holtz and John C. Havens have tremendous experience with a range of social media, and both this experience and their zest for its possibilities come through clearly. This lively, timely book’s core message is simple: In the digital age, transparency is a requirement, not a choice, and so business leaders must decide how to manage it. Your choices are complex, and fraught with emotion and risk. Transparency issues concerning openness and how much data to divulge often unfold in real time, so business readers need every bit of the guidance and preparation the authors provide. Holtz and Havens acknowledge that some of their specific suggestions will become dated quickly; however, their general principles and case studies will be useful for quite some time. (Actually, more pertinent than the fear that their pointers will become dated is the concern that the authors are overly enthusiastic about their topic.) getAbstract recommends this to readers interested in social media, and to leaders trying to shape a communication strategy in today’s shifting landscape.
January 3, 2009
According to John Haven's co-author Shel Holt "transparency is a requirement due to increased regulations and (has) become a key driver of new information and messaging for companies...transparency is both a strategy and a condition.
In a nutshell transparency relates to information flow from the company to investors, it is also known as "full disclosure" and "Tactical Transparency" is (or should be) the standard reference for anyone in business...small or large
In a nutshell transparency relates to information flow from the company to investors, it is also known as "full disclosure" and "Tactical Transparency" is (or should be) the standard reference for anyone in business...small or large
February 23, 2009
Valuable insight into what it means for companies to communicate openly with their employees and customers. A great reminder that any successful relationship, whether it be personal or business, requires open, honest communication to succeed.
July 11, 2016
Web 2.0 is here for the crisis management team and transparency is now an expectation form most stakeholders and if you are not you will be forced to in a crisis. This book is definitely recommended reading for the crisis management practioner, I also know what 'punchcasting' is now
July 23, 2009
Terrific guide focused mainly but not exclusively on social media. Especially useful because it considers those who want to wade into transparency as well as those ready for a deep dive.
Displaying 1 - 7 of 7 reviews