Book Review: A Social Strategy: How We Profit from Social Media

A Social Strategy Cover

Mikolaj Piskorski: A Social Strategy: How We Profit from Social Media. Princeton, NJ: Princeton University Press, 2014. 275 pp. $29.95, cloth.

You can read the book review by Olga Khessina of ILR School Cornell University published online by Administrative Science Quarterly. From the review:

Social strategy is still an emerging phenomenon, but it is increasingly important. There is a great need to understand the role of social strategy not only in building companies’ competitive advantage but also in developing industries. Scholars of industrial evolution, such as organizational ecologists (e.g., Hannan, Pólos, and Carroll, 2007) and researchers of product life cycles (e.g., Klepper, 1996) and dominant design (e.g., Benner and Tripsas, 2012), may find this book appealing, because social strategy may play an important role in the evolution of both new and traditional industries. For example, recent research in organizational ecology suggests that producers may facilitate identity building and legitimation processes in new industries by engaging their audiences to convert the intrinsic appeal of producers’ offerings into actual appeal (Hannan, 2010). Specific forms of engagement, however, have remained underexplored (Verhaal, Khessina, and Dobrev, 2015). Piskorski suggests that one way companies could successfully engage their audiences is by means of social strategy: producers may engage audiences socially and in this way increase the actual appeal of their offerings. Empirical research could investigate whether such social engagement is effective for identity building andASQ_v60n4_Dec2015_cover.indd legitimation processes at both organizational and industry levels, whether new or existing companies are more likely to benefit from social engagement, what role social engagement plays in long-term industrial dynamics, and other interesting questions.

You can read the rest of the review from Administrative Science Quarterly for free by clicking here. Want to know about all the latest research and reviews like this from Administrative Science QuarterlyClick here to sign up for e-alerts!

This entry was posted in Social Marketing, Social Media, Strategy, Uncategorized and tagged , , , , , , , , , by Cynthia Nalevanko, Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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