Based on the famous "Tribalization of Business Study" -- A wide-ranging annual survey conducted by Francois Gossieaux of Beeline Labs and Ed Moran of Deloitte -- this is the definitive guide to using social media for organizational success. The book's surprising findings and in-depth interviews will challenge everything you know about corporate-consumer relations starting with The 5 Steps to Being Hyper-Social: 1. Forget technology -- understand the four drivers of successful communities. 2. Forget market segments and consumers -- think tribes and humans. 3. Forget company-centricity -- think human-centricity. 4. Forget channels -- think networks. 5. Forget process and hierarchies -- think social messiness. Social media is changing the world as we know it. This book shows you how to change your organization and be on the leading edge of the movement. Instead of marketing to general target groups, Gossieaux and Moran reveal how you can refocus your efforts to home in on what matters most to people -- the communities or "tribes" that are at the core of their "identities" -- and unite them through their shared passions, problems, responsibilities, wants, and needs. You'll discover how to establish a real human presence on the Web and in social media communities and sites to open up a naturally flowing, mutual -- and mutually beneficial -- exchange of ideas and information. And you'll see what leading companies like Amazon, Netflix, Microsoft, IBM, Marriott, Eli Lilly, and others are doing right and how you can do it too. Best of all, you'll hear fascinating, in-depth interviews with today's trendsetters about what their businesses are doing to become Hyper-Social. - Jacket flap.