OPEN BOOK MANAGEMENT

"More than ever, having empathy for people's needs is the key to driving growth. But many executives face the challenge of piercing the bubble that surrounds them and tapping into what everyday folks are really going through. Companies are starting to use custom Web 2.0 tools to do just that: The revamped Skittles.com aggregates people's ideas and comments from Facebook and YouTube, informing both fans and internal brand leaders. 'Social buzz dashboards' show feeds from what people are saying and thinking on blogs, video sites and virtual worlds, with analytics detailing how they've changed over time. Some CEOs like Zappos' Tony Hsieh then complete the communication loop, pushing their ideas back out to folks with regular Twitter updates and live blogs. Beyond just getting feedback, such tools help leaders gather, aggregate and exchange unfiltered information about what keeps people up at night and thereby make better business decisions."

Udaya Patnaik, principal
Jump Associates
San Mateo, Calif.

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