Throwing Sheep in the Boardroom - How OnlineSocial Networking Will Transform Your Life, Workand World
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"If you want to understand why Wikipedia is changing the world, this book is a must read."
Jimmy Wales, Founder, Wikipedia

"This book is a must read for all - social activists, politicians or managers - who have an interest in understanding how our society is morphing."
Professor C.K. Prahalad, #1 Management Guru and author of Competing for the Future

The rise of social networks like Facebook, MySpace and Bebo is changing the way we see ourselves, how we interact with each other, how we work and how we do business on a daily basis. Throwing Sheep in the Boardroom explores the powerful forces driving the social networking revolution, the impact of these profound changes, and the far reaching consequences of social networking.

Detailing the way social networks affects both individuals and societies as a whole, the book offers a detailed focus on the ways social networking affects the world of business and work. The generation entering the workforce today - and entering boardrooms everywhere - is fully engaged with social networking and its uses. Rather than feeling threatened and paranoid, today's business leaders need to understand this phenomenon, accept that it won't go away, and embrace its power in the world of business.

Excerpts from Throwing Sheep in the Boardroom:
"Your next CEO’s most impressive job credential might be status as an online gladiator, honing valuable leadership skills mercilessly slaying mortal enemies on World of Warcraft. Why not, the skills necessary to hack your way to the top levels of virtual games – especially a killer instinct – are excellent pre-requisites for managing complex organisations."

"Many senior managers mistakenly believe Enterprise 2.0 is a product, like the latest Microsoft office suite. They don’t realise that Enterprise 2.0 is not a cost centre, but a “state of mind” – a revolutionary new way of managing companies and conducting business.

Web 2.0 tools have no regard for “organisational boundaries, hierarchies, or job titles”. Try telling a senior executive that, henceforth, there will be no job titles, reporting lines, and organisational boundaries in the company – and watch the reaction closely."

"When someone calls a meeting, he or she is asserting authority over those who are invited to attend. Meetings are exclusive and closed. In most corporations, who gets invited to a meeting – and who does not – sends a signal about who’s ‘in the loop’. Meetings are a form of social grooming inside organisations. Meetings impose vertical authority. They establish status hierarchies. The Enterprise 2.0 model is feared in corporations because it threatens status hierarchies."

"Harnessing the dynamism of horizontal networks, Web 2.0 social media are bypassing institutional forms of social organisation and directly empowering people. This book has attempted to tell that story with illustrations, which, we hope, have offered intriguing and instructive insights into the powerful transformations we described. What has interested us most, indeed, is the transformative impact – or “e-ruptions” – of Web 2.0 social media on the three dynamics that gave this book its structure: identity, status and power."


Matthew Fraser, PhD, is a Senior Research Fellow at INSEAD and teaches at the Institut d’Etudes Politiques de Paris. A recognised media industries expert, he also has long experience as a journalist, including weekly columnist, national television host, and Editor-in-Chief of Canada’s national daily newspaper, the National Post.

Soumitra Dutta, PhD., is Roland Berger Chaired Professor of Business and Technology at INSEAD. He is faculty director of [email protected], a center of excellence in the digital economy working in collaboration with organisations such as SAP and Intel. His research has been showcased in the international media such as CNN, CNBC, and the BBC. He is a fellow of the World Economic Forum. 





Introduction: social networking e-ruptions – identity, status, power.


1 The I’s have it: multiple selves in virtual worlds.

2 The kindness of strangers: the ties that bind.

3 It’s a small world: exit, voice and loyalty.

4 We Googled you: the privacy paradox.

5 Virtual reality: Second Life and death.


6 Social capital: monkeysphere to cyberspace.

7 Me, MySpace and I: the fame game.

8 Status hierarchies: loveable fools and competent jerks.

9 Everyone’s a critic: ratings and rankings.

10 Blogs, bosses and brands: reputation management.


11 The anatomy of power: getting things done.

12 Davids and Goliaths: the revenge of the amateur.

13 Markets 2.0: why MyMusic calls the tune.

14 Enterprise 2.0: wiki while you work.

15 Democracy 2.0: friends in low places.





"...looks at the power and impact social networking sites are having in our personal and professional lives." (The Daily Telegraph, November 11th 2008)