Dancing with Digital Natives: Staying in Step with the Generation That's Transforming the Way Business Is Done

Overview

Generational differences have always influenced how business is done, but in the case of digital natives, those immersed in digital technology from birth, professionals are witnessing a tectonic shift. As an always-connected, socially networked generation increasingly dominates business and society, organizations can ignore the implications only at the risk of irrelevance. In this fascinating study, a stellar assemblage of experts from business and academia provides vital insights into the characteristics of this...

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Dancing with Digital Natives: Staying in Step with the Generation That's Transforming the Way Business Is Done

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Overview

Generational differences have always influenced how business is done, but in the case of digital natives, those immersed in digital technology from birth, professionals are witnessing a tectonic shift. As an always-connected, socially networked generation increasingly dominates business and society, organizations can ignore the implications only at the risk of irrelevance. In this fascinating study, a stellar assemblage of experts from business and academia provides vital insights into the characteristics of this transformative generation. Offering an in-depth look at how digital natives work, shop, play, and learn, this resource offers practical advice geared to help managers, marketers, coworkers, and educators maximize their interactions and create environments where everyone wins.

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Product Details

  • ISBN-13: 9780910965873
  • Publisher: Information Today, Inc.
  • Publication date: 5/1/2011
  • Pages: 320
  • Product dimensions: 5.90 (w) x 8.40 (h) x 1.20 (d)

Meet the Author

Michelle Manafy is the director of content for FreePint, Ltd., a publisher of sites and resources for the business information industry. She is also the chair of the Buying & Selling eContent conference. Heidi Gautschi is the cofounder of L'ACTE International Research Group, where she analyzes the relationship between society and communication technology.

Contributors to this book include the editors, as well as Mary Ann Bell, Shashi Bellamkonda, Sarah Bryans Bongey, Jami L. Carlacio, Albert M. Erisman, Brynn Evans, Susan Evans, Lance Heidig, David Hubbard, Richard Hull, Marshall Lager, Christa M. Miller, Emilie Moreau, Carolina M. Reid, Michael Russell, Peggy Anne Salz, Arana Shapiro, Dan Schawbel, Rebecca Rufo-Tepper, and Robert J. Torres

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Table of Contents

Acknowledgments ix

Introduction Michelle Manafy Heidi Gautschi xi

Part 1 The Digital Native Goes to Work

Chapter 1 When Facebook Comes to Work: Understanding the Work Practice of the Digital Native Brynn Evans 3

Chapter 2 Thinking Outside the Cubicle: Examining the Changing Shape of Today's Workspace Susan Evans 19

Chapter 3 The Dis-Organization of Invention Carolina M. Reid 39

Chapter 4 Native in Blue: Understanding the Challenges and Opportunities in Managing Today's Police Officers Christa M. Miller Lt. David Hubbard 61

Chapter 5 I'm With the Brand: How Generation Y Will Transform Hiring Through Personal Branding Dan Schawbel 81

Part 2 Marketing and Selling to the Digital Native

Chapter 6 With, Not To: The Value of Social CRM Marshall Lager 97

Chapter 7 Inspired Interaction: Youth Marketing on Mobile Peggy Anne Salz 115

Chapter 8 Adapting Old-Fashioned Marketing Values to the Needs of the Digital Native Michael P. Russell 133

Chapter 9 The Social Media Imperative: Learning to Engage Digital Natives Where They Live Shashi Bellamkonda 153

Chapter 10 Social Capitalism and the Reputation Economy Michelle Manafy 173

Part 3 Entertaining the Digital Native

Chapter 11 The Digital Natives Are the Entertainment! Richard Hull 191

Chapter 12 Ethics, Technology, and the Net Generation: Rethinking IP Law Albert M. Erisman 211

Chapter 13 The Old News and the Good News: Engaging Emerging Readers Through Social Interaction Michelle Manafy 227

Chapter 14 T'├ęcoutes quoi ti? Digital Natives as Music Consumers in Lille, France Heidi Gautschi Emilie Moreau 249

Part 4 Educating the Digital Native

Chapter 15 Making the Grade: Standards and Promoting Achievement Through Technology Sarah Bryans Bongey 269

Chapter 16 Quest to Learn: A Public School for Today's Digital Kids Robert J. Torres Rebecca Rufo-Tepper Arana Shapiro 291

Chapter 17 Teaching Digital Literacy Digitally: A Collaborative Approach Jami L. Carlacio Lance Heidig 315

Chapter 18 French Lessons: How France Is Educating Its Digital Natives Heidi Gautschi 333

Chapter 19 Native Knowledge: Knowing What They Know-and Learning How to Teach Them the Rest Mary Ann Bell 351

About the Editors 373

Index 375

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