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Opting in: Lessons in Social Business from a Fortune 500 Product Manager

Opting in: Lessons in Social Business from a Fortune 500 Product Manager Cover


Synopses & Reviews

Publisher Comments:


Does social business work, or is it just the latest marketing buzzword?

"Social business isn't some hot new fad that will be over in an Internet minute." So says IBM executive Ed Brill, in his new book Opting In. Whether you are a product or brand manager, marketer, customer satisfaction expert, strategist, HR executive, IT manager, or CFO, this book will help you understand how you — and your organization — can be more successful through becoming a social business.

In Opting In, you will learn how to be successful in social business, based on the strategy and lessons learned as IBM adopted a culture of transformation and engagement. Brill candidly shares the best practices, challenges, and results of IBM's social business transformation. Opting In outlines the process of becoming a social business, through organizational commitment, cultural change, the right tools, and a strategy for engagement. Brill helps readers develop individual strategies and a roadmap for using social business tools, from time and place considerations, volume and amplification, offense and defense considerations, through building an army of advocates.

Opting In will help you learn how to use social business tools to grow your business through customer intimacy, global reach, and product lifecycle acceleration. You will improve your individual and organizational effectiveness through influence and reach. You will learn when and how to engage with customers as individuals and the marketplace through unique voice. Brill also shows how social business helped him enhance his personal brand through leadership, influence, balance, and inclusion — and how it can do the same for you.

About the Author

Ed Brill is Director, Product Management–IBM Social Business solutions.


Brill is responsible for the product and market strategy for IBM’s messaging, collaboration, communications, and productivity products, including IBM Notes/Domino, IBM SmartCloud Notes, IBM Sametime, IBM Docs, and other related social business solutions. Brill’s focus is on extending and growing the success of these solutions through customer engagement, partner ecosystem development, and harnessing the breadth and depth of the IBM organization.


In 18 years at IBM, Brill has led a variety of sales, marketing, and product-related organizations. As Director for Social Business, Brill has succeeded in elevating IBM’s expertise and reputation in brand and product management. He has constantly innovated in both marketplace strategy and product execution.


Previously, during Brill’s role as Business Unit Executive–Worldwide Sales, his suite of products posted year-to-year quarterly growth for four years and gained thousands of new customers. Earlier in his IBM career, Brill led competitive strategy and held several product management and strategic marketing roles. Brill’s technical background includes development of infrastructure deployments through project management and IT architect roles. Committed to understanding the global marketplace, Brill has visited IBM customers in more than 40 countries, and is a frequent speaker at IBM and industry events worldwide. Brill has served on the advisory boards for Web 2.0 Expo and IDG Mobile Enterprise Next.


Outside of IBM, Brill is an active Chicago community member. As a 25-year resident of Highland Park, Illinois, Brill authors “Highlands and Ravines,” a regular opinion column on community news website, and previously wrote for the Chicago Tribune’s TribLocal.


Brill holds a Bachelor of Science degree in marketing from Indiana University, with a minor in political science.


Use the following to connect with the author online:

  •   Blog:, named a Best Blog for Buyers by Network World
  •   Twitter:
  •   Facebook:
  •   LinkedIn: Opting


Table of Contents


Chapter 1 Why social business?

Chapter 2 The social product manager

Chapter 3 Self, product, or company?

Chapter 4 Offense or defense

Chapter 5 Picking a fight

Chapter 6 Activate Your Advocates

Chapter 7 Tools of the Trade

Chapter 8 In Real Life

Chapter 9 Social Inside The Organization

Chapter 10 Risk Management in Social Business

Chapter 11 Putting Opting In Into Practice


Product Details

Lessons in Social Business from a Fortune 500 Product Manager
IBM Press
Brill, Ed
E-Commerce - General
Edition Description:
Trade paper
IBM Press
Publication Date:
9 x 6 x 0.521 in 313 gr

Related Subjects

Business » General
Business » Human Resource Management
Business » Management
Business » Marketing
Business » Personal Finance
Business » Writing

Opting in: Lessons in Social Business from a Fortune 500 Product Manager
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Product details 224 pages IBM Press - English 9780133258936 Reviews:
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