TNN ch. 4

      Chapter 4 of the texts discusses the use of social expectations within an organization. Not to be confused with a social network, this "social-ness" as described in the book refers to the way in which companies expect workers to conduct socially. The example used by the text analyzes the group The American Red Cross Association and the way in which they interact with customers/ clients. This chapter also discusses the importance of innovating in this field. An example is used of someone who is not used to the general online procedure. As a result the company is looked upon negatively. Going along with this the book continues to discuss some of the proper online etiquette. This includes the use of blogging, the use of a social network, or even just general online postings, it is important to consider what you would want people to think about the organization you are representing online. Even the style in which you write can give viewers a particular feeling about the group you represent. As in the previous chapter, chapter 4 stresses the importance of being innovative in the competitive marketplace. This is important for nonprofits as well as viewers now respond to different information than they had years ago.