“Humanize”: this word is scattered throughout the digital landscape. So, quite appropriately, I selected “Humanize: How People-Centric Organizations Succeed in a Social World” by Jamie Notter and Maddie Grant as the subject of my mid-term book review. Notter and Grant, while having different backgrounds (he is a leadership, conflict, and diversity speaker and consultant; she is a blogger and co-founder and Chief Social Media Strategist at SocialFish), both have experience with association management, the practice of governing and leading a membership comprised of dues-paying members. This was my primary reason for my interest in “Humanize,” as nearly all of my volunteer commitments are with dues-paying and volunteer-based organizations. That, plus the word itself has an aspirational quality for any future community or social media management professional.
“Humanize” provides a detailed explanation of the key characteristics of a human organization along with actionable steps to how the reader can move his or her for- or non-profit organization toward effective practice of those attributes. The chapters in “Humanize” are aggregated into sections.
- The beginning of the book (chapters one through four) provides a 30,000 foot look at the social media revolution. This section goes on to discuss the natural tension between the forward progress of social media and lack of change within many organizations, while also identifying three critical factors in that tension: organizational culture, internal process, and individual behavior.
- The “meat” of the book (chapters five through nine) sees Notter and Grant identify four key elements of being human: open, trustworthy, generative, and courageous. They purposefully select a trellis as a basis for representing an organization’s culture, its process, and its behavior, stating that these elements together “support the cultivation of more powerful organizations – ones that will thrive in a social world.”
Each of these four elements is addressed one-by-one. Challenges of and opportunities for introducing each into an organization are discussed, and each chapter concludes with a worksheet designed to assess an organization’s current position and identify future work in building a particular characteristic. (The worksheets, shown at right, can be downloaded at the Humanize website.) Each chapter ends with a closing designed to prompt action: “Ultimately, the changes we advise in this book are necessary, they are possible, and they start with you. Don’t wait for permission or the perfect timing. Are you ready? Go.”
Gardening in Your Community
I would not hesitate to recommend “Humanize” to any aspiring or practicing community or social media manager. Notter and Grant strike a good balance between heft and levity. “Humanize” is weighty yet readable; their writing style is clear and the text is infused with a sense of humor and wit.
Just as #CmgrChat member @doctorcrowe indicated in his review in the @TheCMGR Reading List, Humanize is not a book about how to implement a community management or social media program. Rather, Humanize is a book that breaks down important organizational factors that, when correctly aligned, will facilitate the successful implementation of such a program. For example, in chapter six, “How To Be Open,” Notter and Grant emphasize the need to understand an organization’s culture on all levels – its walk, its talk, and its thought – before beginning to transform it from a hierarchical centralized culture to an inclusive decentralized one.
As Notter and Grant say on page 114 as they prepare to kick off chapter 6, “Whatever you do, do something.”
I’m going; will you?