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

Michelle Manafy , Heidi Gautschi

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Book Description

May 1 2011
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

  • Hardcover: 320 pages
  • Publisher: Information Today, Inc.; 1st New edition edition (May 1 2011)
  • Language: English
  • ISBN-10: 0910965870
  • ISBN-13: 978-0910965873
  • Product Dimensions: 21.6 x 14.8 x 3 cm
  • Shipping Weight: 567 g
  • Amazon Bestsellers Rank: #849,400 in Books (See Top 100 in Books)

Product Description

About 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

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Amazon.com: 5.0 out of 5 stars  8 reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars Great insights! May 26 2011
By longhorn fan 2001 - Published on Amazon.com
Excellent book that tackles a lot of the issues for keeping digital natives entertained and productive. Especially relevant to those trying to work with younger generations or to market to them.
3 of 3 people found the following review helpful
5.0 out of 5 stars It doesn't have to be a world of miscommunication May 26 2011
By David M. Scott - Published on Amazon.com
"Stop listening to music and playing on Facebook. Do your homework."
(I am doing my homework. But I work better when I multi-task.)

"Did you email your friend to see if they want a ride?"
(No. But I texted her.)

"Twitter is not allowed on work computers."
(Okay. Then I'll just have to go into the restroom with my iPad so I can tweet with my business followers.)

Every day, miscommunication happens between "Digital Natives" (those born since the availability of today's technologies and therefore have native fluency in computers, mobile phones, and social networks) and "Digital Immigrants" (who have had to adapt and learn).

The culture clash can be remarkable.

In my many meetings with people in the working world, I see the culture clash first hand. The executives think from their immigrant perspective and clamp down on social networks at work. They take days or weeks to respond. They just seem out of touch.

Meanwhile, the digital natives who are entering the workforce are bewildered by the old ways of communication. They don't answer emails. They are exceedingly casual in their communications. They just seem unprofessional.

But it doesn't have to be a world of miscommunication.

I'm convinced that corporate executives and HR people must learn how Digital Natives operate. And I also think that Digital Natives need to learn how to operate in a corporate world.

Dancing with Digital is a great place to start. The book includes sections on Digital Natives at work, selling to Digital Natives, plus entertaining them and educating them.

Now when I run into fear of social media among executives, I suggest they need to read Dancing with Digital Natives. And I also suggest to university students that they should read the book so they know what to expect in the working world.
2 of 2 people found the following review helpful
5.0 out of 5 stars Quantifies what you think you know about Digital Natives May 30 2011
By daviskho - Published on Amazon.com
I'm a Gen X'er married to a Baby Boomer and we are parents to two Digital Natives, so I felt like I had a pretty good handle on the differing perceptions and usages of technology for the generations that comprise today's workforce. But in reading this book I found myself nodding over and over, saying, "Oh! That makes sense!" as Michelle and Heidi and their cast of stellar contributors explain the hows, whats, and whys of Digital Natives, their work habits, and expectations. The book does a nice job meshing theory and practical examples, and leaves the reader with a much clearer understanding of how to work effectively with Digital Natives. (Hint: don't mistake their mid-day "information snacking" as lazy; think of it as your walk to the office coffee pot, both effective ways to clear your head and come back to the desk ready for more.)

Dancing with Digital Natives is a must-read for managers who need to know how to attract and retain the brightest stars of the younger generation.
1 of 1 people found the following review helpful
5.0 out of 5 stars We all know digital natives July 14 2011
By mmkurth - Published on Amazon.com
Dancing with Digital Natives really hits the nail on the head. As a career librarian, I have watched several generations of both faculty/administration and students learn to grapple with information and technology over the years, and nowhere is the need for 21st century digital literacy more apparent than in one's ability to find, evaluate, analyze, and synthesize information.

Particularly useful chapters are Reid's "The Dis-Organization of Invention" since the author speaks to much about how DNs use information, share it, contribute knowledge freely, and so on. I also liked Chapter 9 on social media, using these myself as an Xer, and of course, the entire section on educating the DN is a must-read for anyone who has school-age kids, knows them, or works with them.

Because we live in a digital age, we need to be digital citizens--and digital natives.
1 of 1 people found the following review helpful
5.0 out of 5 stars Kaleidoscope of Perspectives June 16 2011
By Hdneg - Published on Amazon.com
Dancing With Digital Natives takes us into the world of a generation of people, generally considered the millennial generation, who grew up immersed in digital technology. Like trying to explain any world, there is a lot to cover, and the book's editors Michelle Manafy and Heidi Gautschi tap into a creative style of presenting the ideas that draws the reader into a myriad of overlapping ideas and perspectives. With analysis from over twenty industry and academic experts, the book's many authors (which include the editors) move through various overarching subjects - working, marketing, selling, entertaining and educating - both describing the qualities of a digital native and reflecting on what we can both learn from and teach to this generation. The collaborative form of the book also reflects a recurring theme, which is that digital natives are collaborative and like to share information. Form following function continues with the flow of ideas being presented much like one would envision the way digital natives encounter information, a non-linear rotating swirl of information that must be processed and analyzed.

With this kaleidoscope of perspectives coming together, little jewels rise to the surface: office pods, coworking, virtual goods, bursty work, laptop lounges, community wine, social currency, cut-and-paste syndrome, a vinyl resurgence in France, reputation-based culture, sparking interest to explore further. Each chapter ends with a suggested reading list to encourage further exploration of the topics.

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