For Technology Marketing Professionals

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	October 20, 2009 From Tech Product Management To Social Product Management Social Media Compel Qualitative Changes In Tech Product Management by Tom Grant, Ph.D. with Peter Burris, Madiha Ashour

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Executive Summary

As tools change, so does the work that people do. In many technology companies, the traditional role of product manager and product marketer may not sufficiently accommodate the full implications of social media tools in product decision-making. Even marginally exploited, social media sources dramatically increase available information flow and quality, which engenders profound changes in the daily work of product management and marketing teams. To catalyze the shift to social product management, technology companies need to rethink and reset product manager and product marketer priorities, activities, and deliverable (requirements, road maps, training, etc.) cycles.

TABLE OF CONTENTS

• Social Media Redefine Tech Product Management
• The New Job Description
• The New Work Process
• The New Work Product
• Map The Shortest Path To Social Product Management

RECOMMENDATIONS

• Social Product Management Should Start With The Right Product
• Supplemental Material
• Related Research Documents

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