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All EdgeInside the New Workplace Networks$
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Clay Spinuzzi

Print publication date: 2015

Print ISBN-13: 9780226236964

Published to Chicago Scholarship Online: May 2017

DOI: 10.7208/chicago/9780226237015.001.0001

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Lone Wolves: The Case of Search Engine Optimization

Lone Wolves: The Case of Search Engine Optimization

Chapter:
(p.112) 7 Lone Wolves: The Case of Search Engine Optimization
Source:
All Edge
Author(s):

Clay Spinuzzi

Publisher:
University of Chicago Press
DOI:10.7208/chicago/9780226237015.003.0007

Up to this point, the book has discussed all-edge adhocracies as they form among relatively independent workers. But adhocracies can form wherever work is organized within networks and around projects—including hierarchies with organizational charts and payrolls. Although bureaucratic hierarchies and adhocracies are very different forms of organization, optimized for very different outcomes, they aren’t necessarily antithetical: networks can overlay and interact with hierarchies. When they do, we see some fascinating dynamics that deepen our understanding of work in the early 21st century. These dynamics are illustrated in this case study of an internet marketing company, particularly in terms of how different forms of work supported each other.

Keywords:   search engine optimization, customization, team cohesion, networks, contingencies, audience analysis, trust-building

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