Book review: the conversational firm: rethinking bureaucracy in the age of social media by Catherine J. Turco

In The Conversational Firm: Rethinking Bureaucracy in the Age of Social Media, Catherine J. Turco offers a ethnographic study of a fast-growing social media marketing company, anonymised as ‘TechCo’, that has sought to foster a different corporate culture through its use of social media to facilitate dialogue between employees across the hierarchy. The book offers an empathetic and nuanced understanding of the benefits and challenges of ‘the conversational firm’ that underscores the value of being seen to have a voice, whether in the workplace or the wider world, writes Michael Warren.