Table of Contents

Acknowledgments

Introduction — Michelle Manafy and Heidi Gautschi

PART ONE: THE DIGITAL NATIVE GOES TO WORK

Chapter 1: When Facebook Comes to Work: Understanding the Work Practice of the Digital Native — Brynn Evans

Chapter 2: Thinking Outside the Cubicle: Examining the Changing Shape of Today's Workspace — Susan Evans

Chapter 3: The Dis-Organization of Invention — Carolina M. Reid

Chapter 4: Native in Blue: Understanding the Challenges and Opportunities in Managing Today's Police Officers — Christa M. Miller and Lt. David Hubbard

Chapter 5: I'm With the Brand: How Generation Y Will Transform Hiring Through Personal Branding — Dan Schawbel

PART TWO: MARKETING AND SELLING TO THE DIGITAL NATIVE

Chapter 6: With, Not To: The Value of Social CRM — Marshall Lager

Chapter 7: Inspired Interaction: Youth Marketing on Mobile — Peggy Anne Salz

Chapter 8: Adapting Old-Fashioned Marketing Values to the Needs of the Digital Native — Michael P. Russell

Chapter 9: The Social Media Imperative: Learning to Engage Digital Natives Where They Live — Shashi Bellamkonda

Chapter 10: Social Capitalism and the Reputation Economy — Michelle Manafy

PART THREE: ENTERTAINING THE DIGITAL NATIVE

Chapter 11: The Digital Natives Are the Entertainment! — Richard Hull

Chapter 12: Ethics, Technology, and the Net Generation: Rethinking IP Law — Albert M. Erisman

Chapter 13: The Old News and the Good News: Engaging Emerging Readers Through Social Interaction — Michelle Manafy

Chapter 14: T'écoutes quoi ti? Digital Natives as MusicConsumers in Lille, France — Heidi Gautschi and Emilie Moreau

PART FOUR: EDUCATING THE DIGITAL NATIVE

Chapter 15: Making the Grade: Standards and Promoting Achievement Through Technology — Sarah Bryans Bongey

Chapter 16: Quest to Learn: A Public School for Today's Digital Kids — Robert J. Torres, Rebecca Rufo-Tepper, and Arana Shapiro

Chapter 17: Teaching Digital Literacy Digitally: A Collaborative Approach — Jami L. Carlacio and Lance Heidig

Chapter 18: French Lessons: How France Is Educating Its Digital Natives — Heidi Gautschi

Chapter 19: Native Knowledge: Knowing What They Know—and Learning How to Teach Them the Rest — Mary Ann Bell

About the Editors

Index

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