Publications
Publications
- April 16, 2021
- Harvard Business Review Digital Articles
A Playbook for Negotiators in the Social Media Era
By: James K. Sebenius, Ben Cook, David Lax, Ron S. Fortgang, Isaac Silberberg and Paul Levy
Abstract
The disruptive effects of social media have been felt in virtually every corner of the world. Yet the information revolution has been largely ignored in the field of negotiation. Through a series of case studies we explore how savvy practitioners can ethically harness social media to their advantage, or else find themselves outmaneuvered by more digitally active counterparts. Applying the lens of the “3D negotiation” approach to moves both “at the table” and “away from the table”, we show how social media can help negotiators learn a great deal about their counterparts and other potentially influential parties, directly and indirectly exert influence, as well as mobilize supporters and neutralize opponents. In addition, going through a “red teaming exercise” can reveal unexpected weaknesses and vulnerabilities to shore up before and during important negotiations.
Keywords
Negotiation Analysis; Bargaining; Social Media; Negotiation; Analysis; Negotiation Tactics; North America
Citation
Sebenius, James K., Ben Cook, David Lax, Ron S. Fortgang, Isaac Silberberg, and Paul Levy. "A Playbook for Negotiators in the Social Media Era." Harvard Business Review Digital Articles (April 16, 2021).