Facebook Era : Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff

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ISBN: 9780137152223 | 0137152221
Cover: Paperback
Copyright: 1/1/2011

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Through case studies, examples, and a practical how-to guide, Shih, one of the world's top business social networking thought leaders and practitioners, helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing.

Foreword	p. ix
Acknowledgments	p. xii
About the Author	p. xiv
Introduction	p. 1
Why You're Reading This Book	p. 2
Welcome to the Facebook Era	p. 3
How to Use This Book	p. 5
A Brief History of Social Media
The Fourth Revolution	p. 11
Mainframe Computing	p. 12
The PC	p. 14
The World Wide Web	p. 15
The Online Social Graph	p. 17
Empowering the End User	p. 22
The Evolution of Digital Media	p. 25
Storage and Creation	p. 26
Media Distribution	p. 26
The Future: Social Filtering	p. 29
Why Facebook Is Different	p. 34
Social Network Ecosystems	p. 36
What the Social Graph Means for Digital Media	p. 42
Social Capital from Networking Online	p. 43
Establishing a New Category of Relationships	p. 44
Online Interactions Supplement Offline Networking	p. 50
Flattening Effect	p. 52
Creating New Value from Network Effects	p. 52
Blurring the Lines	p. 57
Transforming the Way We Do Business
Social Sales	p. 61
Transforming the Sales Cycle	p. 62
The Need for Multiple Network Structures	p. 79
CRM-The First Social Network?	p. 80
Social Network Marketing	p. 81
Hypertargeting	p. 82
Loyalty and Engagement	p. 89
Social Distribution	p. 96
Challenges and Limitations	p. 103
Social Innovation	p. 107
Concept Generation	p. 108
Prototyping	p. 115
Commercial Implementation	p. 117
Continual Iteration	p. 120
Social Recruiting	p. 123
The Best Social Networks for Recruiting	p. 124
Sourcing Candidates	p. 126
Candidate References	p. 134
Employer and Recruiter Reputation	p. 135
Keeping in Touch	p. 137
Advice for Candidates	p. 141
Employee Poaching	p. 141
Your Step-By-Step Guide to Using Facebook for Business
Engage Your Customers	p. 145
Start with Strategy and Objectives	p. 146
Find Your Unsanctioned Communities	p. 148
Define and Establish Your Presence	p. 155
Get Your Message Across	p. 163
Hypersegment Your Audience	p. 164
Choose Your Media Strategy	p. 167
Build and Manage Your Relationships	p. 181
Setting Up Your Facebook Account	p. 181
Interacting on Facebook	p. 187
Asking for and Providing Introductions	p. 193
Corporate Governance and Strategy	p. 195
Choosing the Right Network Model	p. 196
Identify Key Risk Areas	p. 198
Partner with Legal, IT, and PR	p. 200
The Future of Social Business	p. 203
The Innovator's Dilemma	p. 204
The ROI of Social	p. 205
Social Trends	p. 205
What the Future Means for Doing Business	p. 206
Final Remarks	p. 211
Snapshot of Top Social Networking Sites, March 2009	p. 213
Index	p. 223
Table of Contents provided by Ingram. All Rights Reserved.

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Facebook Era : Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff

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Table of Contents

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