The Facebook era : tapping online social networks to build better products, reach new audiences, and sell more stuff /

• Shih, Clara Chung-wai.

• Business enterprises -- Computer networks
• Online social networks.

• Prentice Hall,

• 0137152221 (hbk.) :
• 9780137152223 (hbk.) :

• £15.99

• Includes index.
• Foreword by Marc Benioff, CEO, Salesforce.com ix Acknowledgments xii About the Author xiv Introduction 1 Why You're Reading This Book 2 Welcome to the Facebook Era 3 How to Use This Book 5 Part I: A Brief History of Social Media 1 The Fourth Revolution 11 Mainframe Computing 12 The PC 14 The World Wide Web 15 The Online Social Graph 17 Empowering the End User 22 2 The Evolution of Digital Media 25 Storage and Creation 26 Media Distribution 26 The Future: Social Filtering 29 Why Facebook Is Different 34 Social Network Ecosystems 36 What the Social Graph Means for Digital Media 42 3 Social Capital from Networking Online 43 Establishing a New Category of Relationships 44 Online Interactions Supplement Offline Networking 50 Flattening Effect 52 Creating New Value from Network Effects 52 Blurring the Lines 57 Part II: Transforming the Way We Do Business 4 Social Sales 61 Transforming the Sales Cycle 62 The Need for Multiple Network Structures 79 CRM--The First Social Network? 80 5 Social Network Marketing 81 Hypertargeting 82 Loyalty and Engagement 89 Social Distribution 96 Challenges and Limitations 103 6 Social Innovation 107 Concept Generation 108 Prototyping 115 Commercial Implementation 117 Continual Iteration 120 7 Social Recruiting 123 The Best Social Networks for Recruiting 124 Sourcing Candidates 126 Candidate References 134 Employer and Recruiter Reputation 135 Keeping in Touch 137 Advice for Candidates 141 Employee Poaching 141 Part III: Your Step-By-Step Guide to Using Facebook for Business 8 Engage Your Customers 145 Start with Strategy and Objectives 146 Find Your Unsanctioned Communities 148 Define and Establish Your Presence 155 9 Get Your Message Across 163 Hypersegment Your Audience 164 Choose Your Media Strategy 167 10 Build and Manage Your Relationships 181 Setting Up Your Facebook Account 181 Interacting on Facebook 187 Asking for and Providing Introductions 193 11 Corporate Governance and Strategy 195 Choosing the Right Network Model 196 Identify Key Risk Areas 198 Partner with Legal, IT, and PR 200 12 The Future of Social Business 203 The Innovator's Dilemma 204 The ROI of Social 205 Social Trends 205 What the Future Means for Doing Business 206 Final Remarks 211 A Snapshot of Top Social Networking Sites, March 2009 213 Index 223

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