The Facebook Era. Tapping Online Social Networks to Build Better Products, Reach New audiences, and Sell More Stuff.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9780137152223
- 658.054678
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Enhanced descriptions from Syndetics:
This text explores the phenomenon of enterprise social networking and the steps everyone from the CEO down to the entry-level information worker must take to win in the Facebook era.
Table of contents provided by Syndetics
- 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)
- Part 1 A Brief History of Social Media
- 1 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)
- 2 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)
- 3 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)
- Part II Transforming the Way We Do Business
- 4 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)
- 5 Social Network Marketing (p. 81)
- Hypertargeting (p. 82)
- Loyalty and Engagement (p. 89)
- Social Distribution (p. 96)
- Challenges and Limitations (p. 103)
- 6 Social Innovation (p. 107)
- Concept Generation (p. 108)
- Prototyping (p. 115)
- Commercial Implementation (p. 117)
- Continual Iteration (p. 120)
- 7 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)
- Part III Your Step-By-Step Guide to Using Facebook for Business
- 8 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)
- 9 Get Your Message Across (p. 163)
- Hypersegment Your Audience (p. 164)
- Choose Your Media Strategy (p. 167)
- 10 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)
- 11 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)
- 12 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)
- A Snapshot of Top Social Networking Sites, March 2009 (p. 213)
- Index (p. 223)
Excerpt provided by Syndetics
Author notes provided by Syndetics
Clara Shih is the creator of Faceconnector (formerly Faceforce), the first business application on Facebook. In addition, Clara is the product line director of AppExchange, salesforce.com's online marketplace for business Software-as-a-service applications built by third-party developers and ISVs. (Editor's note: Upon completing this book, Clara has created a new role and team at salesforce.com focused on enterprise social networking alliances and product strategy.) Previously, Clara worked in strategy and business operations at Google, and before that as a software developer at Microsoft. She is the founder and serves on the board of directors of Camp Amelia Technology Literacy Group, an East Palo Alto, California-based 501(c)(3) nonprofit that develops and distributes technology education software and curriculum. Clara holds B.S. and M.S. degrees in economics and computer science from Stanford, and has a master's degree in Internet studies from Oxford, where she studied as a United States Marshall Scholar. Clara is a frequently invited speaker at social media conferences around the world, including Web 2.0 Expo, Enterprise 2.0, Netgain, Social Ad Summit, and the Social Networking Conference.
Clara's first book, Using New Media , was commissioned by UNESCO to help teachers, parents, and school administrators in developing countries use digital media to adopt best practices and distribute high-quality content and curriculum. Clara is an immigrant to the United States from Hong Kong and learned English as a second language.