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Capitalize on the sustained power of social networks to drive your product, services, ideas, and brands.
Social networks are no fad. They’re a permanent reality: one that offers immense opportunities to smart, innovative businesses. Now, top social networking consultant Juliette Powell reveals how dozens of innovators are driving real ROI through social networks—and how you can, too.
Powell’s wide-ranging research, including coverage on Barack Obama's successful online strategy in his bid for the presidency, focuses on technology, media and gaming companies, leaders in fashion, beauty, publishing, finance, retail, event planning, and beyond. These powerful narratives illuminate the reality of doing business on today’s social networks as never before. Through them, Powell introduces new best practices, shows how to avoid crucial pitfalls, and helps you prepare for the newest trends in online social networking.
Drawing on the latest research, Powell connects the dots, uncovering the human dynamics and patterns that consistently underlie successful social networking initiatives. Along the way, she offers practical tools and advice for optimizing every stage of your own social networking initiative—from planning through measurement, and beyond.
Chapter 1 The Power of Social Networks 2
Chapter 2 Getting On and Getting Started 16
Chapter 3 Making Social Networks Work for You 30
Chapter 4 The Strength of the Microcelebrity 42
Chapter 5 The Need for Authenticity 52
Chapter 6 The Feedback Loop 62
Chapter 7 Social Capital →Cultural Capital→Financial Capital 74
Chapter 8 Virality and Communities: Opportunities in Distribution 86
Chapter 9 Crowdsourcing and Cocreating: Opportunities in Production 100
Chapter 10 Opening the Channels, Inside and Out: Opportunities in Communication 112
Chapter 11 Success Is Where You Find It 122