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Facebook Era, The: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff
- By Clara Shih
- Published Mar 12, 2009 by Prentice Hall.
- Copyright 2009
- Dimensions: 6 X 9
- Pages: 256
- Edition: 1st
- Book
- ISBN-10: 0-13-715222-1
- ISBN-13: 978-0-13-715222-3
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“People in all demographics and regions of the world are more connected than ever before to the products, issues, places, and individuals in their lives. This book recognizes that we’ve come to a place where people can represent their real identity--both personal and professional--and use the social filters on the Web to connect with the world around them.”
--Sheryl Sandberg, Chief Operating Officer, Facebook
“...A must-read for CEOs and other executives who want to understand Facebook and more importantly take the right actions to stay relevant and stay competitive.”
--David Mather, President, Hoovers, Inc.
The ‘90s were about the World Wide Web of information and the power of linking web pages. Today it’s about the World Wide Web of people and the power of the social graph. Online social networks are fundamentally changing the way we live, work, and interact. They offer businesses immense opportunities to transform customer relationships for profit: opportunities that touch virtually every business function, from sales and marketing to recruiting, collaboration to executive decision-making, product development to innovation. In The Facebook Era, Clara Shih systematically outlines the business promise of social networking and shows how to transform that promise into reality.
Shih is singularly qualified to write this book: One of the world’s top business social networking thought leaders and practitioners, she created the first business application on Facebook and leads salesforce.com’s partnership with Facebook. Through case studies, examples, and a practical how-to guide, Shih helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing. Shih systematically identifies your best opportunities to use social networks to source new business opportunities, target marketing messages, find the best employees, and engage customers as true partners throughout the innovation cycle. Finally, she presents a detailed action plan for positioning your company to win in today’s radically new era: The Facebook Era.
Join the conversation--www.thefacebookera.com.
Fan the book--www.facebook.com/thefacebookera.
Right this minute, more than 1.5 million people are on Facebook. They’re interacting with friends--and talking about your brands. They’re learning about your business--and providing valuable information you can use to market and sell. In the Facebook Era, you’re closer to your customers than ever before. Read this book, and then go get them!
Clara Shih offers best practices for overcoming obstacles to success, ranging from privacy and security issues to brand misrepresentation, and previews social networking trends that are just beginning to emerge--helping you get ahead of the curve and ahead of the competition, too.
- Includes a practical 60-day action plan for positioning your company to win in the Facebook Era
- For companies of all sizes, in all industries--and business functions ranging from marketing to operations
- By Clara Shih, creator of Faceconnector, the first business application on Facebook
Learn how to…
- Understand how social networking transforms our personal and professional relationships
Why social networking will have business impact comparable to the Internet - Use online social networks to hypertarget your customers
Hone in on precise audience segments and then tailor custom campaigns with powerful personal and social relevance - Define and implement your optimal social networking brand strategy
Ask the right questions, set the right goals and priorities, and execute on it - Implement effective governance and compliance
Understand and mitigate the risks of social networking/Web 2.0 initiatives
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30 of 34 people found the following review helpful:
Great book, Most practical., By Praveen (Chicago) - See all my reviews
This review is from: The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff (Paperback)
There are several books and websites which teach you how to develop applications for facebook but there aren't any resources which explain how facebook applications can be used to generate revenue. This book explains in detail how revenue can be generated by using facebook to enhance your business opportunities. The author's personal experience in creating the first business application on facebook gives this book a huge amount of credibility.
The best thing about this book for me is the author's enthusiasm. Her belief that we are on the verge of another tech revolution is inspiring and exciting and that to me makes this book all the more worth it.
18 of 22 people found the following review helpful:
Great information ..., By
This review is from: The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff (Paperback)
For those trying to figure out how to use Facebook as a tool to enhance business opportunities and ecommerce, this book has a lot of the answers. Really like the case studies of how actual businesses are using social networking in real life. Of course the SalesForce - Facebook app is a huge advantage for Salesforce customers ... and its free! I also found the history and in depth analysis of why Facebook is so popular for the first time explains the phenomenon in simple and understandable terms. If she is even half right in her belief that we are on the verge of another breakthrough which will be as big as was the creation of the internet, this book will have prepared you and will be worth it.
11 of 13 people found the following review helpful:
Facebook for Dummy?, By
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This review is from: The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff (Paperback)
I bought the book and hope that the book can give me advance insights of what we can do in Facebook or social media in general. But I am a little bit disappointed to find 2/3 of the book is about social media history and the role of social media. The last 1/3 covers practical actionable ideas.
The book is very easy to read and understand, especially for people who have no experience participating in social networking sites. In fact I think this qualify as the Dummy book series. The most interesting thing in the book is the idea of Facebook as CRM (Customer Relationship Management). Well.. I think it could be, but probably not now. Although social media sites are increasing in their popularity, not many people use social media sites as frequently as they use.. cellphone or e-mail. However, it is still a very interesting insight because if a company can build strong presence in social media sites right now, they might reap tremendous advantage... Read more |
Online Sample Chapter
Social Capital from Networking Online
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Table of Contents
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
Errata
Book
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