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Facebook Era, The: Tapping Online Social Networks to Market, Sell, and Innovate, 2nd Edition
- By Clara Shih
- Published Jul 21, 2010 by Addison-Wesley Professional.
Book
- Sorry, this book is no longer in print.
Description
- Copyright 2011
- Edition: 2nd
- Book
- ISBN-10: 0-13-708512-5
- ISBN-13: 978-0-13-708512-5
“Clara’s book is a fun read and can be useful to anyone who wants to learn more about this powerful new era we’re in of social business.”
–Tony Hsieh, CEO, Zappos
NEW Best Practices and Techniques for Growing Your Business with Facebook, Twitter, and LinkedIn! Completely Updated!
• Five new chapters: planning/metrics, customer service, and much more
• New and revamped case studies
• New guest contributions from world-class experts, such as Charlene Li
• New, instantly actionable “To Do” lists after every chapter
• New Facebook discussion threads and much more!
Whatever your business or organizational goals, this book will help you use social networking to achieve them. Renowned social networking innovator Clara Shih brings together powerful new insights, best practices, and easy-to-use “To Do” lists packed with proven solutions from real-world case studies.
Writing for entrepreneurs and business professionals across marketing, sales, service, product development, and recruiting, Shih demonstrates how to move from tactical, reactive use of social networks toward strategic, proactive approaches–and how to accurately measure success.
This edition adds extensive new coverage, including hands-on techniques for hypertargeting, engaging customers through Twitter and LinkedIn, leveraging changing social norms, and much more. You’ll also find more than three dozen guest contributions from world-class experts such as author Don Tapscott and Harvard Business School professor Mikolaj Piskorski, as well as a brand-new chapter on customer service and support, today’s fastest-growing area of business social networking.
Shih has even added new chapters focused on advice for small businesses, healthcare and education organizations, nonprofits, and political campaigns–making this the one indispensable social networking guide for every organization!
Sample Content
Online Sample Chapter
Sample Pages
Download the sample pages (includes Chapter 2 and Index)
Table of Contents
Foreword xi
Acknowledgments xiii
About the Author xvi
Introduction 1
Part I Why Social Networking Matters for Business
1 The Fourth Revolution 11
Today’s Social Customer 14
Facebook Versus Twitter and LinkedIn 17
Why Facebook Won 20
Google Buzz 21
Private Social Networks 22
Social Network Platforms 23
A Promising New Era 29
2 The New Social Norms 31
Identity, Sharing, and Influence on the Social Web 31
The Importance of Being Customer-Centric 40
Transitive Trust 42
3 How Relationships and Social Capital Are Changing 45
What Is Social Capital? 46
New Modes of Communication on the Social Web 48
The Power of Weak Ties 50
Supplementing Offline Networking with Online Interactions 56
The Flattening Effect 58
Creating New Value from Network Effects 58
Part II Social Networking Across Your Organization
4 Sales in the Facebook Era 67
Transforming the Sales Cycle 69
Social CRM 85
5 Customer Service in the Facebook Era 91
Thinking Holistically About the Customer Experience 92
Five Steps to Successful Social Customer Service 95
Calculating Your Cost Savings 105
6 Marketing in the Facebook Era 109
The New Rules of Marketing 110
Hypertargeting 111
Social Distribution and Word-of-Mouth 118
Engagement Is King 126
Challenges and Limitations 131
7 Innovation and Collaboration in the Facebook Era 135
Concept Generation 136
Prototyping 145
Commercial Implementation 148
Continual Iteration 153
8 Recruiting in the Facebook Era 159
Which Social Network Is Best for Recruiting? 160
Sourcing and Screening Candidates 164
Candidate References 171
Employer and Recruiter Reputation 173
Keeping in Touch 174
Advice for Candidates 177
Be Aware of Employee Poaching 178
Part III Step-by-Step Guide to Social Networking for Business
9 How To: Develop Your Facebook Era Plan and Metrics 183
Listening First 183
Establishing the Business Objectives 184
Defining Your Metrics 187
Mobilizing the Team 190
Framing Your Strategy in Terms of the Customer 192
Getting Started on Facebook and Twitter 192
10 How To: Build and Manage Relationships on the Social Web 197
Personal Versus Professional Identity 197
Interacting on Facebook and Twitter 202
Networking on the Social Web 208
Connecting with New People 210
11 How To: Engage Customers with Facebook Pages and Twitter 215
Overview of Twitter and Facebook Pages 217
Setting Up Your Facebook Page 222
Getting (and Keeping) Fans 228
Advanced Best Practices 235
The Best of Twitter and Facebook Pages 244
12 How To: Advertise and Promote on the Social Web 251
Building Your LinkedIn DirectAds Campaign 252
Creating Your Facebook Ad Campaign 258
Which Attributes Should You Hypertarget On? 266
Selecting Your Ad Creative and Call to Action 267
Tying Back to Your Goals 268
Engagement Ads 270
Twitter’s Promoted Tweets 275
Part IV Social Networking Strategy
13 Advice for Small Business 279
1. Start Small 279
2. Consider Using Your Personal Profile Instead of a Facebook Page 281
3.Take Advantage of Location Targeting and Geolocation 282
4. Build Community 283
5. Build Your Sphere of Influence 284
6. Consider Ditching Your Web Site 285
7. Have a Personality 288
8. Do Some Networking 288
9. Be Smart About Your Time 289
10. Get Help 290
14 Advice for Nonprofits,Healthcare, Education, and Political Campaigns 293
Nonprofits 293
Healthcare 299
Education 302
Political Campaigns 306
15 Corporate Governance, Strategy, and Implementation 313
Social Media Culture 313
Social Media Policy and Processes 318
Social Systems and Technologies 327
16 The Future of Social Business 333
Social, Personalized, and Real Time 334
The ROI of the Social Web 335
Trends in the Social Web 335
Final Remarks 337
Index 339