The facebook era : tapping online social networks to market, sell, and innovate / Clara Shih.
Shih, Clara Chung-wai.
2011
HD30.37 .S49 2011 (Mapit)
Available at General Collection

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Title The facebook era : tapping online social networks to market, sell, and innovate / Clara Shih.
Author Shih, Clara Chung-wai.
ISBN 9780137085125 (pbk. : alk. paper)
0137085125 (pbk. : alk. paper)
Imprint Upper Saddle River, NJ : Prentice Hall, c2011.
Language English
Description xvi, 350 p. : ill. ; 23 cm.
Call Number HD30.37 .S49 2011
Dewey Decimal Classification 658.8/72
Summary From the Publisher: 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!
Note Includes index.
Record Appears in On-Campus Resources > Books
All Resources
Foreword
Acknowledgments
About the author
Introduction
Part 1: Why Social Networking Matters For Business
1: Fourth revolution
Today's social customer
Facebook versus Twitter and Linkedln
Why Facebook won
Google buzz
Private social networks
Social network platforms
Promising new era
2: New social norms
Identity, sharing, and influence on the social web
Importance of being customer-centric
Transitive trust
3: How relationships and social capital are changing
What is social capital?
New modes of communication on the social web
Power of weak ties
Supplementing offline networking with online interactions
Flattening effect
Creating new value from network effects
Part 2: Social Networking Across Your Organization
4: Sales in the Facebook era
Transforming the sales cycle
Social CRM
5: Customer service in the Facebook era
Thinking holistically about the customer experience
Five steps to successful social customer service
Calculating your cost savings
6: Marketing in the Facebook era
New rules of marketing
Hypertargeting
Social distribution and word-of-mouth
Engagement is king
Challenges and limitations
7: Innovation and collaboration in the Facebook era
Concept generation
Prototyping
Commercial implementation
Continual iteration
8: Recruiting in the Facebook era
Which social network is best for recruiting?
Sourcing and screening candidates
Candidate references
Employer and recruiter reputation
Keeping in touch
Advice for candidates
Be aware of employee poaching
Part 3: Step-by-Step Guide To Social Networking For Business
9: How to: develop your Facebook era plan and metrics
Listening first
Establishing the business objectives
Defining your metrics
Mobilizing the team
Framing your strategy in terms of the customer
Getting started on Facebook and Twitter
10: How to: build and manage relationships on the social web
Personal versus professional identity
Interacting on Facebook and Twitter
Networking on the social web
Connecting with new people


11: How to: engage customers with Facebook pages and Twitter
Overview of Twitter and Facebook pages
Setting up your Facebook page
Getting (and keeping) fans
Advanced best practices
Best of Twitter and Facebook pages
12: How to: advertise and promote on the social web
Building your Linkedln DirectAds campaign
Creating your Facebook ad campaign
Which attributes should you hypertarget on?
Selecting your ad creative and call to action
Typing back to your goals
Engagement ads
Twitter's promoted tweets
Part 4: Social Networking Strategy
13: Advice for small business
1: Start small
2: Consider using your personal profile instead of a Facebook page
3: Take advantage of location targeting and geolocation
4: Build community
5: Build your sphere of influence
6: Consider ditching your Web site
7: Have a personality
8: Do some networking
9: Be smart about your time
10: Get help
14: Advice for nonprofits, healthcare, education, and political campaigns
Nonprofits
Healthcare
Education
Political campaigns
15: Corporate governance, strategy, and implementation
Social media culture
Social media policy and processes
Social systems and technologies
16: Future of social business
Social, personalized, and real time
ROI of the social Web
Trends in the social Web
Final remarks
Index.

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