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The Facebook era : tapping online social networks to market, sell, and innovate / Clara Shih.

By: Shih, Clara Chung-wai.
Material type: TextTextPublisher: Upper Saddle River, N.J. : Prentice Hall, c2011Edition: 2nd ed.Description: xvi, 350 p. : ill. ; 23 cm.ISBN: 9780137085125 (pbk. : alk. paper); 0137085125.Subject(s): Internet marketing | Facebook (Electronic resource) | Online social networks | Business enterprises -- Computer networksDDC classification: 658.8/72 LOC classification: HF5415.1265 | .S55 2011HD30.37 | .S49 2011
Contents:
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.
Summary: This book contains new best practices and techniques for growing your business with Facebook, Twitter, and LinkedIn! It is completely udated with 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. The author, a social networking innovator, 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, she 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. Also included are 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. She has even added new chapters focused on advice for small businesses, healthcare and education organizations, nonprofits, and political campaigns.
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Book University of Texas At Tyler
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HD30.37 .S49 2011 (Browse shelf) Available 0000002019537

Includes index.

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.

This book contains new best practices and techniques for growing your business with Facebook, Twitter, and LinkedIn! It is completely udated with 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. The author, a social networking innovator, 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, she 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. Also included are 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. She has even added new chapters focused on advice for small businesses, healthcare and education organizations, nonprofits, and political campaigns.

Reviews provided by Syndetics

CHOICE Review

Shih (CEO, Hearsay Labs) has updated her book, which is warranted by the immense changes in the social Web since the 2009 publication of the first edition. Many of the featured platforms of the first edition, such as MySpace, are now uninteresting for business, while Twitter and LinkedIn are significantly more important. In this reviewer's opinion, a more accurate title would be "The Social Media Era." The book contains many new examples of how companies are innovatively using the social Web to better know and support customers and reach new audiences for business functions including sales, marketing, customer service, innovation, collaboration, and recruiting. Each chapter ends with an actionable to-do list including items such as "Consider building a crowdsourced ideation community to track market demand for proposed features and generate new ideas." Shih has created associated Web discussion threads for each chapter to allow readers to share experiences. The book contains case studies, some of which are locatable in the index under "case studies." Sidebars from renowned social media authorities vary from idiosyncratic anecdotes to useful recommendations. A new chapter for nonprofits, health care, education, and political organizations is very helpful. Summing Up: Highly recommended. All business collections. C. Wankel St. John's University, New York

Author notes provided by Syndetics

Clara Shih is Chief Executive Officer of Hearsay Social, a rapidly growing Silicon Valley technology company whose leading social marketing platform is used by large global brands including Farmers Insurance and 24 Hour Fitness to manage their corporate and local Facebook, Twitter, LinkedIn, and Google+ Pages. Shih is a pioneer in the technology industry, as an engineer, celebrated author, thought leader and successful technology entrepreneur. Shih has been named one of FORTUNE's Most Powerful Women Entrepreneurs of 2011, one of Fast Company's Most Influential People in Technology, and one of Businessweek's Top Young Entrepreneurs. She brings a wealth of experience from previous technology, product, and marketing positions at Google, Microsoft, and Salesforce.com. In 2007, Shih developed the first business application on Facebook called Faceconnector, and subsequently authored The New York Times-featured bestseller, The Facebook Era: Tapping Social Networks to Market, Sell, and Innovate, which has been translated in nine languages and is used as a marketing textbook at Harvard Business School. Shih holds BS and MS degrees from Stanford University, as well as an MS from Oxford. She also serves as an advisor for Good Karma (formerly Camp Amelia), a non-profit she founded which develops and funds technology education programs, curriculum, and software for developing countries in Africa and the Middle East. Additionally, Clara was appointed to the Board of Directors of Starbucks Corporation (Nasdaq:SBUX) in December 2011. See here: http://news.starbucks.com/article_display.cfm?article_id=602

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