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Foreword | |
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Acknowledgments | |
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About the Author | |
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Introduction | |
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Why You're Reading This Book | |
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Welcome to the Facebook Era | |
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How to Use This Book | |
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A Brief History of Social Media | |
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The Fourth Revolution | |
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Mainframe Computing | |
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The PC | |
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The World Wide Web | |
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The Online Social Graph | |
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Empowering the End User | |
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The Evolution of Digital Media | |
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Storage and Creation | |
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Media Distribution | |
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The Future: Social Filtering | |
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Why Facebook Is Different | |
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Social Network Ecosystems | |
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What the Social Graph Means for Digital Media | |
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Social Capital from Networking Online | |
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Establishing a New Category of Relationships | |
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Online Interactions Supplement Offline Networking | |
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Flattening Effect | |
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Creating New Value from Network Effects | |
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Blurring the Lines | |
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Transforming the Way We Do Business | |
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Social Sales | |
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Transforming the Sales Cycle | |
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The Need for Multiple Network Structures | |
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CRM-The First Social Network? | |
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Social Network Marketing | |
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Hypertargeting | |
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Loyalty and Engagement | |
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Social Distribution | |
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Challenges and Limitations | |
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Social Innovation | |
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Concept Generation | |
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Prototyping | |
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Commercial Implementation | |
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Continual Iteration | |
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Social Recruiting | |
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The Best Social Networks for Recruiting | |
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Sourcing Candidates | |
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Candidate References | |
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Employer and Recruiter Reputation | |
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Keeping in Touch | |
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Advice for Candidates | |
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Employee Poaching | |
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Your Step-By-Step Guide to Using Facebook for Business | |
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Engage Your Customers | |
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Start with Strategy and Objectives | |
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Find Your Unsanctioned Communities | |
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Define and Establish Your Presence | |
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Get Your Message Across | |
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Hypersegment Your Audience | |
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Choose Your Media Strategy | |
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Build and Manage Your Relationships | |
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Setting Up Your Facebook Account | |
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Interacting on Facebook | |
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Asking for and Providing Introductions | |
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Corporate Governance and Strategy | |
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Choosing the Right Network Model | |
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Identify Key Risk Areas | |
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Partner with Legal, IT, and PR | |
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The Future of Social Business | |
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The Innovator's Dilemma | |
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The ROI of Social | |
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Social Trends | |
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What the Future Means for Doing Business | |
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Final Remarks | |
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Snapshot of Top Social Networking Sites, March 2009 | |
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Index | |