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Facebook Era : Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff

ISBN-10: 0137152221
ISBN-13: 9780137152223
Edition: 2009
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Description: Every decade since the advent of computing there has been a disruptive innovation that fundamentally transforms business: mainframe computing in the 1970s, the PC in the 1980s, and the Internet in the 1990s. Online social networks - such as  More...

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Book details

Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 6/2/2009
Binding: Paperback
Pages: 256
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 0.726
Language: English

Every decade since the advent of computing there has been a disruptive innovation that fundamentally transforms business: mainframe computing in the 1970s, the PC in the 1980s, and the Internet in the 1990s. Online social networks - such as Facebook, LinkedIn, and MySpace - are this decade's revolution, and will forever change the way you market, sell, and innovate. The Facebook Era is here, and whether you're in sales, marketing, business development, HR, or another role, online social networks will completely transform the way you run your business. More than ever, organizations will function, fail, or prosper based on the relationships and social capital between its customers, partners, vendors, employees, and executives. Leaders who can understand, navigate, and take advantage of this new socially networked world will gain a tremendous competitive advantage. This book explores the phenomenon of enterprise social networking and the steps everyone from the CEO down to the entry-level information worker must take to win in the Facebook Era.

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

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