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Grouped How Small Groups of Friends Are the Key to Influence on the Social Web

ISBN-10: 0321804112
ISBN-13: 9780321804112
Edition: 2012
Authors: Paul Adams
List price: $29.99 Buy it from $3.00
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Description: The web is being rebuilt around people. From travel to news to commerce, businesses are reorienting their efforts around people - around the social behavior of their customers and potential customers. As we traverse across the web, we'll know which  More...

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Book details

List price: $29.99
Copyright year: 2012
Publisher: Pearson Education
Publication date: 11/21/2011
Binding: Paperback
Pages: 168
Size: 5.25" wide x 7.75" long x 0.50" tall
Weight: 0.440

The web is being rebuilt around people. From travel to news to commerce, businesses are reorienting their efforts around people - around the social behavior of their customers and potential customers. As we traverse across the web, we'll know which of our friends prefer different brands, and this information will be surfaced to us at the most opportune moments - when we're deciding what to buy. In order to be successful in this new social web, businesses will need to understand how people are influenced by their social network. How the people closest to them influence them the most, and how it's more important to focus on small connected groups of friends rather than looking for overly influential individuals. This book pulls together the latest research on influence and social behavior to describe how people are connected, and how ideas and brand messages spread through social networks.

Introduction
The web is changing
How the web is changing
Why the web is changing
Why the social web is important to your business
Summary
Further reading
How and why we communicate with others
Why we talk
What we talk about
Who we talk to
Summary
Further reading
How we're connected influences us
The structure of our social network
People naturally form groups
Social network structure changes how we're influenced
Summary
Further reading
How our relationships influence us
Relationship types and patterns
Strong ties
Weak ties
How relationships change
Summary
Further reading
The myth of the "influentials"
Highly connected does not mean highly influential
Ideas often spread because people are influenceable
How hubs spread ideas
Summary
Further reading
We are influenced by what is around us
Social proof
influence within groups
Influence within our extended network
How experts exert influence
Summary
Further reading
How our brain influences us
We are not rational thinkers
Most of our behavior is driven by our nonconscious brain
Our memory is highly unreliable
Summary
Further reading
How our biases influence us
Other people bias us
Our perception of value biases us
Our habits bias us
Environmental cues bias us
Summary
Further reading
Marketing and advertising on the social web
The problems facing interruption marketing
The rise of permission marketing and word of mouth
Building trust and credibility
Summary
Further reading
Conclusion
The social web today
The next few years
Acknowledgments
Index

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