| |
| |
| Foreword | |
| |
| |
| Acknowledgments | |
| |
| |
| About the Author | |
| |
| |
| Introduction | |
| |
| |
| |
| Why Social Networking Matters for Business | |
| |
| |
| |
| The Fourth Revolution | |
| |
| |
| Today's Social Customer | |
| |
| |
| Facebook Versus Twitter and Linkedln | |
| |
| |
| Why Facebook Won | |
| |
| |
| Google Buzz | |
| |
| |
| Private Social Networks | |
| |
| |
| Social Network Platforms | |
| |
| |
| A Promising New Era | |
| |
| |
| |
| The New Social Norms | |
| |
| |
| Identity, Sharing, and Influence on the Social Web | |
| |
| |
| The Importance of Being Customer-Centric | |
| |
| |
| Transitive Trust | |
| |
| |
| |
| How Relationships and Social Capital Are Changing | |
| |
| |
| What is Social Capital? | |
| |
| |
| New Modes of Communication on the Social Web | |
| |
| |
| The Power of Weak Ties | |
| |
| |
| Supplementing Offline Networking with Online Interactions | |
| |
| |
| The Flattening Effect | |
| |
| |
| Creating New Value from Network Effects | |
| |
| |
| |
| Social Networking Across Your Organization | |
| |
| |
| |
| Sales in the Facebook Era | |
| |
| |
| Transforming the Sales Cycle | |
| |
| |
| Social CRM | |
| |
| |
| |
| Customer Service in the Facebook Era | |
| |
| |
| Thinking Holistically About the Customer Experience | |
| |
| |
| Five Steps to Successful Social Customer Service | |
| |
| |
| Calculating Your Cost Savings | |
| |
| |
| |
| Marketing in the Facebook Era | |
| |
| |
| The New Rules of Marketing | |
| |
| |
| Hypertargeting | |
| |
| |
| Social Distribution and Word-of-Mouth | |
| |
| |
| Engagement is King | |
| |
| |
| Challenges and Limitations | |
| |
| |
| |
| Innovation and Collaboration in the Facebook Era | |
| |
| |
| Concept Generation | |
| |
| |
| Prototyping | |
| |
| |
| Commercial Implementation | |
| |
| |
| Continual Iteration | |
| |
| |
| |
| 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 | |
| |
| |
| |
| Step-by-Step Guide to Social Networking for Business | |
| |
| |
| |
| 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 | |
| |
| |
| |
| 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 | |
| |
| |
| |
| 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 | |
| |
| |
| The Best of Twitter and Facebook Pages | |
| |
| |
| |
| 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 | |
| |
| |
| Tying Back to Your Goals | |
| |
| |
| Engagement Ads | |
| |
| |
| Twitter's Promoted Tweets | |
| |
| |
| |
| Social Networking Strategy | |
| |
| |
| |
| Advice for Small Business | |
| |
| |
| |
| Start Small | |
| |
| |
| |
| Consider Using Your Personal Profile Instead of a Facebook Page | |
| |
| |
| |
| Take Advantage of Location Targeting and Geolocation | |
| |
| |
| |
| Build Community | |
| |
| |
| |
| Build Your Sphere of Influence | |
| |
| |
| |
| Consider Ditching Your Web Site | |
| |
| |
| |
| Have a Personality | |
| |
| |
| |
| Do Some Networking | |
| |
| |
| |
| Be Smart About Your Time | |
| |
| |
| |
| Get Help | |
| |
| |
| |
| Advice for Nonprofits, Healthcare, Education, and Political Campaigns | |
| |
| |
| Nonprofits | |
| |
| |
| Healthcare | |
| |
| |
| Education | |
| |
| |
| Political Campaigns | |
| |
| |
| |
| Corporate Governance, Strategy, and Implementation | |
| |
| |
| Social Media Culture | |
| |
| |
| Social Media Policy and Processes | |
| |
| |
| Social Systems and Technologies | |
| |
| |
| |
| The Future of Social Business | |
| |
| |
| Social, Personalized, and Real Time | |
| |
| |
| The ROI of the Social Web | |
| |
| |
| Trends in the Social Web | |
| |
| |
| Final Remarks | |
| |
| |
| Index | |