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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 | |