The Facebook Era Tapping Online Social Networks to Market, Sell, and Innovate

by Shih, Clara

• ISBN13: 9780137085125
• ISBN10: 0137085125
• Edition: 2nd
• Format: Paperback
• Copyright: 2010-07-21
• Publisher: Addison-Wesley Professional

Summary

Written by entrepreneur and speaker Clara Shih, who created the first business application on Facebook, The Facebook Era is a bestselling book about how companies can market, innovate, and grow their business on social networking sites like Facebook, Twitter, and LinkedIn. It has been featured in top publications including The New York Times and is being used as a marketing textbook at academic institutions around the world including Harvard Business School.

The Facebook Era explains the new consumer and buyer psychology behind Facebook and what it means for companies across their marketing, sales, customer service, recruiting, and R&D efforts. It includes a step-by-step guide for how everyone from the CEO down to the entry-level information worker can take steps to adapt and succeed in this new era.

The 2nd Edition includes expanded coverage of Twitter and LinkedIn, dozens of new case studies, exclusive guest content provided by key industry thought leaders such as Charlene Li and Don Tapscott, as well as actionable takeaways and "to-do" lists at the end of every chapter. Author Clara Shih was named by Fast Company as one of the Most Influential Women in Technology in 2010.

New To This Edition

-Expanded coverage to include Twitter in addition to Facebook, more and newer case studies, actionable "to do" lists at the end of each chapter

-New chapter two about social norms and buyer psychology on social networks.

-New chapter on customer service and support, the fastest growing area of social networking adoption by businesses this year.

-Expanded "Innovation" chapter includes collaboration.

-Expanded "Recruiting" chapter includes HR management.

-New "Develop a Plan" chapter gets people started on how to create a social networking strategy.

Author Biography

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Clara Shih is Chief Executive Officer of Hearsay Social, a rapidly growing Silicon Valley technology company whose leading social marketing platform is used by large global brands including Farmers Insurance and 24 Hour Fitness to manage their corporate and local Facebook, Twitter, LinkedIn, and Google+ Pages.

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Shih is a pioneer in the technology industry, as an engineer, celebrated author, thought leader and successful technology entrepreneur. Shih has been named one of FORTUNE's Most Powerful Women Entrepreneurs of 2011, one of Fast Company's Most Influential People in Technology, and one of Businessweek's Top Young Entrepreneurs. She brings a wealth of experience from previous technology, product, and marketing positions at Google, Microsoft, and Salesforce.com.

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In 2007, Shih developed the first business application on Facebook called Faceconnector, and subsequently authored The New York Times-featured bestseller, The Facebook Era: Tapping Social Networks to Market, Sell, and Innovate, which has been translated in nine languages and is used as a marketing textbook at Harvard Business School.

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Shih holds BS and MS degrees from Stanford University, as well as an MS from Oxford. She also serves as an advisor for Good Karma (formerly Camp Amelia), a non-profit she founded which develops and funds technology education programs, curriculum, and software for developing countries in Africa and the Middle East.

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Additionally, Clara was appointed to the Board of Directors of Starbucks Corporation (Nasdaq:SBUX) in December 2011. See here: http://news.starbucks.com/article_display.cfm?article_id=602

Table of Contents

Foreword	p. xi
Acknowledgments	p. xiii
About the Author	p. xvi
Introduction	p. 1
Why Social Networking Matters for Business
The Fourth Revolution	p. 11
Today's Social Customer	p. 14
Facebook Versus Twitter and Linkedln	p. 17
Why Facebook Won	p. 20
Google Buzz	p. 21
Private Social Networks	p. 22
Social Network Platforms	p. 23
A Promising New Era	p. 29
The New Social Norms	p. 31
Identity, Sharing, and Influence on the Social Web	p. 31
The Importance of Being Customer-Centric	p. 40
Transitive Trust	p. 42
How Relationships and Social Capital Are Changing	p. 45
What is Social Capital?	p. 46
New Modes of Communication on the Social Web	p. 48
The Power of Weak Ties	p. 50
Supplementing Offline Networking with Online Interactions	p. 56
The Flattening Effect	p. 58
Creating New Value from Network Effects	p. 58
Social Networking Across Your Organization
Sales in the Facebook Era	p. 67
Transforming the Sales Cycle	p. 69
Social CRM	p. 85
Customer Service in the Facebook Era	p. 91
Thinking Holistically About the Customer Experience	p. 92
Five Steps to Successful Social Customer Service	p. 95
Calculating Your Cost Savings	p. 105
Marketing in the Facebook Era	p. 109
The New Rules of Marketing	p. 110
Hypertargeting	p. 111
Social Distribution and Word-of-Mouth	p. 118
Engagement is King	p. 126
Challenges and Limitations	p. 131
Innovation and Collaboration in the Facebook Era	p. 135
Concept Generation	p. 136
Prototyping	p. 145
Commercial Implementation	p. 148
Continual Iteration	p. 153
Recruiting in the Facebook Era	p. 159
Which Social Network is Best for Recruiting?	p. 160
Sourcing and Screening Candidates	p. 164
Candidate References	p. 171
Employer and Recruiter Reputation	p. 173
Keeping in Touch	p. 174
Advice for Candidates	p. 177
Be Aware of Employee Poaching	p. 178
Step-by-Step Guide to Social Networking for Business
How To: Develop Your Facebook Era Plan and Metrics	p. 183
Listening First	p. 183
Establishing the Business Objectives	p. 184
Defining Your Metrics	p. 187
Mobilizing the Team	p. 190
Framing Your Strategy in Terms of the Customer	p. 192
Getting Started on Facebook and Twitter	p. 192
How To: Build and Manage Relationships on the Social Web	p. 197
Personal Versus Professional Identity	p. 197
Interacting on Facebook and Twitter	p. 202
Networking on the Social Web	p. 208
Connecting with New People	p. 210
How To: Engage Customers with Facebook Pages and Twitter	p. 215
Overview of Twitter and Facebook Pages	p. 217
Setting Up Your Facebook Page	p. 222
Getting (and Keeping) Fans	p. 228
Advanced Best Practices	p. 235
The Best of Twitter and Facebook Pages	p. 244
How To: Advertise and Promote on the Social Web	p. 251
Building Your Linkedln DirectAds Campaign	p. 252
Creating Your Facebook Ad Campaign	p. 258
Which Attributes Should You Hypertarget On?	p. 266
Selecting Your Ad Creative and Call to Action	p. 267
Tying Back to Your Goals	p. 268
Engagement Ads	p. 270
Twitter's Promoted Tweets	p. 275
Social Networking Strategy
Advice for Small Business	p. 279
Start Small	p. 279
Consider Using Your Personal Profile Instead of a Facebook Page	p. 281
Take Advantage of Location Targeting and Geolocation	p. 282
Build Community	p. 283
Build Your Sphere of Influence	p. 284
Consider Ditching Your Web Site	p. 285
Have a Personality	p. 288
Do Some Networking	p. 288
Be Smart About Your Time	p. 289
Get Help	p. 290
Advice for Nonprofits, Healthcare, Education, and Political Campaigns	p. 293
Nonprofits	p. 293
Healthcare	p. 299
Education	p. 302
Political Campaigns	p. 306
Corporate Governance, Strategy, and Implementation	p. 313
Social Media Culture	p. 313
Social Media Policy and Processes	p. 318
Social Systems and Technologies	p. 327
The Future of Social Business	p. 333
Social, Personalized, and Real Time	p. 334
The ROI of the Social Web	p. 335
Trends in the Social Web	p. 335
Final Remarks	p. 337
Index	p. 339
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