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| Acknowledgments | p. xi |
| Foreword | p. xiii |
| Preface | p. xvii |
| Why This Book Is for You | p. xviii |
| The Easiest-and Quickest-Business You'll Ever Start | p. xx |
| Introduction | p. xxi |
| Building Your Virtual Empire | |
| Online Networks and What People Do on Them | p. 3 |
| Way Beyond Color Schemes | p. 6 |
| Features of an Online Network | p. 9 |
| Defining Your Community | p. 17 |
| You're Now a Member of the Media! | p. 20 |
| The "Buzz" Factor | p. 22 |
| Planning Your Community: Open vs. Gated | p. 22 |
| Host of a Party for Thousands | p. 22 |
| A Small Fish in a Sea of Networks, and Why Bigger Is Not Always Better | p. 25 |
| Networks with a Purpose | p. 27 |
| Focused Markets Draw in the Ad Dollars | p. 31 |
| Software to Get You Going in Much Less than a Week | p. 33 |
| Ning, "Social Networks for Everything" | p. 36 |
| Konnects, "Get Your Own Professional Space Online" | p. 46 |
| webNetworkÖ by Web Scribble | p. 47 |
| ONEsite, "Industry Leading Social Network Software" | p. 53 |
| Leverage Software, "People-Centric Social Networking Solutions for Business" | p. 55 |
| It's So Easy | p. 56 |
| A Final Note Before You Decide | p. 58 |
| Getting It Right the First Time | p. 59 |
| Building Your Community While Building Your Bottom Line | |
| Setting Up Shop | p. 65 |
| Equipping Your Office | p. 67 |
| Planning for Startup Costs | p. 68 |
| Don't Forget Your Operating Budget | p. 69 |
| Business Deductions | p. 70 |
| Classifying Your Business | p. 71 |
| Protecting Yourself and Your Business | p. 77 |
| The Statutory Landscape Is VERY Favorable for Operators of Social Networking Sites | p. 78 |
| Promoting Your Network Creatively and Inexpensively | p. 85 |
| Identifying Your Audience | p. 86 |
| Search Engine Optimization (SEO) | p. 87 |
| Search Engine Advertising | p. 88 |
| Cross-Linking | p. 90 |
| Keywords/Tags and Tag Clouds | p. 92 |
| Really Simple Syndication (RSS) Feeds | p. 94 |
| Invitations | p. 95 |
| Tracking What Works | p. 95 |
| Don't Forget About PR | p. 107 |
| Final Thoughts | p. 109 |
| Earning Revenue from Your Network | p. 111 |
| Subscriptions | p. 112 |
| Donations | p. 114 |
| Targeted Advertising on Your Site | p. 115 |
| Affiliate Programs | p. 117 |
| Branding Campaigns | p. 117 |
| Ad Federations | p. 119 |
| Merchandising | p. 120 |
| Thinking About a Loan | p. 121 |
| Venture Capital | p. 122 |
| Online Networks: Run on the Internet, Driven by People | |
| Outstanding Customer Service: Let Your Members Be Your Guide | p. 127 |
| Community Manager: The Sooner the Better | p. 128 |
| Two-Way Communication Is Key | p. 130 |
| When to Report or Ban | p. 131 |
| Benchmarking | p. 133 |
| Face-to-Face and Online Networks | p. 135 |
| A "Walled Garden" Network Community | p. 136 |
| Build "Street Cred" for Your Online Community with Face-to-Face Networking | p. 140 |
| Launching an Online Network for Your Existing Business | p. 143 |
| Afterword | p. 149 |
| Appendices | |
| Resources | p. 155 |
| Must-Visit Websites | p. 155 |
| Two Must-Read Links to Two Articles in Two Must-Read Magazines | p. 156 |
| Must-See Advertising and Marketing Sites | p. 156 |
| Must-Consider-Attending Industry Conferences | p. 157 |
| Must-Have Books for Your Reference Library | p. 157 |
| Glossary of Terms | p. 159 |
| Index | p. 175 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
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