What is included with this book?
Introduction | p. vi |
The web is changing | p. 1 |
How the web is changing | p. 2 |
Why the web is changing | p. 9 |
Why the social web is important to your business | p. 11 |
Summary | p. 13 |
Further reading | p. 14 |
How and why we communicate with others | p. 15 |
Why we talk | p. 16 |
What we talk about | p. 18 |
Who we talk to | p. 23 |
Summary | p. 26 |
Further reading | p. 27 |
How we're connected influences us | p. 29 |
The structure of our social network | p. 30 |
People naturally form groups | p. 36 |
Social network structure changes how we're influenced | p. 42 |
Summary | p. 47 |
Further reading | p. 48 |
How our relationships influence us | p. 51 |
Relationship types and patterns | p. 52 |
Strong ties | p. 59 |
Weak ties | p. 62 |
How relationships change | p. 66 |
Summary | p. 67 |
Further reading | p. 67 |
The myth of the "influentials" | p. 71 |
Highly connected does not mean highly influential | p. 72 |
Ideas often spread because people are influenceable | p. 74 |
How hubs spread ideas | p. 77 |
Summary | p. 81 |
Further reading | p. 82 |
We are influenced by what is around us | p. 85 |
Social proof | p. 86 |
influence within groups | p. 90 |
Influence within our extended network | p. 94 |
How experts exert influence | p. 95 |
Summary | p. 97 |
Further reading | p. 97 |
How our brain influences us | p. 101 |
We are not rational thinkers | p. 102 |
Most of our behavior is driven by our nonconscious brain | p. 107 |
Our memory is highly unreliable | p. 111 |
Summary | p. 113 |
Further reading | p. 114 |
How our biases influence us | p. 117 |
Other people bias us | p. 118 |
Our perception of value biases us | p. 120 |
Our habits bias us | p. 123 |
Environmental cues bias us | p. 125 |
Summary | p. 126 |
Further reading | p. 127 |
Marketing and advertising on the social web | p. 129 |
The problems facing interruption marketing | p. 130 |
The rise of permission marketing and word of mouth | p. 133 |
Building trust and credibility | p. 139 |
Summary | p. 143 |
Further reading | p. 143 |
Conclusion | p. 145 |
The social web today | p. 147 |
The next few years | p. 149 |
Acknowledgments | p. 152 |
Index | p. 154 |
Table of Contents provided by Ingram. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
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.