Overview

“Clara’s book is a fun read and can be useful to anyone who wants to learn more about this powerful new era we’re in of social business.” –Tony Hsieh, CEO, Zappos   NEW Best Practices and Techniques for Growing Your Business with Facebook, Twitter, and LinkedIn! Completely Updated! • Five new chapters: planning/metrics, customer service, and much more • New and revamped case studies • New guest contributions from world-class experts, such as Charlene Li • New, instantly actionable “To Do” lists after every chapter • New Facebook discussion threads and much more!   Whatever your business or organizational goals, this book will help you use social networking to achieve them. Renowned social networking innovator Clara Shih brings together powerful new insights, best practices, and easy-to-use “To Do” lists packed with proven solutions from real-world case studies.   Writing for entrepreneurs and business professionals across marketing, sales, service, product development, and recruiting, Shih demonstrates how to move from tactical, reactive use of social networks toward strategic, proactive approaches–and how to accurately measure success.   This edition adds extensive new coverage, including hands-on techniques for hypertargeting, engaging customers through Twitter and LinkedIn, leveraging changing social norms, and much more. You’ll also find more than three dozen guest contributions from world-class experts such as author Don Tapscott and Harvard Business School professor Mikolaj Piskorski, as well as a brand-new chapter on customer service and support, today’s fastest-growing area of business social networking.   Shih has even added new chapters focused on advice for small businesses, healthcare and education organizations, nonprofits, and political campaigns–making this the one indispensable social networking guide for every organization!

Full Product Details

Author:   Clara Shih
Publisher:   Pearson Education (US)
Imprint:   Addison-Wesley Educational Publishers Inc
Edition:   2nd edition
Dimensions:   Width: 15.80cm , Height: 2.00cm , Length: 22.80cm
Weight:   0.508kg
ISBN:  

9780137085125

ISBN 10:   0137085125
Pages:   368
Publication Date:   29 July 2010
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Awaiting stock  

Table of Contents

Foreword  xi Acknowledgments  xiii About the Author  xvi Introduction  1 Part I Why Social Networking Matters for Business 1 The Fourth Revolution  11 Today’s Social Customer  14 Facebook Versus Twitter and LinkedIn  17 Why Facebook Won  20 Google Buzz  21 Private Social Networks  22 Social Network Platforms  23 A Promising New Era  29 2 The New Social Norms  31 Identity, Sharing, and Influence on the Social Web  31 The Importance of Being Customer-Centric  40 Transitive Trust  42 3 How Relationships and Social Capital Are Changing  45 What Is Social Capital?  46 New Modes of Communication on the Social Web  48 The Power of Weak Ties  50 Supplementing Offline Networking with Online Interactions  56 The Flattening Effect  58 Creating New Value from Network Effects  58 Part II Social Networking Across Your Organization 4 Sales in the Facebook Era  67 Transforming the Sales Cycle  69 Social CRM  85 5 Customer Service in the Facebook Era  91 Thinking Holistically About the Customer Experience  92 Five Steps to Successful Social Customer Service  95 Calculating Your Cost Savings  105 6 Marketing in the Facebook Era  109 The New Rules of Marketing  110 Hypertargeting  111 Social Distribution and Word-of-Mouth  118 Engagement Is King  126 Challenges and Limitations  131 7 Innovation and Collaboration in the Facebook Era  135 Concept Generation  136 Prototyping  145 Commercial Implementation  148 Continual Iteration  153 8 Recruiting in the Facebook Era  159 Which Social Network Is Best for Recruiting?  160 Sourcing and Screening Candidates  164 Candidate References  171 Employer and Recruiter Reputation  173 Keeping in Touch  174 Advice for Candidates  177 Be Aware of Employee Poaching  178 Part III Step-by-Step Guide to Social Networking for Business 9 How To: Develop Your Facebook Era Plan and Metrics  183 Listening First  183 Establishing the Business Objectives  184 Defining Your Metrics  187 Mobilizing the Team  190 Framing Your Strategy in Terms of the Customer  192 Getting Started on Facebook and Twitter  192 10 How To: Build and Manage Relationships on the Social Web  197 Personal Versus Professional Identity  197 Interacting on Facebook and Twitter  202 Networking on the Social Web  208 Connecting with New People  210 11 How To: Engage Customers with Facebook Pages and Twitter  215 Overview of Twitter and Facebook Pages  217 Setting Up Your Facebook Page  222 Getting (and Keeping) Fans  228 Advanced Best Practices  235 The Best of Twitter and Facebook Pages  244 12 How To: Advertise and Promote on the Social Web  251 Building Your LinkedIn DirectAds Campaign  252 Creating Your Facebook Ad Campaign  258 Which Attributes Should You Hypertarget On?  266 Selecting Your Ad Creative and Call to Action  267 Tying Back to Your Goals  268 Engagement Ads  270 Twitter’s Promoted Tweets  275 Part IV Social Networking Strategy 13 Advice for Small Business  279 1. Start Small  279 2. Consider Using Your Personal Profile Instead of a Facebook Page  281 3.Take Advantage of Location Targeting and Geolocation  282 4. Build Community  283 5. Build Your Sphere of Influence  284 6. Consider Ditching Your Web Site  285 7. Have a Personality  288 8. Do Some Networking  288 9. Be Smart About Your Time  289 10. Get Help  290 14 Advice for Nonprofits,Healthcare, Education, and Political Campaigns  293 Nonprofits  293 Healthcare  299 Education  302 Political Campaigns  306 15 Corporate Governance, Strategy, and Implementation  313 Social Media Culture  313 Social Media Policy and Processes  318 Social Systems and Technologies  327 16 The Future of Social Business  333 Social, Personalized, and Real Time  334 The ROI of the Social Web  335 Trends in the Social Web  335 Final Remarks  337 Index  339

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Author Information

¿ 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. ¿ 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. ¿ 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. ¿ 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. ¿ 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

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