Facebook Era, the: Tapping Online Social Networks to Market, Sell, and Innovate, 2/e

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! Cover......Page 1 Contents......Page 8 Foreword......Page 12 Acknowledgments......Page 14 About the Author......Page 17 Introduction......Page 18 Part I: Why Social Networking Matters for Business......Page 26 1 The Fourth Revolution......Page 28 Today’s Social Customer......Page 31 Facebook Versus Twitter and LinkedIn......Page 34 Why Facebook Won......Page 37 Google Buzz......Page 38 Private Social Networks......Page 39 Social Network Platforms......Page 40 A Promising New Era......Page 46 Identity, Sharing, and Influence on the Social Web......Page 48 The Importance of Being Customer-Centric......Page 57 Transitive Trust......Page 59 3 How Relationships and Social Capital Are Changing......Page 62 What Is Social Capital?......Page 63 New Modes of Communication on the Social Web......Page 65 The Power of Weak Ties......Page 67 Supplementing Offline Networking with Online Interactions......Page 73 Creating New Value from Network Effects......Page 75 Part II: Social Networking Across Your Organization......Page 82 4 Sales in the Facebook Era......Page 84 Transforming the Sales Cycle......Page 86 Social CRM......Page 102 5 Customer Service in the Facebook Era......Page 108 Thinking Holistically About the Customer Experience......Page 109 Five Steps to Successful Social Customer Service......Page 112 Calculating Your Cost Savings......Page 122 6 Marketing in the Facebook Era......Page 126 The New Rules of Marketing......Page 127 Hypertargeting......Page 128 Social Distribution and Word-of-Mouth......Page 135 Engagement Is King......Page 143 Challenges and Limitations......Page 148 7 Innovation and Collaboration in the Facebook Era......Page 152 Concept Generation......Page 153 Prototyping......Page 162 Commercial Implementation......Page 165 Continual Iteration......Page 170 8 Recruiting in the Facebook Era......Page 176 Which Social Network Is Best for Recruiting?......Page 177 Sourcing and Screening Candidates......Page 181 Candidate References......Page 188 Employer and Recruiter Reputation......Page 190 Keeping in Touch......Page 191 Advice for Candidates......Page 194 Be Aware of Employee Poaching......Page 195 Part III: Step-by-Step Guide to Social Networking for Business......Page 198 Listening First......Page 200 Establishing the Business Objectives......Page 201 Defining Your Metrics......Page 204 Mobilizing the Team......Page 207 Getting Started on Facebook and Twitter......Page 209 Personal Versus Professional Identity......Page 214 Interacting on Facebook and Twitter......Page 219 Networking on the Social Web......Page 225 Connecting with New People......Page 227 11 How To: Engage Customers with Facebook Pages and Twitter......Page 232 Overview of Twitter and Facebook Pages......Page 234 Setting Up Your Facebook Page......Page 239 Getting (and Keeping) Fans......Page 245 Advanced Best Practices......Page 252 The Best of Twitter and Facebook Pages......Page 261 12 How To: Advertise and Promote on the Social Web......Page 268 Building Your LinkedIn DirectAds Campaign......Page 269 Creating Your Facebook Ad Campaign......Page 275 Which Attributes Should You Hypertarget On?......Page 283 Selecting Your Ad Creative and Call to Action......Page 284 Tying Back to Your Goals......Page 285 Engagement Ads......Page 287 Twitter’s Promoted Tweets......Page 292 Part IV: Social Networking Strategy......Page 294 1. Start Small......Page 296 2. Consider Using Your Personal Profile Instead of a Facebook Page......Page 298 3.Take Advantage of Location Targeting and Geolocation......Page 299 4. Build Community......Page 300 5. Build Your Sphere of Influence......Page 301 6. Consider Ditching Your Web Site......Page 302 8. Do Some Networking......Page 305 9. Be Smart About Your Time......Page 306 10.Get Help......Page 307 Nonprofits......Page 310 Healthcare......Page 316 Education......Page 319 Political Campaigns......Page 323 Social Media Culture......Page 330 Social Media Policy and Processes......Page 335 Social Systems and Technologies......Page 344 16 The Future of Social Business......Page 350 Social, Personalized, and Real Time......Page 351 Trends in the Social Web......Page 352 Final Remarks......Page 354 A......Page 356 C......Page 357 F......Page 359 G......Page 360 K-L......Page 361 O......Page 362 P......Page 363 S......Page 364 T......Page 366 X-Y-Z......Page 367

“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!

From the Publisher: 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! This book contains new best practices and techniques for growing your business with Facebook, Twitter, and LinkedIn! It is completely updated with 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. The author, a social networking innovator, 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, she 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. Also included are 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. She has even added new chapters focused on advice for small businesses, healthcare and education organizations, nonprofits, and political campaigns The fourth revolution The new social norms How relationships and social capital are changing Social networking across your organization Sales in the facebook era Customer service in the facebook era Marketing in the facebook era Innovation and collaboration in the facebook era Recruiting in the facebook era Step-by-step guide to social networking for business How to : develop your facebook era plan and metrics How to : build and manage relationships on the social web How to : engage customers with facebook pages and twitter How to : advertise and promote on the social web Social networking strategy Advice for small business Advice for nonprofits, healthcare, education, and political campaigns Corporate governance, strategy, and implementation The future of social business.