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The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovateby Clara Shih
Synopses & Reviews
“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!
A world-renowned expert shows how to use social networks to drive value and profits in every area of business. This edition includes extensive new coverage on hypertargeting, opt-in channels, Twitter, buyer psychology, and more.
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.
About the Author
Clara Shih, named one of Fast Company’s Most Influential Women in Technology, is CEO and founder of Hearsay Labs–a provider of social CRM software for companies to identify and engage customers across Facebook, Twitter, and other social sites. In 2007, Shih kicked off the “social CRM” movement with her Faceconnector application, the first business application on Facebook. Previously, Shih was a marketing and alliances executive at Salesforce.com, where she led partnerships with Facebook and LinkedIn. She has also worked in corporate strategy and software development at Google and Microsoft. Shih holds Bachelor’s and Master’s degrees in Computer Science and Economics from Stanford, and a Master’s degree in Internet Studies from Oxford, where she studied as a United States Marshall Scholar. She is a frequent keynote speaker at global events ranging from AlwaysOn to Web 2.0 Expo. Follow Clara on Twitter at @clarashih!
Table of Contents
Part I Why Social Networking Matters for Business
Chapter 1 The Fourth Revolution
Chapter 2 The New Social Norms
Chapter 3 How Relationships and Social Capital Are Changing
Part II Social Networking Across Your Organization
Chapter 4 Sales in the Facebook Era
Chapter 5 Customer Service in the Facebook Era
Chapter 6 Marketing in the Facebook Era
Chapter 7 Innovation and Collaboration in the Facebook Era
Chapter 8 Recruiting in the Facebook Era
Part III Step-By-Step Guide to Social Networking for Business
Chapter 9 How To: Develop Your Facebook Era Plan and Metrics
Chapter 10 How To: Build and Manage Relationships on the Social Web
Chapter 11 How To: Engage Customers with Facebook Pages and Twitter
Chapter 12 How To: Advertise and Promote on the Social Web
Part IV Social Networking Strategy
Chapter 13 Advice for Small Business
Chapter 14 Advice for Nonprofits, Healthcare, Education, and Political Campaigns
Chapter 15 Corporate Governance, Strategy, and Implementation
Chapter 16 The Future of Social Business\n
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