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1 Burnside Internet- Marketing

The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff

by

The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff Cover

 

Synopses & Reviews

Publisher Comments:

"People in all demographics and regions of the world are more connected than ever before to the products, issues, places, and individuals in their lives. This book recognizes that we’ve come to a place where people can represent their real identity--both personal and professional--and use the social filters on the Web to connect with the world around them."

--Sheryl Sandberg, chief operating officer, Facebook

 

"We are in the midst of a cloud computing revolution in which we are working, communicating, and collaborating in ways that are vastly different than ever before. [This] is the first book to reveal why these changes are important and how to take full advantage of them for your business."

--Marc R. Benioff, chairman and CEO, salesforce.com

 

Online social networks are fundamentally changing the way we live, work, and interact. They offer businesses immense opportunities to transform customer relationships for profit: opportunities that touch virtually every business function, from sales and marketing to recruiting, collaboration to executive decision-making, product development to innovation. In The Facebook Era, Clara Shih systematically outlines the business promise of social networking and shows how to transform that promise into reality.

 

Shih is singularly well-placed to write this book: One of the world’s top business social networking thought leaders, she created the first business application on Facebook and led the first enterprise software partnership with Facebook. In this book, Shih explains why social networking represents a revolution as profound as the mainframe, PC, and Web revolutions that preceded it. Next, drawing on her extensive contacts among business social networking innovators around the world, she systematically identifies your best opportunities to use social networks to build customer connections, target your marketing messages, find the best employees, and engage customers as participants throughout the innovation cycle. Finally, she presents a detailed action plan for positioning your company to win in today’s radically new era: The Facebook Era.

 

Engage in the conversation--visit www.thefacebookera.com.

 

Right this minute, more than 150,000,000 people are on Facebook. They’re interacting with friends--and brands. They’re learning about your business--and providing valuable information you can use to make sales. With The Facebook Era, you’re closer to your customers than ever before. Read this book, and then go get them!

 

Clara Shih offers best practices for overcoming obstacles to success, ranging from privacy and security issues to brand misrepresentation and previews social networking trends that are just beginning to emerge--helping you get ahead of the curve and ahead of the competition, too.

 

  • Includes a practical 60-day action plan for positioning your company to win in the Facebook Era
  • For companies of all sizes, in all industries--and business functions ranging from marketing to operations
  • By Clara Shih, creator of Faceconnector, the first business application on Facebook
  • Understand social networking: the transformative technology revolution of this decade

    Why social networking will have business impact comparable to mainframes, PCs, and the Web before it

  • Use online social networks to hypertarget your customers

    Hone in on precise audience segments and then tailor custom campaigns with powerful personal and social relevance

  • Define and implement your optimal social networking brand strategy

    Ask the right questions, set the right goals and priorities, and execute on it

  • Implement effective governance and compliance

    Understand and mitigate the risks of social networking/Web 2.0 initiatives

Foreword by Marc Benioff, CEO, Salesforce.com

Introduction

Part I       A Brief History of Social Media

Chapter 1   The Fourth Revolution

Chapter 2   The Evolution of Digital Media

Chapter 3   Social Capital from Networking Online

Part II     Transforming the Way We Do Business

Chapter 4   Social Sales

Chapter 5   Social Network Marketing

Chapter 6   Social Innovation

Chapter 7   Social Recruiting

Part III    Your Step-By-Step Guide to Using Facebook for Business

Chapter 8   Engage Your Customers

Chapter 9   Get Your Message Across

Chapter 10   Build and Manage Your Relationships

Chapter 11   Corporate Governance and Strategy

Chapter 12   Future of Social Business

Appendix A   Snapshot of Top Social Networking Sites, March 2009

Book News Annotation:

Shih created Faceconnector, the first business application for the Facebook, and she has now written this guide for business owners and entrepreneurs who want to take advantage of social networking for marketing, sales, recruiting, collaboration and product development. The author uses case studies and a how-to guide to illustrate how social networking can be used to find new business opportunities, target marketing campaigns and involve customers in product development and innovation. A $25 ad credit for Facebook is included with purchase of this book. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Through case studies, examples, and a practical how-to guide, Shih, one of the world's top business social networking thought leaders and practitioners, helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing.

Synopsis:

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.

Synopsis:

People in all demographics and regions of the world are more connected than ever before to the products, issues, places, and individuals in their lives. This book recognizes that we've come to a place where people can represent their real identity--both personal and professional--and use the social filters on the Web to connect with the world around them. --Sheryl Sandberg, Chief Operating Officer, Facebook ...A must-read for CEOs and other executives who want to understand Facebook and more importantly take the right actions to stay relevant and stay competitive. --David Mather, President, Hoovers, Inc. The '90s were about the World Wide Web of information and the power of linking web pages. Today it's about the World Wide Web of people and the power of the social graph. Online social networks are fundamentally changing the way we live, work, and interact. They offer businesses immense opportunities to transform customer relationships for profit: opportunities that touch virtually every business function, from sales and marketing to recruiting, collaboration to executive decision-making, product development to innovation. In The Facebook Era, Clara Shih systematically outlines the business promise of social networking and shows how to transform that promise into reality. Shih is singularly qualified to write this book: One of the world's top business social networking thought leaders and practitioners, she created the first business application on Facebook and leads salesforce.com's partnership with Facebook. Through case studies, examples, and a practical how-to guide, Shih helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing. Shih systematically identifies your best opportunities to use social networks to source new business opportunities, target marketing messages, find the best employees, and engage customers as true partners throughout the innovation cycle. Finally, she presents a detailed action plan for positioning your company to win in today's radically new era: The Facebook Era. Join the conversation--www.thefacebookera.com. Fan the book--www.facebook.com/thefacebookera. Right this minute, more than 1.5 million people are on Facebook. They're interacting with friends--and talking about your brands. They're learning about your business--and providing valuable information you can use to market and sell. In the Facebook Era, you're closer to your customers than ever before. Read this book, and then go get them Clara Shih offers best practices for overcoming obstacles to success, ranging from privacy and security issues to brand misrepresentation, and previews social networking trends that are just beginning to emerge--helping you get ahead of the curve and ahead of the competition, too. Includes a practical 60-day action plan for positioning your company to win in the Facebook Era For companies of all sizes, in all industries--and business functions ranging from marketing to operations By Clara Shih, creator of Faceconnector, the first business application on Facebook Learn how to... Understand how social networking transforms our personal and professional relationships

Why social networking will have business impact comparable to the Internet Use online social networks to hypertarget your customers

Hone in on precise audience segments and then tailor custom campaigns with powerful personal and social relevance Define and implement your optimal social networking brand strategy

Ask the right questions, set the right goals and priorities, and execute on it Implement effective governance and compliance

Understand and mitigate the risks of social networking/Web 2.0 initiatives

About the Author

Clara Shih is CEO of Hearsay Labs. In 2007, she created Faceconnector, the first business application on Facebook, kicking off the "social CRM" movement by integrating Facebook with Salesforce CRM. She was marketing and alliances executive at salesforce.com, leading 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 U.S. Marshall Scholar. She has given keynote addresses on social media at events ranging from AlwaysOn to Web 2.0 Expo.

Table of Contents

Foreword by Marc Benioff, CEO, Salesforce.com     ix

Acknowledgments     xii

About the Author     xiv

Introduction     1

Why You’re Reading This Book     2

Welcome to the Facebook Era      3

How to Use This Book     5

 

Part I: A Brief History of Social Media

1 The Fourth Revolution     11

Mainframe Computing     12

The PC     14

The World Wide Web     15

The Online Social Graph     17

Empowering the End User     22

2 The Evolution of Digital Media     25

Storage and Creation     26

Media Distribution     26

The Future: Social Filtering     29

Why Facebook Is Different     34

Social Network Ecosystems     36

What the Social Graph Means for Digital Media     42

3 Social Capital from Networking Online     43

Establishing a New Category of Relationships     44

Online Interactions Supplement Offline Networking      50

Flattening Effect     52

Creating New Value from Network Effects     52

Blurring the Lines     57

 

Part II: Transforming the Way We Do Business

4 Social Sales     61

Transforming the Sales Cycle     62

The Need for Multiple Network Structures     79

CRM--The First Social Network?      80

5 Social Network Marketing     81

Hypertargeting     82

Loyalty and Engagement     89

Social Distribution     96

Challenges and Limitations     103

6 Social Innovation     107

Concept Generation     108

Prototyping     115

Commercial Implementation     117

Continual Iteration     120

7 Social Recruiting     123

The Best Social Networks for Recruiting     124

Sourcing Candidates     126

Candidate References     134

Employer and Recruiter Reputation     135

Keeping in Touch     137

Advice for Candidates     141

Employee Poaching     141

 

Part III: Your Step-By-Step Guide to Using Facebook for Business

8 Engage Your Customers     145

Start with Strategy and Objectives     146

Find Your Unsanctioned Communities     148

Define and Establish Your Presence     155

9 Get Your Message Across     163

Hypersegment Your Audience     164

Choose Your Media Strategy     167

10 Build and Manage Your Relationships     181

Setting Up Your Facebook Account     181

Interacting on Facebook     187

Asking for and Providing Introductions     193

11 Corporate Governance and Strategy     195

Choosing the Right Network Model     196

Identify Key Risk Areas     198

Partner with Legal, IT, and PR     200

12 The Future of Social Business     203

The Innovator’s Dilemma     204

The ROI of Social     205

Social Trends     205

What the Future Means for Doing Business     206

Final Remarks     211

A Snapshot of Top Social Networking Sites, March 2009     213

Index     223

 

Product Details

ISBN:
9780137152223
Author:
Shih, Clara C
Publisher:
Prentice Hall PTR
Foreword by:
Benioff, Marc
Foreword:
Benioff, Marc
Author:
Shih, Clara
Author:
Shih, Clara C.
Subject:
Business Communication - General
Subject:
Computer networks
Subject:
Business enterprises
Subject:
Marketing - General
Subject:
Industries - Retailing
Subject:
Business enterprises -- Computer networks.
Subject:
Online social networks
Subject:
E-Commerce - Internet Marketing
Subject:
Business Communication
Copyright:
Edition Description:
Trade paper
Publication Date:
March 2009
Binding:
Paperback
Grade Level:
General/trade
Language:
English
Illustrations:
Y
Pages:
236
Dimensions:
9.00x5.98x.76 in. .70 lbs.

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Related Subjects

Business » Strategy
Business » eCommerce
Computers and Internet » Internet » Marketing
Science and Mathematics » Environmental Studies » General

The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff Used Trade Paper
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Product details 236 pages Prentice Hall PTR - English 9780137152223 Reviews:
"Synopsis" by , Through case studies, examples, and a practical how-to guide, Shih, one of the world's top business social networking thought leaders and practitioners, helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing.
"Synopsis" by , 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.
"Synopsis" by , People in all demographics and regions of the world are more connected than ever before to the products, issues, places, and individuals in their lives. This book recognizes that we've come to a place where people can represent their real identity--both personal and professional--and use the social filters on the Web to connect with the world around them. --Sheryl Sandberg, Chief Operating Officer, Facebook ...A must-read for CEOs and other executives who want to understand Facebook and more importantly take the right actions to stay relevant and stay competitive. --David Mather, President, Hoovers, Inc. The '90s were about the World Wide Web of information and the power of linking web pages. Today it's about the World Wide Web of people and the power of the social graph. Online social networks are fundamentally changing the way we live, work, and interact. They offer businesses immense opportunities to transform customer relationships for profit: opportunities that touch virtually every business function, from sales and marketing to recruiting, collaboration to executive decision-making, product development to innovation. In The Facebook Era, Clara Shih systematically outlines the business promise of social networking and shows how to transform that promise into reality. Shih is singularly qualified to write this book: One of the world's top business social networking thought leaders and practitioners, she created the first business application on Facebook and leads salesforce.com's partnership with Facebook. Through case studies, examples, and a practical how-to guide, Shih helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing. Shih systematically identifies your best opportunities to use social networks to source new business opportunities, target marketing messages, find the best employees, and engage customers as true partners throughout the innovation cycle. Finally, she presents a detailed action plan for positioning your company to win in today's radically new era: The Facebook Era. Join the conversation--www.thefacebookera.com. Fan the book--www.facebook.com/thefacebookera. Right this minute, more than 1.5 million people are on Facebook. They're interacting with friends--and talking about your brands. They're learning about your business--and providing valuable information you can use to market and sell. In the Facebook Era, you're closer to your customers than ever before. Read this book, and then go get them Clara Shih offers best practices for overcoming obstacles to success, ranging from privacy and security issues to brand misrepresentation, and previews social networking trends that are just beginning to emerge--helping you get ahead of the curve and ahead of the competition, too. Includes a practical 60-day action plan for positioning your company to win in the Facebook Era For companies of all sizes, in all industries--and business functions ranging from marketing to operations By Clara Shih, creator of Faceconnector, the first business application on Facebook Learn how to... Understand how social networking transforms our personal and professional relationships

Why social networking will have business impact comparable to the Internet Use online social networks to hypertarget your customers

Hone in on precise audience segments and then tailor custom campaigns with powerful personal and social relevance Define and implement your optimal social networking brand strategy

Ask the right questions, set the right goals and priorities, and execute on it Implement effective governance and compliance

Understand and mitigate the risks of social networking/Web 2.0 initiatives

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