The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovate
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“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, ZapposNEW 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!
Foreword xiAcknowledgments xiiiAbout the Author xviIntroduction 1Part I Why Social Networking Matters for Business1 The Fourth Revolution 11Today's Social Customer 14Facebook Versus Twitter and Linkedln 17Why Facebook Won 20Google Buzz 21Private Social Networks 22Social Network Platforms 23A Promising New Era 292 The New Social Norms 31Identity, Sharing, and Influence on the Social Web 31The Importance of Being Customer-Centric 40Transitive Trust 423 How Relationships and Social Capital Are Changing 45What is Social Capital? 46New Modes of Communication on the Social Web 48The Power of Weak Ties 50Supplementing Offline Networking with Online Interactions 56The Flattening Effect 58Creating New Value from Network Effects 58Part II Social Networking Across Your Organization4 Sales in the Facebook Era 67Transforming the Sales Cycle 69Social CRM 855 Customer Service in the Facebook Era 91Thinking Holistically About the Customer Experience 92Five Steps to Successful Social Customer Service 95Calculating Your Cost Savings 1056 Marketing in the Facebook Era 109The New Rules of Marketing 110Hypertargeting 111Social Distribution and Word-of-Mouth 118Engagement is King 126Challenges and Limitations 1317 Innovation and Collaboration in the Facebook Era 135Concept Generation 136Prototyping 145Commercial Implementation 148Continual Iteration 1538 Recruiting in the Facebook Era 159Which Social Network is Best for Recruiting? 160Sourcing and Screening Candidates 164Candidate References 171Employer and Recruiter Reputation 173Keeping in Touch 174Advice for Candidates 177Be Aware of Employee Poaching 178Part III Step-by-Step Guide to Social Networking for Business9 How To: Develop Your Facebook Era Plan and Metrics 183Listening First 183Establishing the Business Objectives 184Defining Your Metrics 187Mobilizing the Team 190Framing Your Strategy in Terms of the Customer 192Getting Started on Facebook and Twitter 19210 How To: Build and Manage Relationships on the Social Web 197Personal Versus Professional Identity 197Interacting on Facebook and Twitter 202Networking on the Social Web 208Connecting with New People 21011 How To: Engage Customers with Facebook Pages and Twitter 215Overview of Twitter and Facebook Pages 217Setting Up Your Facebook Page 222Getting (and Keeping) Fans 228Advanced Best Practices 235The Best of Twitter and Facebook Pages 24412 How To: Advertise and Promote on the Social Web 251Building Your Linkedln DirectAds Campaign 252Creating Your Facebook Ad Campaign 258Which Attributes Should You Hypertarget On? 266Selecting Your Ad Creative and Call to Action 267Tying Back to Your Goals 268Engagement Ads 270Twitter's Promoted Tweets 275Part IV Social Networking Strategy13 Advice for Small Business 2791 Start Small 2792 Consider Using Your Personal Profile Instead of a Facebook Page 2813 Take Advantage of Location Targeting and Geolocation 2824 Build Community 2835 Build Your Sphere of Influence 2846 Consider Ditching Your Web Site 2857 Have a Personality 2888 Do Some Networking 2889 Be Smart About Your Time 28910 Get Help 29014 Advice for Nonprofits, Healthcare, Education, and Political Campaigns 293Nonprofits 293Healthcare 299Education 302Political Campaigns 30615 Corporate Governance, Strategy, and Implementation 313Social Media Culture 313Social Media Policy and Processes 318Social Systems and Technologies 32716 The Future of Social Business 333Social, Personalized, and Real Time 334The ROI of the Social Web 335Trends in the Social Web 335Final Remarks 337Index 339
