By Clara Shih
“Clara’s e-book is a enjoyable learn and will be valuable to somebody who desires to study extra approximately this strong new period we’re in of social business.” –Tony Hsieh, CEO, Zappos NEW most sensible Practices and strategies for turning out to be your small business with fb, Twitter, and LinkedIn! thoroughly up to date! • 5 new chapters: planning/metrics, customer support, and masses extra • New and made over case stories • New visitor contributions from world-class specialists, similar to Charlene Li • New, immediately actionable “To Do” lists after each bankruptcy • New fb dialogue threads and lots more and plenty extra! no matter what your enterprise or organizational ambitions, this publication may help you utilize social networking to accomplish them. popular social networking innovator Clara Shih brings jointly robust new insights, most sensible practices, and easy-to-use “To Do” lists full of confirmed options from real-world case stories. Writing for marketers and company execs throughout advertising and marketing, revenues, carrier, product improvement, and recruiting, Shih demonstrates the right way to movement from tactical, reactive use of social networks towards strategic, proactive approaches–and the way to competently degree luck. This variation provides vast new assurance, together with hands-on concepts for hypertargeting, enticing buyers via Twitter and LinkedIn, leveraging altering social norms, and lots more and plenty extra. You’ll additionally locate greater than 3 dozen visitor contributions from world-class specialists resembling writer Don Tapscott and Harvard enterprise university professor Mikolaj Piskorski, in addition to a brand-new bankruptcy on customer support and aid, today’s fastest-growing quarter of industrial social networking. Shih has even extra new chapters concerned about recommendation for small companies, healthcare and schooling companies, nonprofits, and political campaigns–making this the only integral social networking consultant for each association!
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Extra info for The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovate (2nd Edition)
With so many different platforms emerging, developers faced a difficult decision: Tie your destiny to one (or a handful of ) social networking platform(s), or rewrite your application a dozen times to run on all of them. The developer community began to call for industry standards. From the Library of Kerri Ross 38 Pa r t I A B r i e f H i s to r y o f S o c i a l M e d i a In autumn of 2007, product managers at Google responded. They led an effort, called OpenSocial, to define a set of open source social APIs that could work across any social networking site or other Web site.
Have been using behavioral targeting for nearly a decade to serve up ads and content deemed relevant for a user based on her past activity, such as sites visited, length of visit, clicked ads, and purchases. DoubleClick (acquired by Google) has been a leading driver of cookie-based ad targeting. Recently, companies such as Tacoda (acquired by AOL), Revenue Science, Front Porch, NebuAd, and Phorm have revived these techniques for use by broadband Internet service providers, who have access to far greater amounts of Web activity data because they process all site traffic for their users versus only a subset of participating sites.
Another example comes from FamilyLink, a genealogy database company that provides ancestry tracking tools to 17,000 or so subscribers. FamilyLink developed a Facebook app, We’re Related, that lets people show whom on Facebook they are related to and create family tree visualizations. In just several months, over six million Facebook members have signed up for We’re Related, allowing FamilyLink to promote its brand to a far greater audience than its original customer base. Chapter 9,“Get Your Message Across,” describes in detail when companies should consider investing in social networking apps and the options for doing so.
The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovate (2nd Edition) by Clara Shih