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The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovate (2nd Edition) Paperback – July 21, 2010
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From the Back Cover
""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!
About the Author
¿Clara Shih is Chief Executive Officer of Hearsay Social, a rapidly growing Silicon Valley technology company whose leading social marketing platform is used by large global brands including Farmers Insurance and 24 Hour Fitness to manage their corporate and local Facebook, Twitter, LinkedIn, and Google+ Pages.
¿Shih is a pioneer in the technology industry, as an engineer, celebrated author, thought leader and successful technology entrepreneur. Shih has been named one of FORTUNE's Most Powerful Women Entrepreneurs of 2011, one of Fast Company's Most Influential People in Technology, and one of Businessweek's Top Young Entrepreneurs. She brings a wealth of experience from previous technology, product, and marketing positions at Google, Microsoft, and Salesforce.com.
¿In 2007, Shih developed the first business application on Facebook called Faceconnector, and subsequently authored The New York Times-featured bestseller, The Facebook Era: Tapping Social Networks to Market, Sell, and Innovate, which has been translated in nine languages and is used as a marketing textbook at Harvard Business School.
¿Shih holds BS and MS degrees from Stanford University, as well as an MS from Oxford. She also serves as an advisor for Good Karma (formerly Camp Amelia), a non-profit she founded which develops and funds technology education programs, curriculum, and software for developing countries in Africa and the Middle East.
¿Additionally, Clara was appointed to the Board of Directors of Starbucks Corporation (Nasdaq:SBUX) in December 2011. See here: http://news.starbucks.com/article_display.cfm?article_id=602
Top customer reviews
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So if that seems interesting to you, buy this book. To me it seemed a bit too much fluff.
Contrary to what the title suggests, the author provides background on Facebook, LinkedIn, and Twitter. Each has its own characteristics and abilities. You will better understand all of them after reading this book.
You will learn that the Facebook community is actually a very business-friendly environment. Did you know that a lot of small businesses are letting go of their web site? In many respects, Facebook provides more capabilities that are easier, faster, and far cheaper to use than a web site. For many businesses, a web site might not be needed anymore.
What is going on in social media now? How do you reach your audience through social media, whether it is customers, potential employees, or people that might love to join your social cause? How could you put together a strategy to use social media to further your business or nonprofit or recruiting goals? This book can help you answer those questions and develop your strategy.
The last few chapters provide some special insight for small businesses and nonprofits along with ideas to ponder for successfully implementing policies and processes.
Finally, if you're still thinking "I invented the Internet. I don't need to read this!", try the following questions to test your knowledge:
-On average, how many minutes do its users spend on Facebook per day?
-What is Hypertargeting and what are its benefits?
-What does social science research say about the impact of social networking on the strength of people's real-life networks and psychological well-being?
-How do your kids think differently about privacy than you do? Why?
-How can you create a private, secure social network for non-profit or religious group?
Read this book cover to cover, and trust me, you will gain a font of interesting, useful and unexpected knowledge.
Most recent customer reviews
It should be clear from the outset that I am reviewing the 2011 (second edition) of this book, not the first.Read more