The Facebook Era

Foreword xi Acknowledgments xiii About the Author xvi Introduction 1 Part I Why Social Networking Matters for Business 1 The Fourth Revolution 11 Today's Social Customer 14 Facebook Versus Twitter and LinkedIn 17 Why Facebook Won 20 Google Buzz 21 Private Social Networks 22 Social Network Platforms 23 A Promising New Era 29 2 The New Social Norms 31 Identity, Sharing, and Influence on the Social Web 31 The Importance of Being Customer-Centric 40 Transitive Trust 42 3 How Relationships and Social Capital Are Changing 45 What Is Social Capital? 46 New Modes of Communication on the Social Web 48 The Power of Weak Ties 50 Supplementing Offline Networking with Online Interactions 56 The Flattening Effect 58 Creating New Value from Network Effects 58 Part II Social Networking Across Your Organization 4 Sales in the Facebook Era 67 Transforming the Sales Cycle 69 Social CRM 85 5 Customer Service in the Facebook Era 91 Thinking Holistically About the Customer Experience 92 Five Steps to Successful Social Customer Service 95 Calculating Your Cost Savings 105 6 Marketing in the Facebook Era 109 The New Rules of Marketing 110 Hypertargeting 111 Social Distribution and Word-of-Mouth 118 Engagement Is King 126 Challenges and Limitations 131 7 Innovation and Collaboration in the Facebook Era 135 Concept Generation 136 Prototyping 145 Commercial Implementation 148 Continual Iteration 153 8 Recruiting in the Facebook Era 159 Which Social Network Is Best for Recruiting? 160 Sourcing and Screening Candidates 164 Candidate References 171 Employer and Recruiter Reputation 173 Keeping in Touch 174 Advice for Candidates 177 Be Aware of Employee Poaching 178 Part III Step-by-Step Guide to Social Networking for Business 9 How To: Develop Your Facebook Era Plan and Metrics 183 Listening First 183 Establishing the Business Objectives 184 Defining Your Metrics 187 Mobilizing the Team 190 Framing Your Strategy in Terms of the Customer 192 Getting Started on Facebook and Twitter 192 10 How To:

' 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