Social Strategy
How We Profit from Social Media
(Sprache: Englisch)
Almost no one had heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than 1 billion users and account for almost 25 percent of Internet use. Practically overnight, social media seems indispensable to our...
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Klappentext zu „Social Strategy “
Almost no one had heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than 1 billion users and account for almost 25 percent of Internet use. Practically overnight, social media seems indispensable to our lives--from friendship and dating to news and business. So just what does social media give us that we can't get offline? Answering that question is the key to making social media work for any business, argues Mikolaj Piskorski, one of the world's leading experts on the business of social media. In A Social Strategy, he provides the most convincing answer yet, one backed by original research, data, and case studies from companies such as Nike and American Express. Groundbreaking and important, A Social Strategy provides not only a broad, data-driven explanation for the explosion of social media but also an invaluable, concrete road map for any company that wants to tap the marketing potential of this remarkable phenomenon.
Inhaltsverzeichnis zu „Social Strategy “
Preface vii 1. The Arc of the Book 1 2. Social Failures and Social Solutions 9 3. "Meet" Solutions: eHarmony and OkCupid 25 4. "Meet" Solution: Twitter 49 5. "Friend" Solutions: Facebook and mixi 68 6. "Meet" and "Friend" Solutions: LinkedIn and Friendster 90 7. "Meet" and "Friend" Solution: MySpace 120 8. Social Strategies 137 9. Social Strategy at Zynga 151 10. Social Strategy at Yelp 170 11. Social Strategy at American Express 184 12. Social Strategy at Nike 205 13. Building Social Strategy at XCard and Harvard Business Review 220 14. Conclusions 249 Acknowledgments 257 Notes 259 References 263 Index 267
Autoren-Porträt von Mikolaj J. Piskorski
Mikolaj Jan ("Misiek") Piskorski is associate professor of business administration and the Richard Hodgson Fellow in the Strategy Unit at Harvard Business School. His writing has appeared in the Harvard Business Review, among other publications, and he has written the Harvard Business School Cases on many social media platforms, including Facebook, Twitter, Foursquare, and MySpace.
Bibliographische Angaben
- Autor: Mikolaj J. Piskorski
- 2014, 288 Seiten, 15 Abbildungen, Maße: 16,7 x 24,1 cm, Gebunden, Englisch
- Verlag: Princeton University Press
- ISBN-10: 0691153396
- ISBN-13: 9780691153391
- Erscheinungsdatum: 25.05.2014
Sprache:
Englisch
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