Truth About Profiting from Social Networking


“An essential, enlightening guide to an area rapidly expanding beyond garish MySpace pages into an essential business component. This is a vital reference at just the right time!”

Mark A. Kellner, “On Computers” Columnist, The Washington Times

"Smart business people are using social networking to support their marketing and overall business strategies. But it is hard to do it right without understanding both social networks and the community norms you’ll find there. Rutledge’s book not only gives smart advice on ...

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“An essential, enlightening guide to an area rapidly expanding beyond garish MySpace pages into an essential business component. This is a vital reference at just the right time!”

Mark A. Kellner, “On Computers” Columnist, The Washington Times

"Smart business people are using social networking to support their marketing and overall business strategies. But it is hard to do it right without understanding both social networks and the community norms you’ll find there. Rutledge’s book not only gives smart advice on how to navigate those waters, but does so with examples that are easy to understand and translate for use in your business."

Jason Falls, Social Media Explorer Blog

"This book could help your business make money and sales using social networking. From using MySpace and Facebook to using an internal social networking system, it covers it all."

Linda Roeder, Social Networking Weblog, and Personal Web Pages Guide,

"Social media takes community effort. As such, networking is of utmost importance on social networking sites. To become a successful contributor, you need to be a team player. Don't be afraid to reach out to anyone, big or small. Making that connection and maintaining that connection is critical; everything else will fall into place from there. Rutledge uncovers all the necessary skills to use these tools in this easy-to-understand book."

Tamar Weinberg, Techipedia

"Using online social networks for business and professional advancement requires more than just understanding the technology. Social networks are all about human interaction. This book provides numerous examples, ample advice, and easy-to-follow guidelines for those looking to navigate the previously uncharted waters of technology-enabled social networking."

Amanda G. Watlington, Ph.D., A.P.R., Owner, Searching for Profit

"With The Truth About Profiting from Social Networking, Rutledge provides deep insights into social networking and how to profit from its proper usage, both financially and in your career."

Allen Stern, Editor, Center Networks

"There is a right way and a wrong way to use social networks. Rutledge uncovers these truths and makes understanding the difference between them clear so you can achieve success and avoid failure."

Jason Bean, Blogger, b5media

Facebook, LinkedIn, YouTube, & beyond: “social network” your way to success, step by step!

• The truth about using social networks to supercharge your career

• The truth about building your business through social networks

• The truth about social networking privacy, safety, and security

This book reveals 50 Proven Social Networking Principles and bite-size, easy-to-use techniques that work

Social networking is one of today's hot topics, and its popularity is predicted to grow over the next decade. An integral part of the Web 2.0 strategy of online collaboration, social networks are enabling millions of people to make the most of online connections and social networking strategies.

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What People Are Saying

Mark A. Kellner
"An essential, enlightening guide to an area rapidly expanding beyond garish MySpace pages into an essential business component. This is a vital reference at just the right time!"--(Mark A. Kellner, "On Computers" Columnist, The Washington Times)
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Product Details

  • ISBN-13: 9780789737885
  • Publisher: Que
  • Publication date: 4/24/2008
  • Series: Truth About Series
  • Pages: 208
  • Product dimensions: 5.40 (w) x 8.40 (h) x 0.60 (d)

Meet the Author

Patrice-Anne Rutledge is a social media consultant, bestselling author, and Certified eMarketer (CeM). She specializes in teaching others to maximize the power of new technologies, such as social networking, blogging, podcasting, and social media, to promote their business, career, or social cause.

Patrice is the author of 25 books on technology, business, and communications for leading publishers including Pearson, Macmillan, Prentice Hall, Random House, and Ziff-Davis Press. Her most recent books include Special Edition Using Microsoft Office PowerPoint 2007 and The Web-Savvy Writer: Book Promotion with a High-Tech Twist. Her books have received strong reviews and endorsements, several awards, and have been translated into 11 languages. Patrice has also contributed hundreds of articles to magazines, newspapers, and websites around the world, including Interactive, Business Strategies, Microsoft Office Solutions, Dot-Com Builder, Small Business, Career Woman, InformIT, and ZDNet. In the corporate world, she has held senior communications management positions at leading technology firms including Oracle and PeopleSoft, where she led a team of 60 professional communicators around the world.

Patrice is a member of the eMarketing Association, Public Relations Society of America (PRSA), and the Social Media Club. She is active on several social networks--including LinkedIn, Facebook, and XING--which she credits with further developing her own career as well as increasing sales for her many books. She can be reached through her website at

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Table of Contents

Introduction xi

Part I The Truth About the Social Networking Phenomenon

Truth 1 Social networking is a lot more than MySpace and YouTube 1

Truth 2 Forget everything you think you know about social networking 7

Truth 3 The traffic stampede: numbers don’t lie 11

Truth 4 With social networking, change is the only constant 15

Part II The Truth About the Most Popular Social Networking Sites

Truth 5 MySpace isn’t just for teenagers 19

Truth 6 LinkedIn is the place for business 23

Truth 7 YouTube is for profit, not just play 27

Truth 8 Facebook extends beyond the collegiate crowd 31

Part III The Truth About Finding a Job Through Social Networking

Truth 9 Forget the old rules of the job search 35

Truth 10 Throw away your traditional resume 39

Truth 11 If you want to get hired, go where people are hiring 43

Truth 12 Recruiters really do want to find you 47

Truth 13 It’s who you know that counts…most of the time 51

Truth 14 Following up outside your virtual community is key 55

Part IV The Truth About Recruiting the Best Candidates Through Social Networking

Truth 15 The world of recruiting has changed forever 59

Truth 16 The best candidates are often the ones who aren’t looking 63

Truth 17 Be your own detective: finding candidates’ secrets is easier than ever 67

Truth 18 LinkedIn is the recruiter’s favorite social networking tool 71

Part V The Truth About Networking Your Way to Business Success

Truth 19 A social networking marketing plan is not a traditional marketing plan 75

Truth 20 The right kind of “socializing” can lead to big profits 79

Truth 21 Reaching key decision makers requires trust 83

Part VI The Truth About Launching a Product or Service Through Social Networking

Truth 22 The $2.2 billion tip: advertising where the crowds gather pays off 87

Truth 23 If you don’t “get” social networking, your campaign won’t work 91

Truth 24 Marketing to the MySpace generation is different 95

Truth 25 Making them hungry makes them buy 99

Truth 26 Viral videos are for business, not just fun 103

Part VII The Truth About Corporate Social Networks

Truth 27 Corporate social networking has arrived 107

Truth 28 You need to embrace the virtual water cooler 111

Truth 29 You can get something for nothing: free, open-source social networks 115

Part VIII The Truth About Social Networking for Social Causes

Truth 30 Social networking is changing the world of online fundraising 119

Truth 31 Networking for good makes good sense 123

Truth 32 Get social, get elected 127

Part IX The Truth About Social Networking Success

Truth 33 Online networking is still networking 131

Truth 34 Quality counts: more isn’t always merrier 135

Truth 35 Online branding: your profile is how the world sees you 139

Truth 36 Learning from the masters can make you a master social networker 143

Truth 37 Six degrees of separation is more than just the name of a movie 147

Truth 38 Social networking doesn’t happen in a vacuum 151

Part X The Truth About Making Connections That Count

Truth 39 Connect and reconnect: develop a network that works for you 155

Truth 40 You can never have too many friends…or can you? 159

Truth 41 You can connect with the rich and famous 163

Truth 42 You’ve got mail…but you shouldn’t always answer it 167

Part XI The Truth About Social Networking Privacy and Safety

Truth 43 Social networking makes your past an open book 171

Truth 44 You never know who is reading your profile 175

Truth 45 Knowledge is the key to safeguarding your privacy online 179

Part XII The Truth About the Future of Social Networking

Truth 46 Social networking will expand exponentially the next decade 183

Truth 47 Social networking is going mobile 187

Truth 48 Not all social networking occurs on social networking sites 191

Truth 49 Creating your own social network is easier than you think 195

Truth 50 You don’t have to follow the trends just because they’re there 199

References 203

About the Author 207

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Social networking is just one component of what's called Web 2.0, the next generation of websites and services that emphasize collaboration and connectivity. Although the experts continue to debate the exact definition of Web 2.0, one thing is certain: Social networking sites, blogs, and wikis are connecting the online world like never before. Web 2.0 has changed the way the world connects and communicates, and the evolution is continuing.

Social networking has generated a lot of buzz, media coverage, and conversation in the past few years. In spite of all this attention, however, many misconceptions remain. Social networking isn't just for the young. It now reaches a large, mainstream audience. Many popular sites report than half their visitors are over age 35. It isn't just for fun or pure socializing, either. Companies, organizations, and individuals around the world are profiting from their participation on popular social networks such as MySpace, Facebook, and LinkedIn. Social networking also isn't just for the tech-savvy. Strategy counts far more than technical skill in developing a successful social networking campaign. In this book, you learn 50 "truths" about real-world social networking and how you, too, can profit from your social networking experience.

This book is written for anyone who wants to tap the power of social networking for professional reasons. Marketers, publicists, small business owners, independent professionals, job seekers, fundraisers, and activists all can find ways to profit from strategic social networking. It's a viable business tool that opens up new ways to connect with others who can help you achieve your business goals. The goal of this book is to provide you with a solid foundation on the basics of social networking, give you some insight into future trends, and encourage you to think strategically about the best ways you can leverage the power of social networking to enhance your business, your cause, and your life.

© Copyright Pearson Education. All rights reserved.

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