The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff

The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff

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Prentice Hall
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The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff

“People in all demographics and regions of the world are more connected than ever before to the products, issues, places, and individuals in their lives. This book recognizes that we’ve come to a place where people can represent their real identity--both personal and professional--and use the social filters on the Web to connect with the world around them.”

--Sheryl Sandberg, Chief Operating Officer, Facebook

“...A must-read for CEOs and other executives who want to understand Facebook and more importantly take the right actions to stay relevant and stay competitive.”

--David Mather, President, Hoovers, Inc.

The ‘90s were about the World Wide Web of information and the power of linking web pages. Today it’s about the World Wide Web of people and the power of the social graph. Online social networks are fundamentally changing the way we live, work, and interact. They offer businesses immense opportunities to transform customer relationships for profit: opportunities that touch virtually every business function, from sales and marketing to recruiting, collaboration to executive decision-making, product development to innovation. In The Facebook Era, Clara Shih systematically outlines the business promise of social networking and shows how to transform that promise into reality.

Shih is singularly qualified to write this book: One of the world’s top business social networking thought leaders and practitioners, she created the first business application on Facebook and leads’s partnership with Facebook. Through case studies, examples, and a practical how-to guide, Shih helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing. Shih systematically identifies your best opportunities to use social networks to source new business opportunities, target marketing messages, find the best employees, and engage customers as true partners throughout the innovation cycle. Finally, she presents a detailed action plan for positioning your company to win in today’s radically new era: The Facebook Era.

Join the

Fan the

Right this minute, more than 1.5 million people are on Facebook. They’re interacting with friends--and talking about your brands. They’re learning about your business--and providing valuable information you can use to market and sell. In the Facebook Era, you’re closer to your customers than ever before. Read this book, and then go get them!

Clara Shih offers best practices for overcoming obstacles to success, ranging from privacy and security issues to brand misrepresentation, and previews social networking trends that are just beginning to emerge--helping you get ahead of the curve and ahead of the competition, too.

  • Includes a practical 60-day action plan for positioning your company to win in the Facebook Era

  • For companies of all sizes, in all industries--and business functions ranging from marketing to operations

  • By Clara Shih, creator of Faceconnector, the first business application on Facebook

Learn how to…

  • Understand how social networking transforms our personal and professional relationships
    Why social networking will have business impact comparable to the Internet

  • Use online social networks to hypertarget your customers
    Hone in on precise audience segments and then tailor custom campaigns with powerful personal and social relevance

  • Define and implement your optimal social networking brand strategy
    Ask the right questions, set the right goals and priorities, and execute on it

  • Implement effective governance and compliance
    Understand and mitigate the risks of social networking/Web 2.0 initiatives

Product Details

ISBN-13: 9780137152223
Publisher: Prentice Hall
Publication date: 03/26/2009
Pages: 256
Product dimensions: 6.00(w) x 8.90(h) x 0.90(d)

Table of Contents

Foreword ix

Acknowledgments xii

About the Author xiv

Introduction 1

Why You're Reading This Book 2

Welcome to the Facebook Era 3

How to Use This Book 5

Part 1 A Brief History of Social Media

1 The Fourth Revolution 11

Mainframe Computing 12

The PC 14

The World Wide Web 15

The Online Social Graph 17

Empowering the End User 22

2 The Evolution of Digital Media 25

Storage and Creation 26

Media Distribution 26

The Future: Social Filtering 29

Why Facebook Is Different 34

Social Network Ecosystems 36

What the Social Graph Means for Digital Media 42

3 Social Capital from Networking Online 43

Establishing a New Category of Relationships 44

Online Interactions Supplement Offline Networking 50

Flattening Effect 52

Creating New Value from Network Effects 52

Blurring the Lines 57

Part II Transforming the Way We Do Business

4 Social Sales 61

Transforming the Sales Cycle 62

The Need for Multiple Network Structures 79

CRM-The First Social Network? 80

5 Social Network Marketing 81

Hypertargeting 82

Loyalty and Engagement 89

Social Distribution 96

Challenges and Limitations 103

6 Social Innovation 107

Concept Generation 108

Prototyping 115

Commercial Implementation 117

Continual Iteration 120

7 Social Recruiting 123

The Best Social Networks for Recruiting 124

Sourcing Candidates 126

Candidate References 134

Employer and Recruiter Reputation 135

Keeping in Touch 137

Advice for Candidates 141

Employee Poaching 141

Part III Your Step-By-Step Guide to Using Facebook for Business

8 Engage Your Customers 145

Start with Strategy and Objectives 146

Find Your Unsanctioned Communities 148

Define andEstablish Your Presence 155

9 Get Your Message Across 163

Hypersegment Your Audience 164

Choose Your Media Strategy 167

10 Build and Manage Your Relationships 181

Setting Up Your Facebook Account 181

Interacting on Facebook 187

Asking for and Providing Introductions 193

11 Corporate Governance and Strategy 195

Choosing the Right Network Model 196

Identify Key Risk Areas 198

Partner with Legal, IT, and PR 200

12 The Future of Social Business 203

The Innovator's Dilemma 204

The ROI of Social 205

Social Trends 205

What the Future Means for Doing Business 206

Final Remarks 211

A Snapshot of Top Social Networking Sites, March 2009 213

Index 223

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