Cover -- Contents -- Foreword -- Acknowledgments -- About the Author -- Introduction -- Why You're Reading This Book -- Welcome to the Facebook Era -- How to Use This Book -- Part I: A Brief History of Social Media -- 1 The Fourth Revolution -- Mainframe Computing -- The PC -- The World Wide Web -- The Online Social Graph -- Empowering the End User -- 2 The Evolution of Digital Media -- Storage and Creation -- Media Distribution -- The Future: Social Filtering -- Why Facebook Is Different -- Social Network Ecosystems -- What the Social Graph Means for Digital Media -- 3 Social Capital from Networking Online -- Establishing a New Category of Relationships -- Online Interactions Supplement Offline Networking -- The Flattening Effect -- Creating New Value from Network Effects -- Blurring the Lines -- Part II: Transforming the Way We Do Business -- 4 Social Sales -- Transforming the Sales Cycle -- The Need for Multiple Network Structures -- CRM-The First Social Network? -- 5 Social Network Marketing -- Hypertargeting -- Loyalty and Engagement -- Social Distribution -- Challenges and Limitations -- 6 Social Innovation -- Concept Generation -- Prototyping -- Commercial Implementation -- Continual Iteration -- 7 Social Recruiting -- The Best Social Networks for Recruiting -- Sourcing Candidates -- Candidate References -- Employer and Recruiter Reputation -- Keeping in Touch -- Advice for Candidates -- How to Protect Against Employee Poaching -- Part III: Your Step-By-Step Guide to Using Facebook for Business -- 8 Engage Your Customers -- Start with Clear Strategy and Objectives -- Find Your Unsanctioned Communities -- Define and Establish Your Presence -- 9 Get Your Message Across -- Hypersegment Your Audience -- Choose Your Media Strategy -- 10 Build and Manage Your Relationships -- Setting Up Your Facebook Account -- Interacting on Facebook.

Asking for and Providing Introductions -- 11 Corporate Governance and Strategy -- Choosing the Right Network Model -- Identify Key Risk Areas -- Partner with Legal, IT, and PR -- 12 The Future of Social Business -- The Innovator's Dilemma -- The ROI of Social -- Social Trends -- What the Future Means for Doing Business -- Final Remarks -- A: Snapshot of Top Social Networking Sites, March 2009 -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K-L -- M -- N -- O -- P -- Q-R -- S -- T -- U -- V -- W -- X-Z.

This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.Every decade since the advent of computing there has been a disruptive innovation tha.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.