دانلود کتاب The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovate (2nd Edition)

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9780137085125.pdf......Page 2
Contents......Page 5
Home Page ......Page 0
Foreword......Page 8
Acknowledgments......Page 11
About the Author......Page 13
Introduction......Page 14
Why You’re Reading This Book......Page 15
Welcome to the Facebook Era......Page 16
How to Use This Book......Page 18
Part I: A Brief History of Social Media......Page 22
1 The Fourth Revolution......Page 24
Mainframe Computing......Page 25
The PC......Page 27
The World Wide Web......Page 28
The Online Social Graph......Page 30
Empowering the End User......Page 35
2 The Evolution of Digital Media......Page 38
Media Distribution......Page 39
The Future: Social Filtering......Page 42
Why Facebook Is Different......Page 47
Social Network Ecosystems......Page 49
What the Social Graph Means for Digital Media......Page 54
3 Social Capital from Networking Online......Page 56
Establishing a New Category of Relationships......Page 57
Online Interactions Supplement Offline Networking......Page 63
Creating New Value from Network Effects......Page 65
Blurring the Lines......Page 70
Part II: Transforming the Way We Do Business......Page 72
4 Social Sales......Page 74
Transforming the Sales Cycle......Page 75
The Need for Multiple Network Structures......Page 92
CRM—The First Social Network?......Page 93
5 Social Network Marketing......Page 94
Hypertargeting......Page 95
Loyalty and Engagement......Page 102
Social Distribution......Page 109
Challenges and Limitations......Page 116
6 Social Innovation......Page 120
Concept Generation......Page 121
Prototyping......Page 128
Commercial Implementation......Page 130
Continual Iteration......Page 133
7 Social Recruiting......Page 136
The Best Social Networks for Recruiting......Page 137
Sourcing Candidates......Page 139
Candidate References......Page 147
Employer and Recruiter Reputation......Page 148
Keeping in Touch......Page 150
How to Protect Against Employee Poaching......Page 154
Part III: Your Step-By-Step Guide to Using Facebook for Business......Page 156
8 Engage Your Customers......Page 158
Start with Clear Strategy and Objectives......Page 159
Find Your Unsanctioned Communities......Page 161
Define and Establish Your Presence......Page 168
9 Get Your Message Across......Page 176
Hypersegment Your Audience......Page 177
Choose Your Media Strategy......Page 180
Setting Up Your Facebook Account......Page 194
Interacting on Facebook......Page 200
Asking for and Providing Introductions......Page 206
11 Corporate Governance and Strategy......Page 208
Choosing the Right Network Model......Page 209
Identify Key Risk Areas......Page 211
Partner with Legal, IT, and PR......Page 213
12 The Future of Social Business......Page 216
The Innovator’s Dilemma......Page 217
Social Trends......Page 218
What the Future Means for Doing Business......Page 219
Final Remarks......Page 224
A: Snapshot of Top Social Networking Sites, March 2009......Page 226
A......Page 236
C......Page 237
D......Page 239
F......Page 240
H......Page 241
J......Page 242
M......Page 243
O......Page 244
Q-R......Page 245
S......Page 246
V......Page 248
X-Z......Page 249