Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been printed with initial capital letters or in all capitals.

The author and publisher have taken care in the preparation of this book, but make no expressed or implied warranty of any kind and assume no responsibility for errors or omissions. No liability is assumed for incidental or consequential damages in connection with or arising out of the use of the information or programs contained herein.

The publisher offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales, which may include electronic versions and/or custom covers and content particular to your business, training goals, marketing focus, and branding interests. For more information, please contact:

U. S. Corporate and Government Sales
(800) 382-3419
[email protected]

For sales outside the United States, please contact:

International Sales
[email protected]

Visit us on the Web: informit.com/ph

Library of Congress Cataloging-in-Publication Data:

Shih, Clara Chung-wai.

The facebook era :tapping online social networks to market, sell, and innovate / Clara Shih. — 2nd ed.
p. cm.

ISBN-13: 978-0-13-708512-5 (pbk.: alk. paper)
ISBN-10:0-13-708512-5
1. Business enterprises—Computer networks. 2. Online social networks. 3. Facebook (Electronic resource) I. Title.
HD30.37. S49 2011
658.8’72—dc22

2010017030

Copyright © 2011 Pearson Education, Inc.

All rights reserved. Printed in the United States of America. This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. For information regarding permissions, write to:

Pearson Education, Inc.
Rights and Contracts Department
501 Boylston Street, Suite 900
Boston, MA 02116
Fax (617) 671 3447

ISBN-13: 978-0-137-08512-5
ISBN-10: 0-137-08512-5
Text printed in the United States on recycled paper at R. R. Donnelley in Crawfordsville, IN.
First printing July 2010

Editor-in-Chief:
Mark Taub

Acquisitions Editor:
Trina MacDonald

Development Editor:
Michael Thurston

Managing Editor:
Kristy Hart

Project Editor:
Anne Goebel

Copy Editor:
Krista Hansing
Editorial Services, Inc.

Senior Indexer:
Cheryl Lenser

Proofreader:
Apostrophe Editing Services

Technical Reviewers:
Derek Overbey, Benjamin
Schupak, Steven Sieck

Publishing Coordinator:
Olivia Basegio

Interior Designer:
Gloria Schurick

Cover Designer:
Anne Jones