Contents
Part I Why Social Networking Matters for Business
Facebook Versus Twitter and LinkedIn
Identity, Sharing, and Influence on the Social Web
The Importance of Being Customer-Centric
3 How Relationships and Social Capital Are Changing
New Modes of Communication on the Social Web
Supplementing Offline Networking with Online Interactions
Creating New Value from Network Effects
Part II Social Networking Across Your Organization
5 Customer Service in the Facebook Era
Thinking Holistically About the Customer Experience
Five Steps to Successful Social Customer Service
6 Marketing in the Facebook Era
Social Distribution and Word-of-Mouth
7 Innovation and Collaboration in the Facebook Era
8 Recruiting in the Facebook Era
Which Social Network Is Best for Recruiting?
Sourcing and Screening Candidates
Employer and Recruiter Reputation
Part III Step-by-Step Guide to Social Networking for Business
9 How To: Develop Your Facebook Era Plan and Metrics
Establishing the Business Objectives
Framing Your Strategy in Terms of the Customer
Getting Started on Facebook and Twitter
10 How To: Build and Manage Relationships on the Social Web
Personal Versus Professional Identity
Interacting on Facebook and Twitter
11 How To: Engage Customers with Facebook Pages and Twitter
Overview of Twitter and Facebook Pages
The Best of Twitter and Facebook Pages
12 How To: Advertise and Promote on the Social Web
Building Your LinkedIn DirectAds Campaign
Creating Your Facebook Ad Campaign
Which Attributes Should You Hypertarget On?
Selecting Your Ad Creative and Call to Action
Part IV Social Networking Strategy
2. Consider Using Your Personal Profile Instead of a Facebook Page
3. Take Advantage of Location Targeting and Geolocation
5. Build Your Sphere of Influence
6. Consider Ditching Your Web Site
14 Advice for Nonprofits, Healthcare, Education, and Political Campaigns
15 Corporate Governance, Strategy, and Implementation
Social Media Policy and Processes
Social Systems and Technologies
16 The Future of Social Business