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

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. 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.