| OverviewThis is the Safari online edition of the printed book.
Every decade since the advent of computing
there has been a disruptive innovation that fundamentally
transforms business: mainframe computing in the 1970s, the PC in
the 1980s, and the Internet in the 1990s. Online social networks -
such as Facebook, LinkedIn, and MySpace - are this decade's
revolution, and will forever change the way you market, sell, and
innovate.
The Facebook Era is here, and whether
you're in sales, marketing, business development, HR, or another
role, online social networks will completely transform the way you
run your business. More than ever, organizations will function,
fail, or prosper based on the relationships and social capital
between its customers, partners, vendors, employees, and
executives. Leaders who can understand, navigate, and take
advantage of this new socially networked world will gain a
tremendous competitive advantage. This book explores the phenomenon
of enterprise social networking and the steps everyone from the CEO
down to the entry-level information worker must take to win in the
Facebook Era.
Editorial ReviewsProduct Description“People in all demographics and regions of the world are more connected than ever before to the products, issues, places, and individuals in their lives. This book recognizes that we’ve come to a place where people can represent their real identity--both personal and professional--and use the social filters on the Web to connect with the world around them.” --Sheryl Sandberg, Chief Operating Officer, Facebook “...A must-read for CEOs and other executives who want to understand Facebook and more importantly take the right actions to stay relevant and stay competitive.” --David Mather, President, Hoovers, Inc. The ‘90s were about the World Wide Web of information and the power of linking web pages. Today it’s about the World Wide Web of people and the power of the social graph. Online social networks are fundamentally changing the way we live, work, and interact. They offer businesses immense opportunities to transform customer relationships for profit: opportunities that touch virtually every business function, from sales and marketing to recruiting, collaboration to executive decision-making, product development to innovation. In The Facebook Era, Clara Shih systematically outlines the business promise of social networking and shows how to transform that promise into reality. Shih is singularly qualified to write this book: One of the world’s top business social networking thought leaders and practitioners, she created the first business application on Facebook and leads salesforce.com’s partnership with Facebook. Through case studies, examples, and a practical how-to guide, Shih helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing. Shih systematically identifies your best opportunities to use social networks to source new business opportunities, target marketing messages, find the best employees, and engage customers as true partners throughout the innovation cycle. Finally, she presents a detailed action plan for positioning your company to win in today’s radically new era: The Facebook Era. Join the conversation--www.thefacebookera.com. Fan the book--www.facebook.com/thefacebookera. Right this minute, more than 1.5 million people are on Facebook. They’re interacting with friends--and talking about your brands. They’re learning about your business--and providing valuable information you can use to market and sell. In the Facebook Era, you’re closer to your customers than ever before. Read this book, and then go get them! 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 -
By Clara Shih, creator of Faceconnector, the first business application on Facebook Learn how to… -
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 |
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Reader Reviews From Amazon (Ranked by 'Helpfulness') Average Customer Rating: based on 29 reviews. A book that helps you understand how to take advantage of today's tools, 2009-06-19 Reviewer rating: I am a so-called Generation X'er, which means I am comfortable around computers but may not be as adept as subsequent generations. Like many others, I knew that the world of networking and communicating with others was rapidly changing, and that there must be a way to use the great technology out there (like LinkedIn, Facebook, [...]to advantage. The Facebook Era helps you understand that very question in a simple and understandable way. Shih is not only insightful in her lessons but a great writer as well. She allows readers to understand the power of today's technology and how to use that power to one's advantage, even if the reader is a Generation X'er like me. | It's time to re-think everything about your business, 2009-05-30 Reviewer rating: This book really helped me understand how social media is completely changing the way companies communicate with their customers, partners, vendors and employees. No longer a one way street, where companies blast information at everyone, companies can and need to truely communicate with their existing customers as well as their potential new customers.
I'm a filmmaker and building an audience for a film used to cost a fortune and there was no way to really target niche audiences or develop a dialogue with potential fans. While Facebook is currently providing the most innovative social networking tools for people and businesses, it's important to understand how different social media platforms interact and enhance the overall ability of people to find, discuss and recommend products and businesses to their friends, families and associates. Clara's book really helped me see how all the pieces fit together and how social media can be used in all areas of my business, not just marketing.
This year, I've totally reversed our marketing strategies and while we use many different social media tools that include Twitter, MySpace, a blog and a website, the hub of our activity is on Facebook. We now actively promote our Facebook Film Pages, rather than our website, because it is free, feature rich and so easy to use. It allows us to communicate everything about what we are doing during the filmmaking process and share all the behind-the-scenes activities with a growing fan base. Recently, we auditioned and cast several roles in our new film, DELIVERED. We were able to do it efficiently and with none of the normal costs involved. By the time we shoot our next film and it's ready to market, we're confident that we will have a core audience that has a vested interest in the film, because they have participated in its creation.
So much more than a way to tell people what we're about, it's as much about listening. Where else can you get hundreds of thousands of hypertargeted advertising impressions for $5 and have people endorse your ads without you even having to ask? The Facebook Era is totally transforming business at a very rapid pace the the people who take the time to understand what it's about will be the first to reap the rewards. This book really got me excited and we're using the concepts in the book to find new ways to use social media tools every day. People are really impressed with what we're doing and if you want to understand what's happening, this book is just what you need. | An excellent overview of how Facebook and other social networks affect your business, 2009-05-18 Reviewer rating: If you are looking for one book to understand how Facebook and social networks affect your business, this is a great one! | Shih's Got Game! The Facebook Era, 2009-05-13 Reviewer rating: The loose relationships that bind social network users are a one of the most valuable commodities of Facebook, according to Clara Shih, author of The Facebook Era.
As individuals, Shih contends that we have two sources of personal competitive advantage: human capital and social capital. The former is the natural talents, characteristics and abilities of an individual. The later is the ability to leverage relationships with others to get things done.
According to Shih, the weak social ties created by social networks build social capital and drive an informal, but powerful, quid-pro-quo social exchange. "Individuals with greater social capital close more deals, are better respected and get higher-ranking jobs," Shih said. "Online social networks offer access to social capital, empowering those who are well connected with private information, diverse skill sets, and others' energy and attention."
Online social networks make it EASIER TO ASK FOR FAVORS and HARDER TO DENY OTHERS' REQUESTS. As a result, according to Shih, weak ties carry the greatest amount of social capital. They are low maintainence and high value.
Read this entire review at: http://socialmeteor.com/2009/05/13/shihs-got-game-the-facebook-era/ | An honest, useful book rooted in experience, 2009-04-29 Reviewer rating: Clara Shih has the background, writing skills, and intelligence to write a straightforward account of social media's role in business. Unlike many so-called experts, she deals with the business issues of Facebook (and related sites) every day in her job at Salesforce.
I first met Clara when attending a [...] event focused partially on the company's relationship with Facebook. Her perspective in person made real sense, so I conducted a podcast interview with her on my IT Failures blog at ZDNet.
If you want to understand the range of issues associated with Facebook in business, then buy the book. It really is that good. |
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