Clara Shih, named one of Fast Company's Most Influential Women in Technology, is CEO and founder of Hearsay Labs--a provider of social CRM software for companies to identify and engage customers across Facebook, Twitter, and other social sites. In 2007, Shih kicked off the "social CRM" movement with her Faceconnector application, the first business application on Facebook. Previously, Shih was a marketing and alliances executive at Salesforce.com, where she led partnerships with Facebook and LinkedIn. She has also worked in corporate strategy and software development at Google and Microsoft. Shih holds Bachelor's and Master's degrees in Computer Science and Economics from Stanford, and a Master's degree in Internet Studies from Oxford, where she studied as a United States Marshall Scholar. She is a frequent keynote speaker at global events ranging from AlwaysOn to Web 2.0 Expo. Follow Clara on Twitter at @clarashih!

Foreword xi Acknowledgments xiii About the Author xvi Introduction 1 Part I Why Social Networking Matters for Business 1 The Fourth Revolution 11 Today's Social Customer 14 Facebook Versus Twitter and LinkedIn 17 Why Facebook Won 20 Google Buzz 21 Private Social Networks 22 Social Network Platforms 23 A Promising New Era 29 2 The New Social Norms 31 Identity, Sharing, and Influence on the Social Web 31 The Importance of Being Customer-Centric 40 Transitive Trust 42 3 How Relationships and Social Capital Are Changing 45 What Is Social Capital? 46 New Modes of Communication on the Social Web 48 The Power of Weak Ties 50 Supplementing Offline Networking with Online Interactions 56 The Flattening Effect 58 Creating New Value from Network Effects 58 Part II Social Networking Across Your Organization 4 Sales in the Facebook Era 67 Transforming the Sales Cycle 69 Social CRM 85 5 Customer Service in the Facebook Era 91 Thinking Holistically About the Customer Experience 92 Five Steps to Successful Social Customer Service 95 Calculating Your Cost Savings 105 6 Marketing in the Facebook Era 109 The New Rules of Marketing 110 Hypertargeting 111 Social Distribution and Word-of-Mouth 118 Engagement Is King 126 Challenges and Limitations 131 7 Innovation and Collaboration in the Facebook Era 135 Concept Generation 136 Prototyping 145 Commercial Implementation 148 Continual Iteration 153 8 Recruiting in the Facebook Era 159 Which Social Network Is Best for Recruiting? 160 Sourcing and Screening Candidates 164 Candidate References 171 Employer and Recruiter Reputation 173 Keeping in Touch 174 Advice for Candidates 177 Be Aware of Employee Poaching 178 Part III Step-by-Step Guide to Social Networking for Business 9 How To: Develop Your Facebook Era Plan and Metrics 183 Listening First 183 Establishing the Business Objectives 184 Defining Your Metrics 187 Mobilizing the Team 190 Framing Your Strategy in Terms of the Customer 192 Getting Started on Facebook and Twitter 192 10 How To: Build and Manage Relationships on the Social Web 197 Personal Versus Professional Identity 197 Interacting on Facebook and Twitter 202 Networking on the Social Web 208 Connecting with New People 210 11 How To: Engage Customers with Facebook Pages and Twitter 215 Overview of Twitter and Facebook Pages 217 Setting Up Your Facebook Page 222 Getting (and Keeping) Fans 228 Advanced Best Practices 235 The Best of Twitter and Facebook Pages 244 12 How To: Advertise and Promote on the Social Web 251 Building Your LinkedIn DirectAds Campaign 252 Creating Your Facebook Ad Campaign 258 Which Attributes Should You Hypertarget On? 266 Selecting Your Ad Creative and Call to Action 267 Tying Back to Your Goals 268 Engagement Ads 270 Twitter's Promoted Tweets 275 Part IV Social Networking Strategy 13 Advice for Small Business 279 1. Start Small 279 2. Consider Using Your Personal Profile Instead of a Facebook Page 281 3.Take Advantage of Location Targeting and Geolocation 282 4. Build Community 283 5. Build Your Sphere of Influence 284 6. Consider Ditching Your Web Site 285 7. Have a Personality 288 8. Do Some Networking 288 9. Be Smart About Your Time 289 10. Get Help 290 14 Advice for Nonprofits,Healthcare, Education, and Political Campaigns 293 Nonprofits 293 Healthcare 299 Education 302 Political Campaigns 306 15 Corporate Governance, Strategy, and Implementation 313 Social Media Culture 313 Social Media Policy and Processes 318 Social Systems and Technologies 327 16 The Future of Social Business 333 Social, Personalized, and Real Time 334 The ROI of the Social Web 335 Trends in the Social Web 335 Final Remarks 337 Index 339