Part 1: Why Social Networking Matters For Business
Facebook versus Twitter and Linkedln
Identity, sharing, and influence on the social web
The Importance of being customer-centric
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 2: Social Networking Across Your Organization
Sales in the Facebook era
Transforming the sales cycle
Customer service in the Facebook era
Thinking holistically about the customer experience
Five steps to successful social customer service
Calculating your cost savings
Marketing in the Facebook era
The New rules of marketing
Social distribution and word-of-mouth
Challenges and limitations
Innovation and collaboration in the Facebook era
Commercial implementation
Recruiting in the Facebook era
Which social network is best for recruiting?
Sourcing and screening candidates
Employer and recruiter reputation
Be aware of employee poaching
Part 3: Step-by-Step Guide To Social Networking For Business
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
How to: build and manage relationships on the social web
Personal versus professional identity
Interacting on Facebook and Twitter
Networking on the social web
Connecting with new people
How to: engage customers with Facebook pages and Twitter
Overview of Twitter and Facebook pages
Setting up your Facebook page
Getting (and keeping) fans
The Best of Twitter and Facebook pages
How to: advertise and promote on the social web
Building your Linkedln DirectAds campaign
Creating your Facebook ad campaign
Which attributes should you hypertarget on?
Selecting your ad creative and call to action
Typing back to your goals
Twitter's promoted tweets
Part 4: Social Networking Strategy
Advice for small business
Consider using your personal profile instead of a Facebook page
Take advantage of location targeting and geolocation
Build your sphere of influence
Consider ditching your Web site
Advice for nonprofits, healthcare, education, and political campaigns
Corporate governance, strategy, and implementation
Social media policy and processes
Social systems and technologies
The Future of social business
Social, personalized, and real time
The ROI of the social Web
Trends in the social Web.
