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

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Prentice Hall, Mar 12, 2009 - Business & Economics - 256 pages
8 Reviews
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“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’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

Fan the

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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LibraryThing Review

User Review  - nzwaneveld - LibraryThing

Many companies actively use online social networks such as MySpace, Facebook, Friendster, and LinkedIn to increase sales, improve public relations, gain market research data, reach customers, offer ... Read full review

LibraryThing Review

User Review  - lorenz347 - LibraryThing

Text full of ideas, is a pratical guide to socials networks. Easily to reading, almost all of aspects of Facebook are treated in clear manner. Examples are numerous, most of attention is centrated to ... Read full review


Transforming the Way We Do Business
Your StepByStep Guide to Using Facebook for Business
Snapshot of Top Social Networking Sites March 2009

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About the author (2009)

Clara Shih is the creator of Faceconnector (formerly Faceforce), the first business application on Facebook. In addition, Clara is the product line director of AppExchange,’s online marketplace for business Software-as-a-service applications built by third-party developers and ISVs. (Editor’s note: Upon completing this book, Clara has created a new role and team at focused on enterprise social networking alliances and product strategy.) Previously, Clara worked in strategy and business operations at Google, and before that as a software developer at Microsoft. She is the founder and serves on the board of directors of Camp Amelia Technology Literacy Group, an East Palo Alto, California-based 501(c)(3) nonprofit that develops and distributes technology education software and curriculum. Clara holds B.S. and M.S. degrees in economics and computer science from Stanford, and has a master’s degree in Internet studies from Oxford, where she studied as a United States Marshall Scholar. Clara is a frequently invited speaker at social media conferences around the world, including Web 2.0 Expo, Enterprise 2.0, Netgain, Social Ad Summit, and the Social Networking Conference.

Clara’s first book, Using New Media, was commissioned by UNESCO to help teachers, parents, and school administrators in developing countries use digital media to adopt best practices and distribute high-quality content and curriculum. Clara is an immigrant to the United States from Hong Kong and learned English as a second language.

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