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Full Description
Social networks are no fad. They're a permanent realityimmense opportunities to smart, innovative businesses. Now, top social networking consultant Juliette Powell reveals how dozens of innovators are driving real ROI through social networks-and how you can, too. Powell's wide-ranging research, including coverage on Barack Obama's successful online strategy in his bid for the presidency, focuses on technology, media and gaming companies, leaders in fashion, beauty, publishing, finance, retail, event planning, and beyond. These powerful narratives illuminate the reality of doing business on today's social networks as never before. Through them, Powell introduces new best practices, shows how to avoid crucial pitfalls, and helps you prepare for the newest trends in online social networking. Drawing on the latest research, Powell connects the dots, uncovering the human dynamics and patterns that consistently underlie successful social networking initiatives. Along the way, she offers practical tools and advice for optimizing every stage of your own social networking initiative-from planning through measurement, and beyond.* Getting on, getting started, and making social networks work for you Defining and implementing your optimal social networking strategy * Leveraging the amazing power of the microcelebrity Achieving worldwide impact in the niche that matters to you * Transforming social and cultural capital into financial capital Be generous, build your trusted personal network-and discover all you get in return * Profiting from the knowledge you never knew you had Opening your organization's own social networking channels- inside and out
Contents
Chapter 1 The Power of Social Networks 2 Chapter 2 Getting On and Getting Started 16 Chapter 3 Making Social Networks Work for You 30 Chapter 4 The Strength of the Microcelebrity 42 Chapter 5 The Need for Authenticity 52 Chapter 6 The Feedback Loop 62 Chapter 7 Social Capital -->Cultural Capital-->Financial Capital 74 Chapter 8 Virality and Communities: Opportunities in Distribution 86 Chapter 9 Crowdsourcing and Cocreating: Opportunities in Production 100 Chapter 10 Opening the Channels, Inside and Out: Opportunities in Communication 112 Chapter 11 Success Is Where You Find It 122 Glossary 132 Index 142
