Includes index.

Introduction -- Part 1: Why Social Networking Matters For Business -- 1: Fourth revolution -- Today's social customer -- Facebook versus Twitter and Linkedln -- Why Facebook won -- Google buzz -- Private social networks -- Social network platforms -- Promising new era -- 2: New social norms -- Identity, sharing, and influence on the social web -- Importance of being customer-centric -- Transitive trust -- 3: How relationships and social capital are changing -- What is social capital? -- New modes of communication on the social web -- Power of weak ties -- Supplementing offline networking with online interactions -- Flattening effect -- Creating new value from network effects -- Part 2: Social Networking Across Your Organization -- 4: Sales in the Facebook era -- Transforming the sales cycle -- Social CRM -- 5: Customer service in the Facebook era -- Thinking holistically about the customer experience -- Five steps to successful social customer service -- Calculating your cost savings -- 6: Marketing in the Facebook era -- New rules of marketing -- Hypertargeting -- Social distribution and word-of- mouth -- Engagement is king -- Challenges and limitations -- 7: Innovation and collaboration in the Facebook era -- Concept generation -- Prototyping -- Commercial implementation -- Continual iteration -- 8: Recruiting in the Facebook era -- Which social network is best for recruiting? -- Sourcing and screening candidates -- Candidate references -- Employer and recruiter reputation -- Keeping in touch -- Advice for candidates -- Be aware of employee poaching -- Part 3: Step-by-Step Guide To Social Networking For Business -- 9: How to: develop your Facebook era plan and metrics -- Listening first -- Establishing the business objectives -- Defining your metrics -- Mobilizing the team -- Framing your strategy in terms of the customer -- Getting started on Facebook and Twitter -- 10: 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 -- 11: How to: engage customers with Facebook pages and Twitter -- Overview of Twitter and Facebook pages -- Setting up your Facebook page -- Getting (and keeping) fans -- Advanced best practices -- Best of Twitter and Facebook pages -- 12: 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 -- Engagement ads -- Twitter's promoted tweets -- Part 4: Social Networking Strategy -- 13: Advice for small business -- 1: Start small -- 2: Consider using your personal profile instead of a Facebook page -- 3: Take advantage of location targeting and geolocation -- 4: Build community -- 5: Build your sphere of influence -- 6: Consider ditching your Web site -- 7: Have a personality -- 8: Do some networking -- 9: Be smart about your time -- 10: Get help -- 14: Advice for nonprofits, healthcare, education, and political campaigns -- Nonprofits -- Healthcare -- Education -- Political campaigns -- 15: Corporate governance, strategy, and implementation -- Social media culture -- Social media policy and processes -- Social systems and technologies -- 16: Future of social business -- Social, personalized, and real time -- ROI of the social Web -- Trends in the social Web -- Final remarks.