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You are here: Home > Business books > Book02. Business Social Networking part 1 - cultural and historical perspective ISBN 9781493747498 2013-11-18

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This book is based on two drafts/concepts (on social networking and marketing, and social networking and security) that I had registered with WGA in 2008, before giving a non-exclusive license to part of the material to contribute to a marketing book, and preparing to contribute to a book on networking (technology and methods; eventually my participation was scuttled), extensively revised and updated in 2013.

Focus: social media, communication, marketing, business, security, social change

If you buy the printed version, the Kindle edition (same content, reformatted for Kindle) is free.

This book can be read online for free on Slideshare.net/robertolofaro

Low-cost printed edition available on Amazon (available worldwide, please check with your local Amazon website for local shipping)

(book published on 2013-11-18)

CONTENTS

Prologue ... iv
Acknowledgements & Rationale ... vii

1. Introduction ... xi
1.1. Social network basics (not just online!) ... xiv
1.2. Examples of marketing uses of previous social networks ... xix
1.3. Why online social networks are different ... xxi
1.4. Of (online) ways and means ... xxxviii
1.5. Willing or not, your business will be online ... xxxix

2. The Business of Social Networking ... 41
2.1. Communication channels ... 43
2.2. Securing a technology ... 44
2.3. A new framework ... 47
2.4. A practical approach ... 48
2.5. Keypoints ... 49

3. Social Marketplace ... 50
3.2. What are social network services for? ... 58
3.3. What's the audience of a social network? ... 60
3.4. Early and recent business users ... 62

4. Why and How - Signposts ... 64
4.1. Bottom-line reasons ... 66
4.2. Integration within your marketing strategies ... 68
4.3. How to target their audience: guidelines ... 72
4.4. Getting on board: a checklist ... 74
4.5. Joining them or... joining them? ... 76

5. History and Future ... 80
5.1. Yesterday (in 2008) ... 82
5.2. Coming soon ... 83

A. Suggested readings ... 86