Social networks are no fad. They're a permanent reality: one that offers immense 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
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Höhe: 236 mm
Breite: 158 mm
Dicke: 16 mm
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ISBN-13
978-0-13-715435-7 (9780137154357)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Juliette Powell is a social media expert and Founder of The Gathering Think Tank, Inc. (http://www.thegatheringwebsite.com), an innovation forum that connects technology, media, entertainment, and business communities.
Her decade long career began as a teenager, working in live broadcast television and naturally expanded into interactive/new media content and formats, bolstered by a lifelong interest in people and community-building.
With her deep knowledge of the people and technologies at the forefront of social media, Powell, a serial entrepreneur, has gained a solid reputation for discovering the latest developments and distilling their social and business implications. Her consulting services have been employed by corporate, government, and new media organizations, including Red Bull, Mozilla, Microsoft, Compaq, Trump International, Nokia, the United Nations, the Department of Justice, Paltalk, and Rocketboom.
She has served as a guest speaker at MIT's Innovation Forum, NYU's Interactive Technology Program, and the Producer's Guild of America's New Media Council. She has also assisted in the production of the world-renowned Technology, Entertainment, and Design (TED) Conference. Powell began her career as a television host, producer, and founder of Powell International Entertainment, Inc. (PIE, Inc.), an integrated media production and development company that produced special reports with newsmakers such as Nelson Mandela, Prince Charles, Sir Richard Branson, Steven Spielberg, and Tom Cruise. She also worked on projects with The Biography Channel, Women's Entertainment Television, E! Entertainment Television, Cirque du Soleil, and Bravo. Most recently, Powell created Canada's first cross-platform interactive show designed for TV, Internet, radio, and mobile applications.
Juliette is a dual citizen who lives in Manhattan, NY and maintains a residence in Montreal, Canada.
For more information about the author, visit juliettepowell.com
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
