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About the Book
Online social networks are funda-mentally changing the way we live,work,and interact.They offer busi-nesses immense opportunities totransform customer relationships forprofit:opportunities that touch virtu-ally every business function,fromsales and marketing to recruiting,col-laboration to executive decision-mak-ing,product development toinnovation.In
The Facebook Era
,Clara Shih sys-tematically outlines the businesspromise of social networking andshows how to transform that promiseinto reality.
ISBN-13:978-0-13-715222-3ISBN-10:0-13-715222-1
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"This book recognizes that we’ve come to a place where people can represent their realidentity—both personal and professional—and use the social filters on the Web to connectwith the world around them.”—Sheryl Sandberg,Chief Operating Officer,Facebook "Clara’s book provides brilliant insight that dissolves that fear and provides business leadersthe bottom line value to an era of innovation and collabora-tion that can only be reached byembracing Web 3.0…Clara’s vision,as the creator of the first business app on Facebook,istransforming CRM and customer service technology space.”—Dr.Natalie L.Petouhoff,Forrester Research
Contents
Foreword
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ix
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .xiiAbout the Author
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xiv
Introduction
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2Welcome to the Facebook Era
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3How to Use This Book
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Part I:A Brief History of Social Media1The Fourth Revolution
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11
Mainframe Computing
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12 The PC
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14 The World Wide Web
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15 The Online Social Graph
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17Empowering the End User
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2The Evolution of Digital Media
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Storage and Creation
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26Media Distribution
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26 The Future:Social Filtering
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29Why Facebook Is Different
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34Social Network Ecosystems
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36What the Social Graph Means for Digital Media
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3Social Capital from Networking Online
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Establishing a New Category of Relationships
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44Online Interactions Supplement Offline Networking
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50 The Flattening Effect
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52Creating New Value from Network Effects
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52Blurring the Lines
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The Facebook Era
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