The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff
Not since “Groundswell” has there been such a thorough compilation of history, information and actual strategic advice on how to leverage the power of social media for your business.
“The Facebook Era: Tapping Online Social Networks to Build Better Products, and Sell More Stuff” is the latest book I received, authored by Clara Shih. And it is amazing.
I know, I sound excited about this book. Let me tell you why. Often authors or publishers send me books. It’s not uncommon for books to show up on my doorstep a couple times a week. I take the books that come and put them on a rather large pile in my office. I read them and then write reviews of the ones that I think you guys will appreciate the most.
As you know, I’ve reviewed several social media books that I’ve recommended for the beginner previously here. But all those beginner level books left me wondering about the rest of us.
What about those of us who have embraced social media and just wanted a little more meat … a little more history … a little more guidance about how to leverage these powerful tools in our business? Well, this week I’ve chosen “The Facebook Era” to answer that question.
The first thing I did was check out the back of the book for a little something about the author. At this point, I wasn’t sure if the book was for beginners or intermediates. Here’s what I found.
Clara Shih, the author, actually created Faceconnector, the first business application on Facebook. Clara is founder and CEO of Hearsay Labs, which helps brands convert their Twitter and Facebook presence into actionable engagement opportunities and measurable sales. She was also the product line director of App Exchange, the Salesforce.com marketplace and she knows her stuff. As if that wasn’t enough credibility, she’s also worked in strategy and business operations at Google and as a software developer at Microsoft. On the book jacket she invites you to follow her on Twitter and read her blog at The Facebookera.com.
OK. So now I’m getting excited. I head straight for the table of contents to see exactly what kind of stuff is in there. HOLY COW – this isn’t a business book, it’s almost like a text book! The table of contents takes up three pages and it’s got little teeny writing! Now I know I am going to get good substantive information.
The book comes in three parts:
Part I: A Brief History of Social Media.
Normally I wouldn’t be all that interested in this section, but when you consider the life experience of the author, how can you not want to read this part? Personally, I love to know and understand how things are made. I mean, I can get completely engrossed in a show about how they make Oreo cookies – so I ate this section up.
Part II: Transforming the Way We Do Business.
I wasn’t initially as excited about this section, but that was before I started reading it. There are chapters about transforming the Sales Cycle where Clara helps you to understand in more detail about how you can use social media as a sort of CRM (Customer Relationships Management) system. Then the rest of the section gets into the nitty gritty details about such things as hypertargeting; the ability of Facebook to literally drill down into demographic segments like you never dreamed was possible. I could go on, but I have another section to tell you about.
Part III: Your Step-by-Step Guide to Using Facebook for Business.
And FINALLY, the section we’ve all been waiting for how to actually use Facebook for business. I know, there are exactly 972,000 articles out there (as of this writing) with the exact phrase match of “How to use Facebook for Business.” But this is written by the woman who practically invented it. Shouldn’t we just read that section and be done with it? She tells you exactly how to engage customers, get your message across, build and manage relationships as well as corporate governance and strategy.
Just the other day I was involved in a tweet chat where people started asking for resources on how to develop a social media strategy for their business. I didn’t want to spill the beans then – but I will tell you the answer now. Pick up your copy of “The Facebook Era” and get a higher education on how to use Facebook for business.
* * * * *
About the Author: Ivana Taylor is CEO of Third Force, a strategic firm that helps small businesses get and keep their ideal customer. She’s the co-author of the book “Excel for Marketing Managers” and proprietor of DIYMarketers, a site for in-house marketers. Her blog is Strategy Stew.