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The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff
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“People in all demographics and regions of the world are more connected than ever before to the products, issues, places, and individuals in their lives. This book recognizes that we’ve come to a place where people can represent their real identity--both personal and professional--and use the social filters on the Web to connect with the world around them.”

--Sheryl Sandberg, Chief Operating Officer, Facebook

“...A must-read for CEOs and other executives who want to understand Facebook and more importantly take the right actions to stay relevant and stay competitive.”

--David Mather, President, Hoovers, Inc.

The a??90s were about the World Wide Web of information and the power of linking web pages. Today it’s about the World Wide Web of people and the power of the social graph. Online social networks are fundamentally changing the way we live, work, and interact. They offer businesses immense opportunities to transform customer relationships for profit: opportunities that touch virtually every business function, from sales and marketing to recruiting, collaboration to executive decision-making, product development to innovation. In The Facebook Era, Clara Shih systematically outlines the business promise of social networking and shows how to transform that promise into reality.

Shih is singularly qualified to write this book: One of the world’s top business social networking thought leaders and practitioners, she created the first business application on Facebook and leads’s partnership with Facebook. Through case studies, examples, and a practical how-to guide, Shih helps individuals, companies, and organizations understand and take advantage of social networks to transform customer relationships for sales and marketing. Shih systematically identifies your best opportunities to use social networks to source new business opportunities, target marketing messages, find the best employees, and engage customers as true partners throughout the innovation cycle. Finally, she presents a detailed action plan for positioning your company to win in today’s radically new era: The Facebook Era.

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Right this minute, more than 1.5 million people are on Facebook. They’re interacting with friends--and talking about your brands. They’re learning about your business--and providing valuable information you can use to market and sell. In the Facebook Era, you’re closer to your customers than ever before. Read this book, and then go get them!

Clara Shih offers best practices for overcoming obstacles to success, ranging from privacy and security issues to brand misrepresentation, and previews social networking trends that are just beginning to emerge--helping you get ahead of the curve and ahead of the competition, too.

  • Includes a practical 60-day action plan for positioning your company to win in the Facebook Era
  • For companies of all sizes, in all industries--and business functions ranging from marketing to operations
  • By Clara Shih, creator of Faceconnector, the first business application on Facebook

Learn how toa?|

  • Understand how social networking transforms our personal and professional relationships
    Why social networking will have business impact comparable to the Internet
  • Use online social networks to hypertarget your customers
    Hone in on precise audience segments and then tailor custom campaigns with powerful personal and social relevance
  • Define and implement your optimal social networking brand strategy
    Ask the right questions, set the right goals and priorities, and execute on it
  • Implement effective governance and compliance
    Understand and mitigate the risks of social networking/Web 2.0 initiatives

Customer Reviews:

  • Great book, Most practical.
    There are several books and websites which teach you how to develop applications for facebook but there aren't any resources which explain how facebook applications can be used to generate revenue. This book explains in detail how revenue can be generated by using facebook to enhance your business opportunities. The author's personal experience in creating the first business application on facebook gives this book a huge amount of credibility.

    The best thing about this book for me is the author's enthusiasm. Her belief that we are on the verge of another tech revolution is inspiring and exciting and that to me makes this book all the more worth it....more info
  • Indispensable for the startup CEO
    I'm the CEO of an internet startup that's trying to get a new product off the ground. Recently, I was at a friend's house (another startup founder) and saw The Facebook Era on his bookshelf. I picked it up and immediately thought, "I gotta read this."

    Turned out to be a great decision. This book has proven to be a timely and indispensable reference for my company as we develop our social media strategy. It's easy to get overwhelmed by the multitude of options for online promotion, but Shih boils it all down to solid advice based on clear analysis and real-world examples.

    I read a lot of business books, and often find myself frustrated by authors who spend too much time on theory. That's not the case with this one. You can tell that Shih's knowledge comes from inside a company -- rather than, say, a business school classroom... no offense to you MBAs out there! -- simply because her book is so full of actionable ideas.

    I'll be recommending The Facebook Era to my friends, both online and off....more info
  • Great information ...
    For those trying to figure out how to use Facebook as a tool to enhance business opportunities and ecommerce, this book has a lot of the answers. Really like the case studies of how actual businesses are using social networking in real life. Of course the SalesForce - Facebook app is a huge advantage for Salesforce customers ... and its free! I also found the history and in depth analysis of why Facebook is so popular for the first time explains the phenomenon in simple and understandable terms. If she is even half right in her belief that we are on the verge of another breakthrough which will be as big as was the creation of the internet, this book will have prepared you and will be worth it....more info
  • It's time to re-think everything about your business
    This book really helped me understand how social media is completely changing the way companies communicate with their customers, partners, vendors and employees. No longer a one way street, where companies blast information at everyone, companies can and need to truely communicate with their existing customers as well as their potential new customers.

    I'm a filmmaker and building an audience for a film used to cost a fortune and there was no way to really target niche audiences or develop a dialogue with potential fans. While Facebook is currently providing the most innovative social networking tools for people and businesses, it's important to understand how different social media platforms interact and enhance the overall ability of people to find, discuss and recommend products and businesses to their friends, families and associates. Clara's book really helped me see how all the pieces fit together and how social media can be used in all areas of my business, not just marketing.

    This year, I've totally reversed our marketing strategies and while we use many different social media tools that include Twitter, MySpace, a blog and a website, the hub of our activity is on Facebook. We now actively promote our Facebook Film Pages, rather than our website, because it is free, feature rich and so easy to use. It allows us to communicate everything about what we are doing during the filmmaking process and share all the behind-the-scenes activities with a growing fan base. Recently, we auditioned and cast several roles in our new film, DELIVERED. We were able to do it efficiently and with none of the normal costs involved. By the time we shoot our next film and it's ready to market, we're confident that we will have a core audience that has a vested interest in the film, because they have participated in its creation.

    So much more than a way to tell people what we're about, it's as much about listening. Where else can you get hundreds of thousands of hypertargeted advertising impressions for $5 and have people endorse your ads without you even having to ask? The Facebook Era is totally transforming business at a very rapid pace the the people who take the time to understand what it's about will be the first to reap the rewards. This book really got me excited and we're using the concepts in the book to find new ways to use social media tools every day. People are really impressed with what we're doing and if you want to understand what's happening, this book is just what you need....more info
  • An honest, useful book rooted in experience
    Clara Shih has the background, writing skills, and intelligence to write a straightforward account of social media's role in business. Unlike many so-called experts, she deals with the business issues of Facebook (and related sites) every day in her job at Salesforce.

    I first met Clara when attending a [...] event focused partially on the company's relationship with Facebook. Her perspective in person made real sense, so I conducted a podcast interview with her on my IT Failures blog at ZDNet.

    If you want to understand the range of issues associated with Facebook in business, then buy the book. It really is that good. ...more info