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Socialnomics: How Social Media Transforms the Way We Live and Do Business, Revised and Updated

Book Description

Praise for Socialnomics

"It's obvious that Erik Qualman's passion is social media."

Dan Heath, New York Times bestselling coauthor of Made to Stick and Switch

"People are hot for social media . . . Erik Qualman says it's about listening first, then selling."

Forbes

"Erik Qualman has been doing his homework on the social media phenomenon."

The Huffington Post

"This is a must-read for anyone trying to leverage the social graph rather than be squashed by it."

Steve Kaufer, CEO, TripAdvisor

"You learn a lot about someone from how they treat their moms. Erik is a trustworthy guy."

Chris Brogan, New York Times bestselling author of Trust Agents and Social Media 101

"Qualman is to social media what Demming is to quality and Drucker to management."

Scott Galloway, Professor, Stern School of Business, NYU

The newly revised and updated guide to the social media revolution!

Welcome to the world of Socialnomics—where consumers and the societies they create online have profound effects on our economy and the businesses that operate within it. Online word of mouth, social search, social commerce, and the influence of peer groups are making traditional marketing strategies obsolete. As a result, we no longer have a choice on whether we do social media; the question is how well we do it.

Join Erik Qualman in Socialnomics for a fascinating look at the business implications of social media, and tap its considerable power to increase sales, cut marketing costs, and communicate directly with consumers.

Table of Contents

  1. Copyright
  2. FOREWORD
  3. ACKNOWLEDGMENTS
  4. ABOUT THIS BOOK
  5. INTRODUCTION
  6. 1. Word of Mouth Goes World of Mouth
    1. 1.1. Is Social Media Just a Fad?
    2. 1.2. Who Cares What You Are Doing?
    3. 1.3. Foreign Friends Are Not Forgotten
    4. 1.4. Search Engines and Social Media
    5. 1.5. We No Longer Search for the News—It Finds Us
    6. 1.6. Newspapers and Magazines Diminish in Power
    7. 1.7. Playboy and the Sports Illustrated Swimsuit Issue Are Stripped Down
    8. 1.8. Idaho Bloggers Are Better than New York Reporters
      1. 1.8.1. News Site A
      2. 1.8.2. Blog Site B
      3. 1.8.3. Situation
    9. 1.9. Not All Bloggers Are Bad
      1. 1.9.1. News Site A's Story
      2. 1.9.2. Jane the Blogger's Story
    10. 1.10. Free and Faster Information
    11. 1.11. A Touch of Bacon Salt on Your Social Media
    12. 1.12. Micro-Revenue Streams Huge for Social Media
    13. 1.13. Dancing Matt—Something to Chew On
    14. 1.14. Flying the Not-So-Friendly Skies
    15. 1.15. Chapter One Key Points
  7. 2. Social Media = Preventative Behavior
    1. 2.1. Staying in Touch with Your Teenagers
    2. 2.2. Preventative Behavior for Business
    3. 2.3. Chapter Two Key Points
  8. 3. Social Media = Braggadocian Behavior
    1. 3.1. Just Do It, Did It
    2. 3.2. Social Media Is the New Inbox
    3. 3.3. "Are You on Facebook?" Is the New "Can I Get Your Phone Number?"
    4. 3.4. Deep Dive into Dating 101
    5. 3.5. Assess Your Life Every Minute
    6. 3.6. Millennials—All about Giving Back
    7. 3.7. The Next Generation Can't Speak
    8. 3.8. Let Kids Take Ownership of Your Brand
    9. 3.9. Kids Ages 2 to 17 Don't See Advertisements
    10. 3.10. Turning Lemons into Lemonade with Fizzle
    11. 3.11. Chapter Three Key Points
  9. 4. Obama's Success Driven by Social Media
    1. 4.1. Obama Was Made for YouTube
    2. 4.2. Obama Sings in the Shower—Behind-the-Scenes Content
    3. 4.3. Can Google Predict the Next President or Flu Outbreak?
    4. 4.4. Is the Flu a Virus or Just Simply Viral?
    5. 4.5. Indiana Goes Google Gaga for Obama
    6. 4.6. Canada Cared the Most about the Next U.S. President
    7. 4.7. Fireside Chats and Presidential Texts
    8. 4.8. Is the White House More BlackBerry or Mayberry?
    9. 4.9. Free Pancakes Anyone?
    10. 4.10. Social Media Creates and Solves the Problem of Long Voting Lines
    11. 4.11. Online Voting—The Future Is Now
    12. 4.12. Even the Army Is Sharing Information
    13. 4.13. Chapter Four Key Points
  10. 5. I Care More about What My Neighbor Thinks than What Google Thinks
    1. 5.1. Buying the Right Baby Seat
    2. 5.2. Minivan or Hybrid?
    3. 5.3. Blowing Out the Candles
    4. 5.4. Bon Voyage Online Travel Agents?
    5. 5.5. Looking to Friends for Medical Advice
    6. 5.6. Jared and Subway's Almost Missed Opportunity
    7. 5.7. Not All Applications Are Created Equal
    8. 5.8. Marketing to Zombies
    9. 5.9. Leveraging Success
    10. 5.10. Companion Credit Union: New Logo
    11. 5.11. eReaders/Tables
    12. 5.12. Where in the World Is Bangladesh?
    13. 5.13. Chapter Five Key Points
  11. 6. Death of Social Schizophrenia
    1. 6.1. Even Football Players Need to Calm Down
    2. 6.2. Be the Best at Something, Not Everything
    3. 6.3. One Message
    4. 6.4. Referral Program on Steroids
    5. 6.5. Chapter Six Key Points
  12. 7. Winners and Losers in a 140-Character World
    1. 7.1. Does ESPN Have ESP?
    2. 7.2. Stop the Charade—Nobody Is Perfect
    3. 7.3. Free Labor
    4. 7.4. The Tom Sawyer Approach
    5. 7.5. Everybody Wants His or Her 15 Minutes of Fame
    6. 7.6. Become a Modern Day Pied Piper
    7. 7.7. Everybody Is Twittering, But Is Anyone Listening?
    8. 7.8. TV Repeats Mistakes of the Music Industry
    9. 7.9. NBC Earns Fool's Gold in the Olympics
      1. 7.9.1. There's This Thing Called the Internet
      2. 7.9.2. Old Metrics Are Deceiving
      3. 7.9.3. Don't Lie to Your Audience
      4. 7.9.4. Dead Air Equals Missed Opportunity
      5. 7.9.5. Google Failed
    10. 7.10. TV Shows Viewed through the Internet
    11. 7.11. Adjust Shows Based on Fast-Forward Behavior
    12. 7.12. Scrabulous—A Fabulous Example
    13. 7.13. Advertising within Social Networks Is Actually Effective
    14. 7.14. Content and Conversation Will Drive Awareness—Not Advertising
    15. 7.15. Don't Put All Your Eggs in One Basket
      1. 7.15.1. What
      2. 7.15.2. Where
      3. 7.15.3. Why
      4. 7.15.4. Success
      5. 7.15.5. Pitfalls
    16. 7.16. Second Life Equals Idle Life for Coca-Cola
    17. 7.17. Search Engine Optimization for Facebook
    18. 7.18. John Deere Mows Over Facebook
    19. 7.19. Sheep without a Shepherd
    20. 7.20. Chapter Seven Key Points
  13. 8. Next Steps for Companies and The "Glass House Generation"
    1. 8.1. Power to the People
    2. 8.2. Customers Get Paid for Their Search Efforts
    3. 8.3. For Those Who Think This Will Never Work . . . Surprise, It Already Does
      1. 8.3.1. What Model Does This Hope to Replace?
    4. 8.4. Join Them Before They Beat You
    5. 8.5. Role of Search
    6. 8.6. What Happens When the Internet Advertising Structure Collapses?
    7. 8.7. Where Have All the Banners Gone?
    8. 8.8. Search Engine Results Are Still Prehistoric
    9. 8.9. Paid Search Relevancy Dilemma
      1. 8.9.1. Tedious, Manual Feeds
      2. 8.9.2. There Must Be New Keywords
      3. 8.9.3. Integration with Third-Party Optimization Tools
    10. 8.10. Oral Communication Skills Decline
    11. 8.11. Is the Journalistic Interview Dead?
    12. 8.12. Mobile Me
    13. 8.13. Field of Nightmares: Lufthansa and American Airlines
    14. 8.14. A Truly Interconnected Web?
    15. 8.15. You Don't Find a Job, It Finds You
      1. 8.15.1. Hunters Become the Hunted
      2. 8.15.2. A Better Workplace for Employees and Employers
    16. 8.16. Hiring the Internet Generation
      1. 8.16.1. Retaining Talent
    17. 8.17. Tony Tweets
    18. 8.18. Southwest Is No Ding-a-Ling
    19. 8.19. Chapter Eight Key Points
  14. 9. Social Media Rolodex and Resources
    1. 9.1. Additional Digital Thought Leaders
    2. 9.2. Others Who Inspire
    3. 9.3. Resources
  15. 10. Other Insights and FAQs
    1. 10.1. What We Can Learn from Footloose
    2. 10.2. Wasting Time on Facebook Actually Makes You More Productive
    3. 10.3. Company Restrictions on Social Media
    4. 10.4. Social Media ROI (Return on Investment)
    5. 10.5. Eye Opening Statistics
    6. 10.6. FAQs
  16. SOCIALNOMICS SUMMARY
    1. Socialnomics Winners and Losers
  17. NOTES
  18. ABOUT THE AUTHOR