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摘要
摘要
What people get out of social media--and how businesses can get more out of it
Almost no one had heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than 1 billion users and account for almost 25 percent of Internet use. Practically overnight, social media seems indispensable to our lives--from friendship and dating to news and business.
What makes social media so different from traditional media? Answering that question is the key to making social media work for any business, argues Miko?aj Piskorski, one of the world's leading experts on the business of social media. In A Social Strategy , he provides the most convincing answer yet, one backed by original research, data, and case studies from companies such as Nike and American Express.
Drawing on his analysis of proprietary data from social media sites, Piskorski argues that the secret of successful ones is that they allow people to fulfill social needs that either can't be met offline or can be met only at much greater cost. This insight provides the key to how companies can leverage social platforms to create a sustainable competitive advantage. Companies need to help people interact with each other before they will promote products to their friends or help companies in other ways. Done right, a company's social media should benefit customers and the firm. Piskorski calls this "a social strategy," and he describes how companies such as Yelp and Zynga have done it.
Groundbreaking and important, A Social Strategy provides not only a story- and data-driven explanation for the explosion of social media but also an invaluable, concrete road map for any company that wants to tap the marketing potential of this remarkable phenomenon.
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Choice 评论
Practically overnight, social media seems indispensable to people's lives; from friendship and dating to news and business, social media is a tool used by a growing portion of the population. As Piskorski (Harvard Business School) points out, almost no one heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than a billion users. What makes social media so appealing? Exploring the impact of social media and how it has changed everyone's lives, Piskorski's book is primarily aimed at scholars interested in understanding why people use social media platforms in the first place. Focusing on both media failures and success stories, the author accessed Silicon Valley's storied social media firms and analyzes why some sites work and others do not. For example, by letting users access it from multiple devices and allowing them to re-tweet, Twitter is easy to use. Conversely, eHarmony has found success partly because it does not make it easy for people to meet; instead, like trusted matchmakers of old, it serves as the go-between. Other companies examined include Zynga, Yelp, American Express, and Nike. The author's research offers new insights into the reasons for the explosion of social media. --Patricia G. Kishel, Cypress College
《图书馆杂志》(Library Journal )书评
Piskorski (business administration, Harvard Business Sch.) examines how social media can work in businesses and what sets the successful sites apart from the rest. He writes that he prefers the term -social platforms to social media, and investigates thriving examples such as Twitter, eHarmony, Facebook, and LinkedIn. The author advocates the use of social strategy, which, he explains, relates to lowering costs and/or increasing customers' willingness to pay by creating better relationships with them; he provides case studies of such work at companies including Yelp, American Express, and Nike. -Piskorski draws on research and theoretical studies as well as statistical data related to the businesses examined. The concepts he uses include social failures in which mutually beneficial relationships do not take place and social solutions, which are designed to maintain successful interactions. -VERDICT Piskorski's thought-provoking and well-researched title is groundbreaking and should be required reading for those in business, and business faculty and students.-Lucy Heckman, St. John's Univ. Lib., Queens, NY (c) Copyright 2014. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.
目录
Preface | p. vii |
1 The Arc of the Book | p. 1 |
2 Social Failures and Social Solutions | p. 9 |
3 "Meet" Solutions: eHarmony and OkCupid | p. 25 |
4 "Meet" Solution: Twitter | p. 49 |
5 "Friend" Solutions: Facebook and mixi | p. 68 |
6 "Meet" and "Friend" Solutions: Linkedln and Friendster | p. 90 |
7 "Meet" and "Friend" Solution: MySpace | p. 120 |
8 Social Strategies | p. 137 |
9 Social Strategy at Zynga | p. 151 |
10 Social Strategy at Yelp | p. 170 |
11 Social Strategy at American Express | p. 184 |
12 Social Strategy at Nike | p. 205 |
13 Building Social Strategy at XCard and Harvard Business Review | p. 220 |
14 Conclusions | p. 249 |
Acknowledgments | p. 257 |
Notes | p. 259 |
References | p. 263 |
Index | p. 267 |