A social strategy : how we profit from social media / Mikolaj Jan Piskorski.
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, providing 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.
Record details
- ISBN: 9780691153391 (alk. paper)
- ISBN: 0691153396 (alk. paper)
- Physical Description: xii, 275 pages : illustrations ; 24 cm
- Publisher: Princeton, New Jersey : Princeton University Press, [2014]
Content descriptions
Bibliography, etc. Note: | Includes bibliographical references (pages 259-266) and index. |
Formatted Contents Note: | The arc of the book -- Social failures and social solutions -- "Meet" solutions : eHarmony and Okcupid -- "Meet" solution : Twitter -- "Friend" solutions : Facebook and mixi -- "Meet" and "friend" solutions : LinkedIn & Friendster -- "Meet" and "friend" solution : MySpace -- Social strategies -- Social strategy at Zynga -- Social strategy at Yelp -- Social strategy at American Express -- Social strategy at Nike -- Building social strategy at XCard and Harvard Business Review -- Conclusions. |
Search for related items by subject
Subject: | Internet marketing. Social media > Economic aspects. Online social networks > Economic aspects. |
Available copies
- 1 of 1 copy available at Kirtland Community College.
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- 0 current holds with 1 total copy.
Show Only Available Copies
Location | Call Number / Copy Notes | Barcode | Shelving Location | Status | Due Date |
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Kirtland Community College Library | HF 5415.1265 .P57 2014 | 30775305480700 | General Collection | Available | - |