Clara Shih's book, "The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff," seeks to help those who want to understand how Facebook and Twitter are changing people's behavior, expectations and relationships - and what that means for your business. The book includes examples of how real companies are succeeding at sourcing leads and engaging customers on Facebook.
An excerpt of the book's Chapter 5 and introduction have been uploaded to the Knowledge Network.
Chapter 5, "Social Network Marketing," talks about the marketing techniques made possible by online social networks, including hypertargeting, enhanced ability to capture passive interest and conduct rapid testing and iteration on campaigns, social community engagement and automated word-of-mouth marketing. The chapter features two case studies, one from national retailer Victoria's Secret, the other from start-up Bonobos, demonstrating that businesses both large and small are achieving marketing success with Facebook's new social advertising tools.