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A Social Strategy : How We Profit from Social Media / Mikolaj Jan Piskorski.

By: Material type: TextTextPublisher: Princeton, NJ : Princeton University Press, [2014]Copyright date: ©2014Edition: Course BookDescription: 1 online resource (288 p.) : 2 halftones. 13 line illus. 9 tablesContent type:
Media type:
Carrier type:
ISBN:
  • 9780691169262
  • 9781400850020
Subject(s): DDC classification:
  • 658.9 23 22
LOC classification:
  • HF5415.1265 .P57 2014
Other classification:
  • online - DeGruyter
Online resources: Available additional physical forms:
  • Issued also in print.
Contents:
Frontmatter -- Contents -- Preface -- 1. The Arc of the Book -- 2. Social Failures and Social Solutions -- 3. "Meet" Solutions: eHarmony and OkCupid -- 4. "Meet" Solution: Twitter -- 5. "Friend" Solutions: Facebook and mixi -- 6. "Meet" and "Friend" Solutions: LinkedIn and Friendster -- 7. "Meet" and "Friend" Solution: MySpace -- 8. Social Strategies -- 9. Social Strategy at Zynga -- 10. Social Strategy at Yelp -- 11. Social Strategy at American Express -- 12. Social Strategy at Nike -- 13. Building Social Strategy at XCard and Harvard Business Review -- 14. Conclusions -- Acknowledgments -- Notes -- References -- Index
Summary: 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.
Holdings
Item type Current library Call number URL Status Notes Barcode
eBook eBook Biblioteca "Angelicum" Pont. Univ. S.Tommaso d'Aquino Nuvola online online - DeGruyter (Browse shelf(Opens below)) Online access Not for loan (Accesso limitato) Accesso per gli utenti autorizzati / Access for authorized users (dgr)9781400850020

Frontmatter -- Contents -- Preface -- 1. The Arc of the Book -- 2. Social Failures and Social Solutions -- 3. "Meet" Solutions: eHarmony and OkCupid -- 4. "Meet" Solution: Twitter -- 5. "Friend" Solutions: Facebook and mixi -- 6. "Meet" and "Friend" Solutions: LinkedIn and Friendster -- 7. "Meet" and "Friend" Solution: MySpace -- 8. Social Strategies -- 9. Social Strategy at Zynga -- 10. Social Strategy at Yelp -- 11. Social Strategy at American Express -- 12. Social Strategy at Nike -- 13. Building Social Strategy at XCard and Harvard Business Review -- 14. Conclusions -- Acknowledgments -- Notes -- References -- Index

restricted access online access with authorization star

http://purl.org/coar/access_right/c_16ec

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.

Issued also in print.

Mode of access: Internet via World Wide Web.

In English.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 30. Aug 2021)