000			04661nam a22006135i 4500
001			207070
003			IT-RoAPU
005			20221214233630.0
006			m|||||o||d||||||||
007			cr || ||||||||
008			210830t20142014nju fo d z eng d
020			_a9780691169262 _qprint
020			_a9781400850020 _qPDF
024	7		_a10.1515/9781400850020 _2doi
035			_a(DE-B1597)9781400850020
035			_a(DE-B1597)459808
035			_a(OCoLC)984686904
040			_aDE-B1597 _beng _cDE-B1597 _erda
050		4	_aHF5415.1265 _b.P57 2014
072		7	_aBUS007000 _2bisacsh
082	0	4	_a658.9 _b23 _222
084			_aonline - DeGruyter
100	1		_aPiskorski, Mikolaj Jan _eautore
245	1	2	_aA Social Strategy : _bHow We Profit from Social Media / _cMikolaj Jan Piskorski.
250			_aCourse Book
264		1	_aPrinceton, NJ : _bPrinceton University Press, _c[2014]
264		4	_c©2014
300			_a1 online resource (288 p.) : _b2 halftones. 13 line illus. 9 tables.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0	0	_tFrontmatter -- _tContents -- _tPreface -- _t1. The Arc of the Book -- _t2. Social Failures and Social Solutions -- _t3. "Meet" Solutions: eHarmony and OkCupid -- _t4. "Meet" Solution: Twitter -- _t5. "Friend" Solutions: Facebook and mixi -- _t6. "Meet" and "Friend" Solutions: LinkedIn and Friendster -- _t7. "Meet" and "Friend" Solution: MySpace -- _t8. Social Strategies -- _t9. Social Strategy at Zynga -- _t10. Social Strategy at Yelp -- _t11. Social Strategy at American Express -- _t12. Social Strategy at Nike -- _t13. Building Social Strategy at XCard and Harvard Business Review -- _t14. Conclusions -- _tAcknowledgments -- _tNotes -- _tReferences -- _tIndex
506	0		_arestricted access _uhttp://purl.org/coar/access_right/c_16ec _fonline access with authorization _2star
520			_aAlmost 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.
530			_aIssued also in print.
538			_aMode of access: Internet via World Wide Web.
546			_aIn English.
588	0		_aDescription based on online resource; title from PDF title page (publisher's Web site, viewed 30. Aug 2021)
650		0	_aBusiness and Economics _xIndustrial Management.
650		0	_aBusiness and Economics _xManagement Science.
650		0	_aBusiness and Economics _xManagement.
650		0	_aBusiness and Economics _xOrganizational Behavior.
650		0	_aBusiness and Economics _xStrategic Planning.
650		0	_aInternet marketing.
650		0	_aOnline social networks _xEconomic aspects.
650		0	_aSocial media _xEconomic aspects.
650		7	_aBUSINESS & ECONOMICS / Business Communication / General. _2bisacsh
850			_aIT-RoAPU
856	4	0	_uhttps://doi.org/10.1515/9781400850020
856	4	0	_uhttps://www.degruyter.com/isbn/9781400850020
856	4	2	_3Cover _uhttps://www.degruyter.com/cover/covers/9781400850020.jpg
942			_cEB
999			_c207070 _d207070