A Social Strategy : : How We Profit from Social Media / / Mikolaj Jan Piskorski.
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...
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Place / Publishing House: | Princeton, NJ : : Princeton University Press, , [2014] ©2014 |
Year of Publication: | 2014 |
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Language: | English |
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Physical Description: | 1 online resource (288 p.) :; 2 halftones. 13 line illus. 9 tables. |
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Piskorski, Mikolaj Jan, author. aut http://id.loc.gov/vocabulary/relators/aut A Social Strategy : How We Profit from Social Media / Mikolaj Jan Piskorski. Course Book Princeton, NJ : Princeton University Press, [2014] ©2014 1 online resource (288 p.) : 2 halftones. 13 line illus. 9 tables. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda 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 http://purl.org/coar/access_right/c_16ec online access with authorization star 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) Business and Economics Industrial Management. Business and Economics Management Science. Business and Economics Management. Business and Economics Organizational Behavior. Business and Economics Strategic Planning. Internet marketing. Online social networks Economic aspects. Social media Economic aspects. BUSINESS & ECONOMICS / Business Communication / General. bisacsh Title is part of eBook package: De Gruyter Princeton University Press Complete eBook-Package 2014-2015 9783110665925 print 9780691169262 https://doi.org/10.1515/9781400850020 https://www.degruyter.com/isbn/9781400850020 Cover https://www.degruyter.com/cover/covers/9781400850020.jpg |
language |
English |
format |
eBook |
author |
Piskorski, Mikolaj Jan, Piskorski, Mikolaj Jan, |
spellingShingle |
Piskorski, Mikolaj Jan, Piskorski, Mikolaj Jan, A Social Strategy : How We Profit from Social Media / 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 |
author_facet |
Piskorski, Mikolaj Jan, Piskorski, Mikolaj Jan, |
author_variant |
m j p mj mjp m j p mj mjp |
author_role |
VerfasserIn VerfasserIn |
author_sort |
Piskorski, Mikolaj Jan, |
title |
A Social Strategy : How We Profit from Social Media / |
title_sub |
How We Profit from Social Media / |
title_full |
A Social Strategy : How We Profit from Social Media / Mikolaj Jan Piskorski. |
title_fullStr |
A Social Strategy : How We Profit from Social Media / Mikolaj Jan Piskorski. |
title_full_unstemmed |
A Social Strategy : How We Profit from Social Media / Mikolaj Jan Piskorski. |
title_auth |
A Social Strategy : How We Profit from Social Media / |
title_alt |
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 |
title_new |
A Social Strategy : |
title_sort |
a social strategy : how we profit from social media / |
publisher |
Princeton University Press, |
publishDate |
2014 |
physical |
1 online resource (288 p.) : 2 halftones. 13 line illus. 9 tables. Issued also in print. |
edition |
Course Book |
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 |
isbn |
9781400850020 9783110665925 9780691169262 |
callnumber-first |
H - Social Science |
callnumber-subject |
HF - Commerce |
callnumber-label |
HF5415 |
callnumber-sort |
HF 45415.1265 P57 42014 |
url |
https://doi.org/10.1515/9781400850020 https://www.degruyter.com/isbn/9781400850020 https://www.degruyter.com/cover/covers/9781400850020.jpg |
illustrated |
Illustrated |
dewey-hundreds |
600 - Technology |
dewey-tens |
650 - Management & public relations |
dewey-ones |
658 - General management |
dewey-full |
658.9 |
dewey-sort |
3658.9 |
dewey-raw |
658.9 |
dewey-search |
658.9 |
doi_str_mv |
10.1515/9781400850020 |
oclc_num |
984686904 |
work_keys_str_mv |
AT piskorskimikolajjan asocialstrategyhowweprofitfromsocialmedia AT piskorskimikolajjan socialstrategyhowweprofitfromsocialmedia |
status_str |
n |
ids_txt_mv |
(DE-B1597)459808 (OCoLC)984686904 |
carrierType_str_mv |
cr |
hierarchy_parent_title |
Title is part of eBook package: De Gruyter Princeton University Press Complete eBook-Package 2014-2015 |
is_hierarchy_title |
A Social Strategy : How We Profit from Social Media / |
container_title |
Title is part of eBook package: De Gruyter Princeton University Press Complete eBook-Package 2014-2015 |
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