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出版者:New Riders Press

作者:Paul Adams

出品人:

页数:192

译者:

出版时间:2010-08-30

价格:USD 24.99

装帧:Paperback

isbn号码:9780321719645

丛书系列:

图书标签:

SNS
社会化网络
互联网
Social
社会学
英文原版
社会网络分析
Paul
社会关系
人际网络
群体行为
社交动态
社区文化
群体互动
社会结构
网络效应
身份认同
集体行动

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具体描述

Businesses are starting to operate in the world of the social web, but most have a very poor understanding of social interaction, and its huge impact on how successful their endeavors will be. It is much more complicated than just business blogs or official company Twitter accounts. Most of people's interactions with each other and with brands happen offline, away from computers, and often away from mobile phones. What people do offline has a huge impact on what they do online. Social Circles, by lead researcher for social media Paul Adams, is about helping business understand this offline/online relationship.

Research has shown time and again how people have multiple independent circles of friends, all of whom they trust in different ways, and all of whom wield varying degrees of influence. People are using social networks to interact with people they already know offline, and not to make new connections with people they don’t know. They are recreating their offline social circles online. Understanding these social circles is the key to successful behavioral advertising.

作者简介

目录信息

Table of Contents
1. Introduction
Why we need this book
Social technology doesn't change many things
Social technology is changing many things
Social technology is not the point
The shift towards a social web
How marketing and branding is changing
How customer service is changing
2. The Real Life Social Network
Online and Offline behavior
Calculating how we are connected
The structure of our network
Small world networks
Controlling our network
Global connections
Communities
Groups
Relationship Ties
Strong Ties
Weak Ties
Temporary Ties
How our ties change over time
Communication tools
Mapping the social graph
3. Influence
How people make decisions
How people influence each other
How to identify the most influential people in a group
How to calculate influence
4. Identity
Identity will be a defining theme of the web in the next few years
Social Status
Multiple Identities
Socially Constructed Identities
5. Privacy and Trust
Privacy
Trust
6. The Business of the Social Web
Changing business
How customers talk to each other
How customers talk to business
How business talks to customers
Advertising
Marketing
Why we buy
7. Understanding your customers
Forget focus groups
Using social media to do research
Building better products
8. Conclusion
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