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008    130910s2014    njua     b    001 0 eng   
010      2013035547 
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016 7  016738109|2Uk 
020    9780691153391|q(alkaline paper) 
020    0691153396|q(alkaline paper) 
024 8  40023929815 
035    (OCoLC)ocn859061459 
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042    pcc 
049    RIDM 
050 00 HF5415.1265|b.P57 2014 
082 00 658.8/72|223 
090    HF5415.1265 .P57 2014 
100 1  Piskorski, Mikołaj Jan.|0https://id.loc.gov/authorities/
       names/no2011003521 
245 12 A social strategy :|bhow we profit from social media /
       |cMikolaj Jan Piskorski. 
264  1 Princeton, New Jersey :|bPrinceton University Press,
       |c[2014] 
300    xii, 275 pages :|billustrations ;|c24 cm 
336    text|2rdacontent 
337    unmediated|2rdamedia 
338    volume|2rdacarrier 
504    Includes bibliographical references (pages 259-266) and 
       index. 
505 0  The arc of the book -- Social failures and social 
       solutions -- "Meet" platforms : eHarmony and Okcupid -- 
       "Meet" platform : Twitter -- "Friend" platforms : Facebook
       and mixi -- "Meet" and "friend" platforms : LinkedIn & 
       Friendster -- "Meet" and "friend" platform : MySpace -- 
       Social strategies -- Low-cost "friend" social strategy at 
       Zynga -- Low-cost "meet" social strategy at Yelp -- Social
       strategy at American Express -- Social strategy at Nike --
       Building social strategy at XCard and Harvard Business 
       Review -- Conclusions. 
520    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, providing 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. 
650  0 Internet marketing.|0https://id.loc.gov/authorities/
       subjects/sh95005028 
650  0 Social media|xEconomic aspects.|0https://id.loc.gov/
       authorities/subjects/sh2010113589 
650  0 Online social networks|0https://id.loc.gov/authorities/
       subjects/sh2006006990|xEconomic aspects.|0https://
       id.loc.gov/authorities/subjects/sh99005484 
650  7 Internet marketing.|2fast|0https://id.worldcat.org/fast/
       977272 
650  7 Social media|xEconomic aspects.|2fast|0https://
       id.worldcat.org/fast/1767769 
650  7 Online social networks.|2fast|0https://id.worldcat.org/
       fast/1741311 
650  7 Social media.|2homoit|0https://homosaurus.org/v3/
       homoit0001321 
901    MARCIVE 20231220 
935    600392 
994    C0|bRID