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02853aam a2200397 i 4500 001 72593FAE244111E4A31B46AFDAD10320 003 SILO 005 20140815010023 008 130910s2014 njua b 001 0 eng 010 $a 2013035547 020 $a 0691153396 (alk. paper) 020 $a 9780691153391 (alk. paper) 040 $a DLC $b eng $c DLC $d YDX $d YDXCP $d BTCTA $d BDX $d YBM $d OCLCO $d ORX $d APL $d SKYRV $e rda $d SILO 042 $a pcc 050 00 $a HF5415.1265 $b .P57 2014 082 00 $a 658.8/72 $2 23 100 1 $a Piskorski, MikoÅaj Jan. 245 12 $a A social strategy : $b how we profit from social media / $c Mikolaj Jan Piskorski. 264 1 $a Princeton, New Jersey : $b Princeton University Press, $c ©2014. 300 $a xii, 275 pages : $b illustrations ; $c 24 cm. 504 $a Includes bibliographical references and index. 505 0 $a The arc of the book -- Social failures and social solutions -- "Meet" platforms : eHarmony and OkCupid -- "Meet" platform: Twitter -- "Friend" solutions: Facebook and mixi -- "Meet" and "friend" solutions: LinkedIn & Friendster -- "Meet" and "friend" solution: MySpace -- Social strategies -- Social strategy at Zynga -- Social strategy at Yelp -- Social strategy at American Express -- Social strategy at Nike -- Building social strategy at XCard and Harvard Business Review -- Conclusions. 520 $a 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 $a Internet marketing. 650 0 $a Social media $x Economic aspects. 650 0 $a Online social networks $x Economic aspects. 941 $a 8 952 $l LAPH975 $d 20200528055318.0 952 $l CEAX572 $d 20200508021253.0 952 $l RZPE145 $d 20190328025433.0 952 $l HYAX325 $d 20180623024356.0 952 $l USUX851 $d 20160826101646.0 952 $l BAPH771 $d 20150926025704.0 952 $l OPAX566 $d 20141008191940.0 $m 658.872 P677s 952 $l UQAX771 $d 20140829011830.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=72593FAE244111E4A31B46AFDAD10320Initiate Another SILO Locator Search