A Social Strategy (ebook)

Argumento de A Social Strategy (ebook)

Winner of the 2015 Gold Medal in Networking, Axiom Business Book Awards

"Whoever thinks using social media successfully (i.e., making money from it) is easy needs to think again. So do people who think it's all one big fad or that creating a successful social media campaign is just blind luck. And that's where Mikolaj Jan Piskorski and his book A Social Strategy: How We Profit from Social Media come in."--Catherine Ramsdell, PopMatters

"For companies that are struggling to measure social media, Piskorski offers a different way of looking at the problem, and his three tests--the social utility test, the social solution test and the business value test--provide a way to check if a project is working."--Maija Palmer, Financial Times

"Social platforms are here to stay, and companies that successfully leverage these platforms as part of their social strategy are more likely to achieve competitive advantage. Empirical research is needed to establish specific mechanisms behind these processes and their outcomes. Piskorski’s book provides a fruitful conceptual foundation for such research."--Olga Khessina, Administrative Science Quarterly

"The author's research offers new insights into the reasons for the explosion of social media."--Choice

"A highly informative and insightful analysis of web-based social platforms that should command the attention of sociologists, psychologists and lay readers as well as bottom-line businessmen and women."--Glenn C. Altschuler, Psychology Today

"Piskorski accessed Silicon Valley's storied social media firms and has returned with the keys to the kingdom for understanding what makes 'social web strategies' the real killer app behind social media. Anyone who wants to enhance the user experience must read this book."--Brian Uzzi, Kellogg School of Management, Northwestern University

"A Social Strategy is a remarkable book--perhaps the first truly comprehensive examination of one of the transformative phenomena of our time: the emergence of the social web. Broad in reach and appeal, it will interest readers who want to think about web-based social platforms in a new light and gain new insights about social media."--Toby Stuart, Haas School of Business, University of California, Berkeley

"Rich in analysis and information, A Social Strategy provides a timely and very insightful view about why some social media platforms succeed and others fail--and why some digital marketing strategies do better than others. The book's arguments are supported by an impressive array of quantitative and qualitative evidence and its ideas have the potential to become central to understanding social media."--Martin Gargiulo, INSEAD Asia

"Piskorski's thought-provoking and well-researched title is ground-breaking and should be required reading for those in business, and business faculty and students."--Lucy Heckman, Library Journal (starred review)

"Thanks to Mikolaj Jan Piskorski and his new book, companies now have a clear strategic framework for figuring out how to tap into their power."--Theodore Kinney, Strategy + Business

"The beauty of this book is that it is not only informative to scholars, but also applicable for business practitioners."--Yongsheng Wang, International Social Science Review0Preface vii
1. The Arc of the Book 1
2. Social Failures and Social Solutions 9
3. "Meet" Solutions: eHarmony and OkCupid 25
4. "Meet" Solution: Twitter 49
5. "Friend" Solutions: Facebook and mixi 68
6. "Meet" and "Friend" Solutions: LinkedIn and Friendster 90
7. "Meet" and "Friend" Solution: MySpace 120
8. Social Strategies 137
9. Social Strategy at Zynga 151
10. Social Strategy at Yelp 170
11. Social Strategy at American Express 184
12. Social Strategy at Nike 205
13. Building Social Strategy at XCard and Harvard Business Review 220
14. Conclusions 249
Acknowledgments 257
Notes 259
References 263
Index 267