This Element is an excerpt from Social Networking for Business: Choosing the Right Tools and Resources to Fit Your Needs (9780132357791) by Rawn Shah. Available in print and digital formats.
Lessons from some of today’s most innovative social businesses: last.fm, LinkedIn, and many more.
Last.fm offers the equivalent of Web radio stations, with a social aspect that provides innovative customer value: Whenever a listener chooses or plays a song, last.fm uses this as input to future recommendations. To re-create the continuous streaming experience of traditional radio stations, it automatically chooses the next song to play, using its members’ collective preferences and choices to suggest similar artists and bands....