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Facebook Era, The: Tapping Online Social Networks to Market, Sell, and Innovate, 2/e by Clara Shih

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9. How To: Develop Your Facebook Era Plan and Metrics

With the conceptual frameworks and functional application ideas from Parts I, “Why Social Networking Matters for Business,” and II, “Social Networking Across Your Organization,” behind us, the remaining chapters are an action-oriented guide on how to get started. First, we need to develop a Facebook Era plan for your company, which will be driven by your business goals and the customers’ goals mapped against Facebook and Twitter’s capabilities and your organization’s resources.

Listening First

Before you dive into planning and execution mode, you should monitor and scan the social Web (and the Web more broadly) for what’s already being said about your company, products, and brands. You likely ...

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