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

14. Advice for Nonprofits, Healthcare, Education, and Political Campaigns

This chapter synthesizes many of the earlier concepts and talks about how we can apply them specifically to nonbusiness settings. Instead of repeating what we have already covered in previous chapters, we focus on real case studies and expert perspectives on how the social Web has been used in education, healthcare, nonprofit, and political campaigns. In these situations—in which the stakes are not money, but instead social return, and people are even more swayed by each other’s opinions—Facebook and Twitter are potentially more important channels for influencing and organizing.

We focus less on LinkedIn in this chapter because these public-sector initiatives most closely ...