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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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16. The Future of Social Business

Online social networking for business is still a nascent and rapidly changing field. Even in the short amount of time between the last edition of this book and this one, new vendors, user interfaces, and jargon have sprung up—along with new possibilities. Indeed, vendors and technologies might come and go—Six Degrees, for one, is long gone but left an important legacy. And many new players almost certainly will emerge in this space.

What’s critical isn’t the specific technologies of today, but rather the general shift in mind-set toward an increasingly socially networked world. To adequately prepare, we must rethink and evolve our relationships, interactions, and business strategies to account for a social Web. ...

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