The Social Media Bible: Tactics, Tools, and Strategies for Business Success

Book description

The Ultimate Guide To Social Media Marketing

The Social Media Bible will show you how to build or transform your business into a social media—enabled enterprise where customers, employees, and prospects connect, collaborate, and champion your products, your services, and your way of doing business.

Using the systematic approach presented in this comprehensive guide, you'll learn how to:

  • Increase your company and brand value by engaging people in new forms of communication, collaboration, education, and entertainment

  • Determine which social media tactics you should be using with your customers and employees

  • Evaluate and categorize the tools and applications that constitute the rapidly evolving social media ecosystem

  • Make social media tools like Facebook, MySpace, YouTube, Twitter, blogging, podcasting, and hundreds of others a part of your business strategy

  • Do a social media analysis inside your company to improve internal operations and outside your company to create and monetize relationships with customers and prospects

  • Implement social media micro- and macrostrategies to give your business the competitive edge it needs to survive and thrive

Virtually every business can use social media to increase sales and profits, and The Social Media Bible will show you how. Part One introduces you to social media, and gives you a helpful framework, and presents practical and tactical tips for using some of these tools. Part Two introduces you to over 100 social media tools and applications in fifteen different categories, giving you a quick rundown of the features and functions of the tools that should become part of your social media strategy. Part Three offers mini exercises and assessments to help you conduct a social media audit of your company, your competition, and your customers, so you can craft the perfect strategy for your business.

If you want to grow your business, you have to stay connected to your stakeholders- whether you're a big corporation, a small business, or even a nonprofit. The Social Media Bible will show you how to harness the collective wisdom and viral value of your stakeholders and stay ahead of your competition.

www.TheSocialMediaBible.com

Table of contents

  1. Copyright
  2. INTRODUCTION
    1. Experts and Authorities
    2. The Audience for This Book
      1. Increasing Your Revenues via Social Media
      2. Your Customer as a Collaborator—A New Way of Thinking
      3. Improving Profitability via Social Media
      4. Remaining Relevant, Competitive, and Alive
    3. The Organization of This Book
      1. The Web Site—An Interactive and Evolving Extension of the Book
    4. Explore and Experiment
  3. ACKNOWLEDGMENTS
  4. I. BACKGROUND BASICS AND TACTICS
    1. 1. What Is Social Media?
      1. 1.1. The Two Sides of Social Media
        1. 1.1.1. Lessons Learned at Starbucks
      2. 1.2. Social Media and Web 2.0 Defined
        1. 1.2.1. So Exactly What Is Social Media?
        2. 1.2.2. What about Web 2.0?
      3. 1.3. It's All about Engagement
        1. 1.3.1. A Closer Look at Engagement Strategies
        2. 1.3.2. How H&R Block Engages Prospective Customers
        3. 1.3.3. Madison Avenue Meets Social Media
        4. 1.3.4. When Engagement Strategies Backfire
      4. 1.4. Social Media Is Disruptive
        1. 1.4.1. Find and Exploit Your Niche
        2. 1.4.2. The Formula for Success: Experiment and Explore
        3. 1.4.3. Self-Assessment: Social Media Inside Your Organization
        4. 1.4.4. Self-Assessment: Social Media Directed Outside of Your Organization
      5. 1.5. Prepare to Explore the Social Media Ecosystem
      6. 1.6. Credits
    2. 2. The Social Media Ecosystem
      1. 2.1. The Big Picture: 15 Categories at a Glance
      2. 2.2. On the Way Toward a Common Vocabulary
        1. 2.2.1. Do These 12 Words Belong in Your Strategic Plan?
        2. 2.2.2. Survival of the Fittest
      3. 2.3. Category Descriptions and Their Tools
        1. 2.3.1. Category 1: Social Networking
        2. 2.3.2. Category 2: Publish
        3. 2.3.3. Category 3: Photo Sharing
        4. 2.3.4. Category 4: Audio
        5. 2.3.5. Category 5: Video
        6. 2.3.6. Category 6: Microblogging
        7. 2.3.7. Category 7: Livecasting
        8. 2.3.8. Category 8: Virtual Worlds
        9. 2.3.9. Category 9: Gaming
        10. 2.3.10. Category 10: Productivity Applications
        11. 2.3.11. Category 11: Aggregators
        12. 2.3.12. Category 12: RSS
        13. 2.3.13. Category 13: Search
        14. 2.3.14. Category 14: Mobile
        15. 2.3.15. Category 15: Interpersonal
      4. 2.4. How Well Did You Do?
        1. 2.4.1. Your Social Media Awareness
        2. 2.4.2. Your Social Media Experience
        3. 2.4.3. Internal or External
        4. 2.4.4. Which Categories Were Best Represented?
      5. 2.5. A Look Ahead
      6. 2.6. Credits
    3. 3. Say Hello to Social Networking: What's In It for You?
      1. 3.1. Back to the Beginning
      2. 3.2. What You Need to Know
        1. 3.2.1. Life Cycle
        2. 3.2.2. Contributing
        3. 3.2.3. Dunbar's Number
        4. 3.2.4. Social Network Examples
          1. 3.2.4.1. MySpace
            1. 3.2.4.1.1. Revenue Model
            2. 3.2.4.1.2. MySpace Features
          2. 3.2.4.2. LinkedIn
            1. 3.2.4.2.1. Features
      3. 3.3. Providers
      4. 3.4. Commandments
      5. 3.5. Conclusion
      6. 3.6. Readings and Resources
      7. 3.7. Downloads
      8. 3.8. Credits
      9. 3.9. Note
    4. 4. Everyone's a Publisher
      1. 4.1. Four Stories of Profitable Social Media Publishers
        1. 4.1.1. Candy Is Dandy and E-Mail Is Swell
        2. 4.1.2. Mommy Blogs
        3. 4.1.3. Breaking Up is Hard to Do
      2. 4.2. What's In It for You?
        1. 4.2.1. Social Media Judo
        2. 4.2.2. Introducing Coopertition
      3. 4.3. Increasing Your Company or Brand Value
      4. 4.4. Monetize Your Expertise
      5. 4.5. Back to the Beginning
      6. 4.6. What You Need to Know
        1. 4.6.1. Find a Voice That Can Fill a Need or Solve a Problem
        2. 4.6.2. Establish Audience Archetypes or Personas
        3. 4.6.3. Create a Community
        4. 4.6.4. Make It Free
      7. 4.7. Encourage User-Generated Content
        1. 4.7.1. The Five Ways that Content Engages People
        2. 4.7.2. Get a Feel for Content Management Systems
        3. 4.7.3. Master the Social Media Press Release
        4. 4.7.4. Can You Really Make Money with Your Content and Your Community?
      8. 4.8. Commandments
      9. 4.9. Conclusion
      10. 4.10. Credits
    5. 5. It's Not Your Father's E-Mail
      1. 5.1. What's In It for You?
      2. 5.2. Back to the Beginning
      3. 5.3. What You Need to Know
        1. 5.3.1. E-Mail Terminology
        2. 5.3.2. Spam with Your SPAM?
        3. 5.3.3. Spam Filters or Content Filters
        4. 5.3.4. Content Really Is King
      4. 5.4. Tips, Techniques, and Tactics
        1. 5.4.1. The 1.54-Second Rule/5.0-Second Rule
        2. 5.4.2. Segment to Maximize Conversion
        3. 5.4.3. Day Parting Will Get It Read
      5. 5.5. Providers
      6. 5.6. Commandments
      7. 5.7. Conclusion
      8. 5.8. Readings and Resources
      9. 5.9. Downloads
      10. 5.10. Credits
      11. 5.11. Notes
    6. 6. The World of Web Pages
      1. 6.1. What's In It for You?
      2. 6.2. Back to the Beginning
      3. 6.3. What You Need to Know
        1. 6.3.1. Awareness
        2. 6.3.2. Search
        3. 6.3.3. Research
        4. 6.3.4. Buy
        5. 6.3.5. Your Home Page Is Causing You Harm
        6. 6.3.6. Design Elements to Consider
        7. 6.3.7. Psychological Marketing
        8. 6.3.8. It's All about Conversion
        9. 6.3.9. B-to-B Success Metrics
        10. 6.3.10. Testing Different Landing Pages
      4. 6.4. Techniques and Tactics
        1. 6.4.1. "Trademark Sucks"
        2. 6.4.2. Keyword Placement
        3. 6.4.3. Frames
        4. 6.4.4. Flash
        5. 6.4.5. Page Titles
        6. 6.4.6. Constructing Regional and Local Campaigns
        7. 6.4.7. Off-Line Marketing Strategy
        8. 6.4.8. Affiliate Marketing
        9. 6.4.9. Web Site Platforms
      5. 6.5. Providers
        1. 6.5.1. In-House/Out-House
      6. 6.6. Commandments
      7. 6.7. Conclusion
      8. 6.8. Readings and Resources
      9. 6.9. Downloads
      10. 6.10. Credits
      11. 6.11. Note
    7. 7. The Internet Forum
      1. 7.1. What's In It for You?
      2. 7.2. Back to the Beginning
      3. 7.3. What You Need to Know
        1. 7.3.1. Forum Rules and Regulations
        2. 7.3.2. Forum Moderator
        3. 7.3.3. Forum Administrator
        4. 7.3.4. Forum Registration
        5. 7.3.5. Forum Post
        6. 7.3.6. Forum Member
        7. 7.3.7. Forum Subscription
        8. 7.3.8. Forum Troll
        9. 7.3.9. Forum Spamming
        10. 7.3.10. Forum User Groups
        11. 7.3.11. Forum Guest
        12. 7.3.12. Text Message Shortcuts
        13. 7.3.13. Emoticons
        14. 7.3.14. Forum Social Networking
      4. 7.4. Providers
        1. 7.4.1. Create Your Own Forum Software
        2. 7.4.2. Forum Web Site
      5. 7.5. Commandments
      6. 7.6. Conclusion
      7. 7.7. Downloads
      8. 7.8. Credits
      9. 7.9. Notes
    8. 8. The Ubiquitous Blog
      1. 8.1. What's In It for You?
      2. 8.2. Back to the Beginning
      3. 8.3. What You Need to Know
      4. 8.4. Providers
      5. 8.5. Commandments
        1. 8.5.1. 50 Rapid Fire Tips for Power Blogging
      6. 8.6. Conclusion
      7. 8.7. Readings and Resources
      8. 8.8. Downloads
      9. 8.9. Credits
      10. 8.10. Note
    9. 9. The Wisdom of the Wiki
      1. 9.1. What's In It for You?
      2. 9.2. Back to the Beginning
      3. 9.3. What You Need to Know
        1. 9.3.1. Editing and Creating
        2. 9.3.2. Simple Markup Language Tools
        3. 9.3.3. Security
        4. 9.3.4. Wikipedia
        5. 9.3.5. MyGads
      4. 9.4. Providers
      5. 9.5. Commandments
      6. 9.6. Conclusion
      7. 9.7. Readings and Resources
      8. 9.8. Downloads
      9. 9.9. Credits
    10. 10. A Picture Is Worth a Thousand Words (Photo Sharing)
      1. 10.1. What's In It for You?
      2. 10.2. Back to the Beginning
        1. 10.2.1. A Little about Digital Cameras
      3. 10.3. What You Need to Know
        1. 10.3.1. Privacy versus Piracy
      4. 10.4. Techniques and Tactics
      5. 10.5. Providers
      6. 10.6. Commandments
      7. 10.7. Conclusion
      8. 10.8. Readings and Resources
      9. 10.9. Downloads
      10. 10.10. Credits
    11. 11. Talking About the Podcast (Audio Create)
      1. 11.1. What's In It for You?
      2. 11.2. Back to the Begining
        1. 11.2.1. The First Digital Audio Player
        2. 11.2.2. The Birth of the iPod
      3. 11.3. What You Need to Know
        1. 11.3.1. Podcast Components
        2. 11.3.2. The Value of Podcasting
      4. 11.4. Tips, Techniques, and Tactics
        1. 11.4.1. How to Create Your Own Podcast
        2. 11.4.2. Planning
        3. 11.4.3. Introducing Your Podcast
        4. 11.4.4. Recording
        5. 11.4.5. Signing Off
        6. 11.4.6. Editing
        7. 11.4.7. Publishing
        8. 11.4.8. Special Effects
        9. 11.4.9. Software
        10. 11.4.10. Hardware
        11. 11.4.11. Web Sites and Podcast Distributors
      5. 11.5. Providers
      6. 11.6. Commandments
      7. 11.7. Conclusion
      8. 11.8. Readings and Resources
      9. 11.9. Downloads
      10. 11.10. Credits
      11. 11.11. Note
    12. 12. Got Audio? (Audio Sharing)
      1. 12.1. What's In It for You?
      2. 12.2. Back to the Beginning
      3. 12.3. What You Need to Know
        1. 12.3.1. iTunes
        2. 12.3.2. PodBean
      4. 12.4. Providers
      5. 12.5. Commandments
      6. 12.6. Conclusion
      7. 12.7. Readings and Resources
      8. 12.8. Downloads
      9. 12.9. Credits
      10. 12.10. Notes
    13. 13. Watch Out for Vlogs (Video Create)
      1. 13.1. What's In It for You?
      2. 13.2. Back to the Beginning
        1. 13.2.1. What Is Video?
        2. 13.2.2. Yay for Apple QuickTime!
        3. 13.2.3. Bandwidth and Storage
        4. 13.2.4. Along Comes YouTube
        5. 13.2.5. Lifecasting
      3. 13.3. What You Need to Know
        1. 13.3.1. Uploading Your Videos
      4. 13.4. Tips, Techniques, and Tactics
        1. 13.4.1. Creating Your Own Video
        2. 13.4.2. Script Your Thoughts
        3. 13.4.3. Editing Your Video
        4. 13.4.4. Note
      5. 13.5. Providers
      6. 13.6. Commandments
      7. 13.7. Conclusion
      8. 13.8. Readings and Resources
      9. 13.9. Downloads
      10. 13.10. Credits
    14. 14. Got Video (Video Sharing)
      1. 14.1. What's In It for You?
      2. 14.2. Back to the Beginning
      3. 14.3. What You Need to Know
        1. 14.3.1. Uploading Your Videos
        2. 14.3.2. Peer-to-Peer
        3. 14.3.3. Napster
        4. 14.3.4. BitTorrent
      4. 14.4. Providers
      5. 14.5. Commandments
      6. 14.6. Conclusion
      7. 14.7. Readings and Resources
      8. 14.8. Downloads
      9. 14.9. Credits
      10. 14.10. Note
    15. 15. Thumbs Up for Microblogging
      1. 15.1. What's In It for You?
      2. 15.2. Back to the Beginning
      3. 15.3. What You Need to Know
      4. 15.4. The Micro-Sphere Is Not All Good
        1. 15.4.1. Trivial Pursuit
        2. 15.4.2. Micro-Spam
        3. 15.4.3. Micro-Advertising
        4. 15.4.4. The Fail Whale
        5. 15.4.5. How Safe Are Your Tweets?
      5. 15.5. On the Lighter Side of Microblogging
        1. 15.5.1. Some Twitter Jargon
        2. 15.5.2. Corporate Twitterers
        3. 15.5.3. Tweets in the News
      6. 15.6. Providers
        1. 15.6.1. Microblogging beyond Twitter?
      7. 15.7. Commandments
      8. 15.8. Conclusion
      9. 15.9. Readings and Resources
      10. 15.10. Downloads
      11. 15.11. Credits
      12. 15.12. Notes
    16. 16. Live from Anywhere—It's Livecasting
      1. 16.1. What's In It for You?
      2. 16.2. Back to the Beginning
        1. 16.2.1. Internet Radio
        2. 16.2.2. Commercial Internet-Only Radio Stations
        3. 16.2.3. Livecasting
          1. 16.2.3.1. Justin.tv
          2. 16.2.3.2. Enter Justine Ezarik
      3. 16.3. What You Need to Know
        1. 16.3.1. Do-It-Yourself Radio
        2. 16.3.2. Conventional Radio Stations Weren't Happy
        3. 16.3.3. Webinar, Web Conferencing, and Webcasting
          1. 16.3.3.1. Webcast
          2. 16.3.3.2. Webinar
        4. 16.3.4. Videoblog
        5. 16.3.5. Ustream.tv
        6. 16.3.6. Jody Gnant: Singer, Songwriter, Livecaster, and Community Marketer
      4. 16.4. Providers
      5. 16.5. Commandments
      6. 16.6. Conclusion
      7. 16.7. Readings and Resources
      8. 16.8. Downloads
      9. 16.9. Credits
      10. 16.10. Notes
    17. 17. Virtual Worlds—Real Impact
      1. 17.1. What's In It for You?
      2. 17.2. Back to the Beginning
        1. 17.2.1. SoftVoice/SenSei
        2. 17.2.2. Second Life
      3. 17.3. What You Need to Know
        1. 17.3.1. Virtual Economy
        2. 17.3.2. Enterprise in Second Life
        3. 17.3.3. The Social Media Bible In Second Life
        4. 17.3.4. Your Own Second Life
        5. 17.3.5. The Avatar
        6. 17.3.6. Expenses in Second Life
        7. 17.3.7. Second Life Stats
      4. 17.4. Providers
      5. 17.5. Commandments
      6. 17.6. Conclusion
      7. 17.7. Readings and Resources
      8. 17.8. Downloads
      9. 17.9. Credits
      10. 17.10. Note
    18. 18. Gaming the System: Virtual Gaming
      1. 18.1. What's In It for You?
      2. 18.2. What You Need to Know
      3. 18.3. Back to the Beginning
        1. 18.3.1. Social Impact
        2. 18.3.2. The CDC in MMORPG WoW
        3. 18.3.3. Virtual Economies
        4. 18.3.4. Raids
        5. 18.3.5. Single Player
        6. 18.3.6. User-Generated Content
        7. 18.3.7. Console-Based MMORPGs
        8. 18.3.8. The Largest MMORPG: World of Warcraft
        9. 18.3.9. Halo3
        10. 18.3.10. In-Game Advertising
      4. 18.4. Providers
      5. 18.5. Commandments
      6. 18.6. Conclusion
      7. 18.7. Readings and Resources
      8. 18.8. Downloads
      9. 18.9. Credits
      10. 18.10. Note
    19. 19. RSS—Really Simple Syndication Made Simple
      1. 19.1. What's In It for You?
      2. 19.2. Back to the Beginning
        1. 19.2.1. Atom
      3. 19.3. What You Need to Know
        1. 19.3.1. Reader or Aggregator
          1. 19.3.1.1. iGoogle Reader (Aggregator)
        2. 19.3.2. Social Bookmarks
      4. 19.4. Providers
      5. 19.5. Commandments
      6. 19.6. Conclusion
      7. 19.7. Readings and Resources
      8. 19.8. Downloads
      9. 19.9. Credits
      10. 19.10. Note
    20. 20. Spotlight on Search (Search Engine Optimization)
      1. 20.1. What's In It for You
      2. 20.2. Back to the Beginning
        1. 20.2.1. Hypertext and the 1960s
        2. 20.2.2. Enter the Military and ARPAnet
      3. 20.3. What You Need to Know
        1. 20.3.1. Search Engine Optimization
        2. 20.3.2. The Infamous Algorithm
        3. 20.3.3. The Key to Keywords
        4. 20.3.4. Content Is King
        5. 20.3.5. The Fresher, the Better
        6. 20.3.6. External Reputable Links
        7. 20.3.7. Practices to Avoid
          1. 20.3.7.1. Keyword Density
          2. 20.3.7.2. You Can't Hide Cloaking
      4. 20.4. Tips, Techniques, and Tactics
      5. 20.5. Providers
      6. 20.6. Commandments
      7. 20.7. Conclusion
      8. 20.8. Readings and Resources
      9. 20.9. Downloads
      10. 20.10. Credits
      11. 20.11. Note
    21. 21. Marketing Yourself (Search Engine Marketing)
      1. 21.1. What's In It for You?
        1. 21.1.1. SEM Stands for Search Engine Marketing
      2. 21.2. Back to the Beginning
        1. 21.2.1. SEM Is Named and Introduced
      3. 21.3. What You Need to Know
        1. 21.3.1. Start Your SEM Campaign
        2. 21.3.2. What Are You Willing to Pay?
        3. 21.3.3. How the Search Engines Charge You
      4. 21.4. Tips, Techniques, and Tactics
      5. 21.5. Providers
      6. 21.6. Commandments
      7. 21.7. Conclusion
      8. 21.8. Readings and Resources
      9. 21.9. Downloads
      10. 21.10. Credits
    22. 22. The Formidable Fourth Screen (Mobile)
      1. 22.1. What's In It for You?
      2. 22.2. Back to the Beginning
        1. 22.2.1. The Handset
        2. 22.2.2. Phone Features
        3. 22.2.3. Mobile Applications
        4. 22.2.4. Rich Media
      3. 22.3. What You Need to Know
        1. 22.3.1. Twitter
        2. 22.3.2. Real-Time Social Engagement
        3. 22.3.3. Reviews
        4. 22.3.4. Mobile Marketing
        5. 22.3.5. Mobile Web Marketing
        6. 22.3.6. Bluetooth Connection
        7. 22.3.7. Location-Based Services
        8. 22.3.8. Mobile Gaming
        9. 22.3.9. MMORPG
        10. 22.3.10. Location-Based Games
        11. 22.3.11. Mobile In-Game Marketing
        12. 22.3.12. Mobile Viral Marketing
        13. 22.3.13. Mobile Marketing Future
        14. 22.3.14. Messaging Convergence
        15. 22.3.15. The Mobile Marketing Association
        16. 22.3.16. Mobile Phone Technology
          1. 22.3.16.1. The Apple iPhone
          2. 22.3.16.2. Google Android
      4. 22.4. Providers
      5. 22.5. Commandments
      6. 22.6. Conclusion
      7. 22.7. Readings and Resources
      8. 22.8. Downloads
      9. 22.9. Credits
      10. 22.10. Notes
    23. 23. Let the Conversation Begin (Interpersonal)
      1. 23.1. What's In It for You?
      2. 23.2. What You Need to Know
        1. 23.2.1. One-to-One
          1. 23.2.1.1. Skype
          2. 23.2.1.2. AOL Instant Messenger
          3. 23.2.1.3. Google Talk
          4. 23.2.1.4. iChat
          5. 23.2.1.5. Jott
        2. 23.2.2. One-to-Many
          1. 23.2.2.1. Twitter
          2. 23.2.2.2. Yahoo! Messenger
          3. 23.2.2.3. Microsoft Live Messenger
          4. 23.2.2.4. Doodle
        3. 23.2.3. Many-to-Many
          1. 23.2.3.1. GoToMeeting
          2. 23.2.3.2. WebEx
          3. 23.2.3.3. Adobe Connect
      3. 23.3. Commandments
      4. 23.4. Conclusion
      5. 23.5. Readings and Resources
      6. 23.6. Downloads
      7. 23.7. Credits
      8. 23.8. Note
  5. II. Tools
    1. 24. Social Networks
      1. 24.1. Company and Tool Profiles
      2. 24.2. Bebo
        1. 24.2.1. What Is It?
        2. 24.2.2. How Can It Be Used?
        3. 24.2.3. What Other Applications Does It Work With?
        4. 24.2.4. Who Uses It?
        5. 24.2.5. Should You Use It?
        6. 24.2.6. Who Started It?
      3. 24.3. Facebook
        1. 24.3.1. What Is It?
        2. 24.3.2. How Can It Be Used?
        3. 24.3.3. What Other Applications Does It Work With?
        4. 24.3.4. Who Uses It?
        5. 24.3.5. Should You Use It?
        6. 24.3.6. Who Started It?
      4. 24.4. Fast Pitch!
        1. 24.4.1. What Is It?
        2. 24.4.2. How Can It Be Used?
        3. 24.4.3. What Other Applications Does It Work With?
        4. 24.4.4. Who Uses It?
        5. 24.4.5. Should You Use It?
        6. 24.4.6. Who Started It?
      5. 24.5. Friendster
        1. 24.5.1. What Is It?
        2. 24.5.2. How Can It Be Used?
        3. 24.5.3. What Other Applications Does It Work With?
        4. 24.5.4. Who Uses It?
        5. 24.5.5. Should You Use It?
        6. 24.5.6. Who Started It?
      6. 24.6. Gather.com
        1. 24.6.1. What Is It?
        2. 24.6.2. How Can It Be Used?
        3. 24.6.3. What Other Applications Does It Work With?
        4. 24.6.4. Who Uses It?
        5. 24.6.5. Should You Use It?
        6. 24.6.6. Who Started It?
      7. 24.7. KickApps
        1. 24.7.1. What Is It?
        2. 24.7.2. How Can It Be Used?
        3. 24.7.3. What Other Applications Does It Work With?
        4. 24.7.4. Who Uses It?
        5. 24.7.5. Should You Use It?
        6. 24.7.6. Who Started It?
      8. 24.8. LinkedIn
        1. 24.8.1. What Is It?
        2. 24.8.2. How Can It Be Used?
        3. 24.8.3. What Other Applications Does It Work With?
        4. 24.8.4. Who Uses It?
        5. 24.8.5. Should You Use It?
        6. 24.8.6. Who Started It?
      9. 24.9. MOLI
        1. 24.9.1. What Is It?
        2. 24.9.2. How Can It Be Used?
        3. 24.9.3. What Other Applications Does It Work With?
        4. 24.9.4. Who Uses It?
        5. 24.9.5. Should You Use It?
        6. 24.9.6. Who Started It?
      10. 24.10. MySpace
        1. 24.10.1. What Is It?
        2. 24.10.2. How Can It Be Used?
        3. 24.10.3. What Other Applications Does It Work With?
        4. 24.10.4. Who Uses It?
        5. 24.10.5. Should You Use It?
        6. 24.10.6. Who Started It?
      11. 24.11. Ning
        1. 24.11.1. What Is It?
        2. 24.11.2. How Can It Be Used?
        3. 24.11.3. What Other Applications Does It Work With?
        4. 24.11.4. Who Uses It?
        5. 24.11.5. Should You Use It?
        6. 24.11.6. Who Started It?
      12. 24.12. Orkut
        1. 24.12.1. What Is It?
        2. 24.12.2. How Can It Be Used?
        3. 24.12.3. What Other Applications Does It Work With?
        4. 24.12.4. Who Uses It?
        5. 24.12.5. Should You Use It?
        6. 24.12.6. Who Started It?
      13. 24.13. Plaxo
        1. 24.13.1. What Is It?
        2. 24.13.2. How Can It Be Used?
        3. 24.13.3. What Other Applications Does It Work With?
        4. 24.13.4. Who Uses It?
        5. 24.13.5. Should You Use It?
        6. 24.13.6. Who Started It?
      14. 24.14. Tool Scorecard for Chapter 24: Social Networks
    2. 25. Publish
      1. 25.1. Blogger
        1. 25.1.1. What Is It?
        2. 25.1.2. How Can It Be Used?
        3. 25.1.3. What Other Applications Does It Work With?
        4. 25.1.4. Who Uses It?
        5. 25.1.5. Should You Use It?
        6. 25.1.6. Who Started It?
      2. 25.2. Constant Contact
        1. 25.2.1. What Is It?
        2. 25.2.2. How Can It Be Used?
        3. 25.2.3. What Other Applications Does It Work With?
        4. 25.2.4. Who Uses It?
        5. 25.2.5. Should You Use It?
        6. 25.2.6. Who Started It?
      3. 25.3. Joomla
        1. 25.3.1. What Is It?
        2. 25.3.2. How Can It Be Used?
        3. 25.3.3. What Other Applications Does It Work With?
        4. 25.3.4. Who Uses It?
        5. 25.3.5. Should You Use It?
        6. 25.3.6. Who Started It?
      4. 25.4. Knol
        1. 25.4.1. What Is It?
        2. 25.4.2. How Can It Be Used?
        3. 25.4.3. What Other Applications Does It Work With?
        4. 25.4.4. Who Uses It?
        5. 25.4.5. Should You Use It?
        6. 25.4.6. Who Started It?
      5. 25.5. SlideShare
        1. 25.5.1. What Is It?
        2. 25.5.2. How Can It Be Used?
        3. 25.5.3. What Other Applications Does It Work With?
        4. 25.5.4. Who Uses It?
        5. 25.5.5. Should You Use It?
        6. 25.5.6. Who Started It?
      6. 25.6. TypePad
        1. 25.6.1. What Is It?
        2. 25.6.2. How Can It Be Used?
        3. 25.6.3. What Other Applications Does It Work With?
        4. 25.6.4. Who Uses It?
        5. 25.6.5. Should You Use It?
        6. 25.6.6. Who Started It?
      7. 25.7. Wikia
        1. 25.7.1. What Is It?
        2. 25.7.2. How Can It Be Used?
        3. 25.7.3. What Other Applications Does It Work With?
        4. 25.7.4. Who Uses It?
        5. 25.7.5. Should You Use It?
        6. 25.7.6. Who Started It?
      8. 25.8. Wikipedia
        1. 25.8.1. What Is It?
        2. 25.8.2. How Can It Be Used?
        3. 25.8.3. What Other Applications Does It Work With?
        4. 25.8.4. Who Uses It?
        5. 25.8.5. Should You Use It?
        6. 25.8.6. Who Started It?
      9. 25.9. WordPress
        1. 25.9.1. What Is It?
        2. 25.9.2. How Can It Be Used?
        3. 25.9.3. What Other Applications Does It Work With?
        4. 25.9.4. Who Uses It?
        5. 25.9.5. Should You Use It?
        6. 25.9.6. Who Started It?
      10. 25.10. Tool Scorecard for Chapter 25: Publish
    3. 26. Photo
      1. 26.1. Flickr
        1. 26.1.1. What Is It?
        2. 26.1.2. How Can It Be Used?
        3. 26.1.3. What Other Applications Does It Work With?
        4. 26.1.4. Who Uses It?
        5. 26.1.5. Should You Use It?
        6. 26.1.6. Who Started It?
      2. 26.2. Photobucket
        1. 26.2.1. What Is It?
        2. 26.2.2. How Can It Be Used?
        3. 26.2.3. What Other Applications Does It Work With?
        4. 26.2.4. Who Uses It?
        5. 26.2.5. Should You Use It?
        6. 26.2.6. Who Started It?
      3. 26.3. Picasa
        1. 26.3.1. What Is It?
        2. 26.3.2. How Can It Be Used?
        3. 26.3.3. What Other Applications Does It Work With?
        4. 26.3.4. Who Uses It?
        5. 26.3.5. Should You Use It?
        6. 26.3.6. Who Started It?
      4. 26.4. Radar.net
        1. 26.4.1. What Is It?
        2. 26.4.2. How Can It Be Used?
        3. 26.4.3. What Other Applications Does It Work With?
        4. 26.4.4. Who Uses It?
        5. 26.4.5. Should You Use It?
        6. 26.4.6. Who Started It?
      5. 26.5. Slide
        1. 26.5.1. What Is It?
        2. 26.5.2. How Can It Be Used?
        3. 26.5.3. What Other Applications Does It Work With?
        4. 26.5.4. Who Uses It?
        5. 26.5.5. Should You Use It?
        6. 26.5.6. Who Started It?
      6. 26.6. SmugMug
        1. 26.6.1. What Is It?
        2. 26.6.2. How Can It Be Used?
        3. 26.6.3. What Other Applications Does It Work With?
        4. 26.6.4. Who Uses It?
        5. 26.6.5. Should You Use It?
        6. 26.6.6. Who Started It?
      7. 26.7. Twitxr
        1. 26.7.1. What Is It?
        2. 26.7.2. How Can It Be Used?
        3. 26.7.3. What Other Applications Does It Work With?
        4. 26.7.4. Who Uses It?
        5. 26.7.5. Should You Use It?
        6. 26.7.6. Who Started It?
      8. 26.8. Zooomr
        1. 26.8.1. What Is It?
        2. 26.8.2. How Can It Be Used?
        3. 26.8.3. What Other Applications Does It Work With?
        4. 26.8.4. Who Uses It?
        5. 26.8.5. Should You Use It?
        6. 26.8.6. Who Started It?
      9. 26.9. Tool Scorecard for Chapter 26: Photo
    4. 27. Audio
      1. 27.1. iTunes
        1. 27.1.1. What Is It?
        2. 27.1.2. How Can It Be Used?
        3. 27.1.3. What Other Applications Does It Work With?
        4. 27.1.4. Who Uses It?
        5. 27.1.5. Should You Use It?
        6. 27.1.6. Who Started It?
      2. 27.2. PodBean
        1. 27.2.1. What Is It?
        2. 27.2.2. How Can It Be Used?
        3. 27.2.3. What Other Applications Does It Work With?
        4. 27.2.4. Who Uses It?
        5. 27.2.5. Should You Use It?
        6. 27.2.6. Who Started It?
      3. 27.3. Podcast.com
        1. 27.3.1. What Is It?
        2. 27.3.2. How Can It Be Used?
        3. 27.3.3. What Other Applications Does It Work With?
        4. 27.3.4. Who Uses It?
        5. 27.3.5. Should You Use It?
        6. 27.3.6. Who Started It?
      4. 27.4. Rhapsody
        1. 27.4.1. What Is It?
        2. 27.4.2. How Can It Be Used?
        3. 27.4.3. What Other Applications Does It Work With?
        4. 27.4.4. Who Uses It?
        5. 27.4.5. Should You Use It?
        6. 27.4.6. Who Started It?
      5. 27.5. Tool Scorecard for Chapter 27: Audio
    5. 28. Video
      1. 28.1. Brightcove
        1. 28.1.1. What Is It?
        2. 28.1.2. How Can It Be Used?
        3. 28.1.3. What Other Applications Does It Work With?
        4. 28.1.4. Who Uses It?
        5. 28.1.5. Should You Use It?
        6. 28.1.6. Who Started It?
      2. 28.2. Google Video
        1. 28.2.1. What Is It?
        2. 28.2.2. How Can It Be Used?
        3. 28.2.3. What Other Applications Does It Work With?
        4. 28.2.4. Who Uses It?
        5. 28.2.5. Should You Use It?
        6. 28.2.6. Who Started It?
      3. 28.3. Hulu
        1. 28.3.1. What Is It?
        2. 28.3.2. How Can It Be Used?
        3. 28.3.3. What Other Applications Does It Work With?
        4. 28.3.4. Who Uses It?
        5. 28.3.5. Should You Use It?
        6. 28.3.6. Who Started It?
      4. 28.4. Metacafe
        1. 28.4.1. What Is It?
        2. 28.4.2. How Can It Be Used?
        3. 28.4.3. What Other Applications Does It Work With?
        4. 28.4.4. Who Uses It?
        5. 28.4.5. Should You Use It?
        6. 28.4.6. Who Started It?
      5. 28.5. Viddler
        1. 28.5.1. What Is It?
        2. 28.5.2. How Can It Be Used?
        3. 28.5.3. What Other Applications Does It Work With?
        4. 28.5.4. Who Uses It?
        5. 28.5.5. Should You Use It?
        6. 28.5.6. Who Started It?
      6. 28.6. YouTube
        1. 28.6.1. What Is It?
        2. 28.6.2. How Can It Be Used?
        3. 28.6.3. What Other Applications Does It Work With?
        4. 28.6.4. Who Uses It?
        5. 28.6.5. Should You Use It?
        6. 28.6.6. Who Started It?
      7. 28.7. Tool Scorecard for Chapter 28: Video
    6. 29. Microblogging
      1. 29.1. Plurk
        1. 29.1.1. What Is It?
        2. 29.1.2. How Can It Be Used?
        3. 29.1.3. What Other Applications Does It Work With?
        4. 29.1.4. Who Uses It?
        5. 29.1.5. Should You Use It?
        6. 29.1.6. Who Started It?
      2. 29.2. Twitter
        1. 29.2.1. What Is It?
        2. 29.2.2. How Can It Be Used?
        3. 29.2.3. What Other Applications Does It Work With?
        4. 29.2.4. Who Uses It?
        5. 29.2.5. Should You Use It?
        6. 29.2.6. Who Started It?
      3. 29.3. Twitxr
      4. 29.4. Tool Scorecard for Chapter 29: Microblogging
    7. 30. Livecasting
      1. 30.1. BlogTalkRadio
        1. 30.1.1. What Is It?
        2. 30.1.2. How Can It Be Used?
        3. 30.1.3. What Other Applications Does It Work With?
        4. 30.1.4. Who Uses It?
        5. 30.1.5. Should You Use It?
        6. 30.1.6. Who Started It?
      2. 30.2. Live365
        1. 30.2.1. What Is It?
        2. 30.2.2. How Can It Be Used?
        3. 30.2.3. What Other Applications Does It Work With?
        4. 30.2.4. Who Uses It?
        5. 30.2.5. Should You Use It?
        6. 30.2.6. Who Started It?
      3. 30.3. Justin.tv
        1. 30.3.1. What Is It?
        2. 30.3.2. How Can It Be Used?
        3. 30.3.3. What Other Applications Does It Work With?
        4. 30.3.4. Who Uses It?
        5. 30.3.5. Should You Use It?
        6. 30.3.6. Who Started It?
      4. 30.4. SHOUTcast
        1. 30.4.1. What Is It?
        2. 30.4.2. How Can It Be Used?
        3. 30.4.3. What Other Applications Does It Work With?
        4. 30.4.4. Who Uses It?
        5. 30.4.5. Should You Use It?
        6. 30.4.6. Who Started It?
      5. 30.5. TalkShoe
        1. 30.5.1. What Is It?
        2. 30.5.2. How Can It Be Used?
        3. 30.5.3. What Other Applications Does It Work With?
        4. 30.5.4. Who Uses It?
        5. 30.5.5. Should You Use It?
        6. 30.5.6. Who Started It?
      6. 30.6. Tool Scorecard for Chapter 30: Livecast
    8. 31. Virtual Worlds
      1. 31.1. Active Worlds
        1. 31.1.1. What Is It?
        2. 31.1.2. How Can It Be Used?
        3. 31.1.3. What Other Applications Does It Work With?
        4. 31.1.4. Who Uses It?
        5. 31.1.5. Should You Use It?
        6. 31.1.6. Who Started It?
      2. 31.2. Kaneva
        1. 31.2.1. What Is It?
        2. 31.2.2. How Can It Be Used?
        3. 31.2.3. What Other Applications Does It Work With?
        4. 31.2.4. Who Uses It?
        5. 31.2.5. Should You Use It?
        6. 31.2.6. Who Started It?
      3. 31.3. Second Life
        1. 31.3.1. What Is It?
        2. 31.3.2. How Can It Be Used?
        3. 31.3.3. What Other Applications Does It Work With?
        4. 31.3.4. Who Uses It?
        5. 31.3.5. Should You Use It?
        6. 31.3.6. Who Started It?
      4. 31.4. There
        1. 31.4.1. What Is It?
        2. 31.4.2. How Can It Be Used?
        3. 31.4.3. What Other Applications Does It Work With?
        4. 31.4.4. Who Uses It?
        5. 31.4.5. Should You Use It?
        6. 31.4.6. Who Started It?
      5. 31.5. Tool Scorecard for Chapter 31: Virtual Worlds
    9. 32. Gaming
      1. 32.1. 4×4 Evolution
        1. 32.1.1. What Is It?
        2. 32.1.2. How Can It Be Used?
        3. 32.1.3. What Other Applications Does It Work With?
        4. 32.1.4. Who Uses It?
        5. 32.1.5. Should You Use It?
        6. 32.1.6. Who Started It?
      2. 32.2. Entropia Universe
        1. 32.2.1. What Is It?
        2. 32.2.2. How Can It Be Used?
        3. 32.2.3. What Other Applications Does It Work With?
        4. 32.2.4. Who Uses It?
        5. 32.2.5. Should You Use It?
        6. 32.2.6. Who Started It?
      3. 32.3. EverQuest
        1. 32.3.1. What Is It?
        2. 32.3.2. How Can It Be Used?
        3. 32.3.3. What Other Applications Does It Work With?
        4. 32.3.4. Who Uses It?
        5. 32.3.5. Should You Use It?
        6. 32.3.6. Who Started It?
      4. 32.4. World of Warcraft
        1. 32.4.1. What Is It?
        2. 32.4.2. How Can It Be Used?
        3. 32.4.3. What Other Applications Does It Work With?
        4. 32.4.4. Who Uses It?
        5. 32.4.5. Should You Use It?
        6. 32.4.6. Who Started It?
      5. 32.5. Tool Scorecard for Chapter 32: Gaming
    10. 33. Productivity Applications
      1. 33.1. Acteva
        1. 33.1.1. What Is It?
        2. 33.1.2. How Can It Be Used?
        3. 33.1.3. What Other Applications Does It Work With?
        4. 33.1.4. Who Uses It?
        5. 33.1.5. Should You Use It?
        6. 33.1.6. Who Started It?
      2. 33.2. AOL
        1. 33.2.1. What Is It?
        2. 33.2.2. How Can It Be Used?
        3. 33.2.3. What Other Applications Does It Work With?
        4. 33.2.4. Who Uses It?
        5. 33.2.5. Should You Use It?
        6. 33.2.6. Who Started It?
      3. 33.3. BitTorrent
        1. 33.3.1. What Is It?
        2. 33.3.2. How Can It Be Used?
        3. 33.3.3. What Other Applications Does It Work With?
        4. 33.3.4. Who Uses It?
        5. 33.3.5. Should You Use It?
        6. 33.3.6. Who Started It?
      4. 33.4. Eventful
        1. 33.4.1. What Is It?
        2. 33.4.2. How Can It Be Used?
        3. 33.4.3. What Other Applications Does It Work With?
        4. 33.4.4. Who Uses It?
        5. 33.4.5. Should You Use It?
        6. 33.4.6. Who Started It?
      5. 33.5. Google Alerts
        1. 33.5.1. What Is It?
        2. 33.5.2. How Can It Be Used?
        3. 33.5.3. What Other Applications Does It Work With?
        4. 33.5.4. Who Uses It?
        5. 33.5.5. Should You Use It?
        6. 33.5.6. Who Started It?
      6. 33.6. Google Docs
        1. 33.6.1. What Is It?
        2. 33.6.2. How Can It Be Used?
        3. 33.6.3. What Other Applications Does It Work With?
        4. 33.6.4. Who Uses It?
        5. 33.6.5. Should You Use It?
        6. 33.6.6. Who Started It?
      7. 33.7. Google Gmail
        1. 33.7.1. What Is It?
        2. 33.7.2. How Can It Be Used?
        3. 33.7.3. What Other Applications Does It Work With?
        4. 33.7.4. Who Uses It?
        5. 33.7.5. Should You Use It?
        6. 33.7.6. Who Started It?
      8. 33.8. MSGTAG
        1. 33.8.1. What Is It?
        2. 33.8.2. How Can It Be Used?
        3. 33.8.3. What Other Applications Does It Work With?
        4. 33.8.4. Who Uses It?
        5. 33.8.5. Should You Use It?
        6. 33.8.6. Who Started It?
      9. 33.9. ReadNotify
        1. 33.9.1. What Is It?
        2. 33.9.2. How Can It Be Used?
        3. 33.9.3. What Other Applications Does It Work With?
        4. 33.9.4. Who Uses It?
        5. 33.9.5. Should You Use It?
        6. 33.9.6. Who Started It?
      10. 33.10. Survey Monkey
        1. 33.10.1. What Is It?
        2. 33.10.2. How Can It Be Used?
        3. 33.10.3. What Other Applications Does It Work With?
        4. 33.10.4. Who Uses It?
        5. 33.10.5. Should You Use It?
        6. 33.10.6. Who Started It?
      11. 33.11. TiddlyWiki
        1. 33.11.1. What Is It?
        2. 33.11.2. How Can It Be Used?
        3. 33.11.3. What Other Applications Does It Work With?
        4. 33.11.4. Who Uses It?
        5. 33.11.5. Should You Use It?
        6. 33.11.6. Who Started It?
      12. 33.12. Yahoo!
        1. 33.12.1. What Is It?
        2. 33.12.2. How Can It Be Used?
        3. 33.12.3. What Other Applications Does It Work With?
        4. 33.12.4. Who Uses It?
        5. 33.12.5. Should You Use It?
        6. 33.12.6. Who Started It?
      13. 33.13. Zoho
        1. 33.13.1. What Is It?
        2. 33.13.2. How Can It Be Used?
        3. 33.13.3. What Other Applications Does It Work With?
        4. 33.13.4. Who Uses It?
        5. 33.13.5. Should You Use It?
        6. 33.13.6. Who Started It?
      14. 33.14. Zoomerang
        1. 33.14.1. What Is It?
        2. 33.14.2. How Can It Be Used?
        3. 33.14.3. What Other Applications Does It Work With?
        4. 33.14.4. Who Uses It?
        5. 33.14.5. Should You Use It?
        6. 33.14.6. Who Started It?
      15. 33.15. Tool Scorecard for Chapter 33: Productivity Applications
    11. 34. Aggregators
      1. 34.1. Digg
        1. 34.1.1. What Is It?
        2. 34.1.2. How Can It Be Used?
        3. 34.1.3. What Other Applications Does It Work With?
        4. 34.1.4. Who Uses It?
        5. 34.1.5. Should You Use It?
        6. 34.1.6. Who Started It?
      2. 34.2. FriendFeed
        1. 34.2.1. What Is It?
        2. 34.2.2. How Can It Be Used?
        3. 34.2.3. What Other Applications Does It Work With?
        4. 34.2.4. Who Uses It?
        5. 34.2.5. Should You Use It?
        6. 34.2.6. Who Started It?
      3. 34.3. Google Reader
        1. 34.3.1. What Is It?
        2. 34.3.2. How Can It Be Used?
        3. 34.3.3. What Other Applications Does It Work With?
        4. 34.3.4. Who Uses It?
        5. 34.3.5. Should You Use It?
        6. 34.3.6. Who Started It?
      4. 34.4. iGoogle
        1. 34.4.1. What Is It?
        2. 34.4.2. How Can It Be Used?
        3. 34.4.3. What Other Applications Does It Work With?
        4. 34.4.4. Who Uses It?
        5. 34.4.5. Should You Use It?
        6. 34.4.6. Who Started It?
      5. 34.5. MyYahoo!
        1. 34.5.1. What Is It?
        2. 34.5.2. How Can It Be Used?
        3. 34.5.3. What Other Applications Does It Work With?
        4. 34.5.4. Who Uses It?
        5. 34.5.5. Should You Use It?
        6. 34.5.6. Who Started It?
      6. 34.6. Reddit
        1. 34.6.1. What Is It?
        2. 34.6.2. How Can It Be Used?
        3. 34.6.3. What Other Applications Does It Work With?
        4. 34.6.4. Who Uses It?
        5. 34.6.5. Should You Use It?
        6. 34.6.6. Who Started It?
      7. 34.7. Yelp
        1. 34.7.1. What Is It?
        2. 34.7.2. How Can It Be Used?
        3. 34.7.3. What Other Applications Does It Work With?
        4. 34.7.4. Who Uses It?
        5. 34.7.5. Should You Use It?
        6. 34.7.6. Who Started It?
      8. 34.8. Tool Scorecard for Chapter 34: Aggregators
    12. 35. RSS
      1. 35.1. Atom
        1. 35.1.1. What Is It?
        2. 35.1.2. How Can It Be Used?
        3. 35.1.3. What Other Applications Does It Work With?
        4. 35.1.4. Who Uses It?
        5. 35.1.5. Should You Use It?
        6. 35.1.6. Who Started It?
      2. 35.2. FeedBurner
        1. 35.2.1. What Is It?
        2. 35.2.2. How Can It Be Used?
        3. 35.2.3. What Other Applications Does It Work With?
        4. 35.2.4. Who Uses It?
        5. 35.2.5. Should You Use It?
        6. 35.2.6. Who Started It?
      3. 35.3. PingShot
        1. 35.3.1. What Is It?
        2. 35.3.2. How Can It Be Used?
        3. 35.3.3. What Other Applications Does It Work With?
        4. 35.3.4. Who Uses It?
        5. 35.3.5. Should You Use It?
        6. 35.3.6. Who Started It?
      4. 35.4. RSS 2.0
        1. 35.4.1. What Is It?
        2. 35.4.2. How Can It Be Used?
        3. 35.4.3. What Other Applications Does It Work With?
        4. 35.4.4. Who Uses It?
        5. 35.4.5. Should You Use It?
        6. 35.4.6. Who Started It?
      5. 35.5. Tool Scorecard for Chapter 35: RSS
    13. 36. Search
      1. 36.1. EveryZing
        1. 36.1.1. What Is It?
        2. 36.1.2. How Can It Be Used?
        3. 36.1.3. What Other Applications Does It Work With?
        4. 36.1.4. Who Uses It?
        5. 36.1.5. Should You Use It?
        6. 36.1.6. Who Started It?
      2. 36.2. Google Search
        1. 36.2.1. What Is It?
        2. 36.2.2. How Can It Be Used?
        3. 36.2.3. What Other Applications Does It Work With?
        4. 36.2.4. Who Uses It?
        5. 36.2.5. Should You Use It?
        6. 36.2.6. Who Started It?
      3. 36.3. Ice Rocket
        1. 36.3.1. What Is It?
        2. 36.3.2. How Can It Be Used?
        3. 36.3.3. What Other Applications Does It Work With?
        4. 36.3.4. Who Uses It?
        5. 36.3.5. Should You Use It?
        6. 36.3.6. Who Started It?
      4. 36.4. MetaTube
        1. 36.4.1. What Is It?
        2. 36.4.2. What Other Applications Does It Work With?
        3. 36.4.3. Who Uses It?
        4. 36.4.4. Should You Use It?
        5. 36.4.5. Who Started It?
      5. 36.5. Redlasso
        1. 36.5.1. What Is It?
        2. 36.5.2. How Can It Be Used?
        3. 36.5.3. What Other Applications Does It Work With?
        4. 36.5.4. Who Uses It?
        5. 36.5.5. Should You Use It?
        6. 36.5.6. Who Started It?
      6. 36.6. Technorati
        1. 36.6.1. What Is It?
        2. 36.6.2. How Can It Be Used?
        3. 36.6.3. What Other Applications Does It Work With?
        4. 36.6.4. Who Uses It?
        5. 36.6.5. Should You Use It?
        6. 36.6.6. Who Started It?
      7. 36.7. Yahoo! Search
        1. 36.7.1. What Is It?
        2. 36.7.2. How Can It Be Used?
        3. 36.7.3. What Other Applications Does It Work With?
        4. 36.7.4. Who Uses It?
        5. 36.7.5. Should You Use It?
        6. 36.7.6. Who Started It?
      8. 36.8. Tool Scorecard for Chapter 36: Search
    14. 37. Mobile
      1. 37.1. airG
        1. 37.1.1. What Is It?
        2. 37.1.2. How Can It Be Used?
        3. 37.1.3. What Other Applications Does It Work With?
        4. 37.1.4. Who Uses It?
        5. 37.1.5. Should You Use It?
        6. 37.1.6. Who Started It?
      2. 37.2. AOL Mobile
        1. 37.2.1. What Is It?
        2. 37.2.2. How Can It Be Used?
        3. 37.2.3. What Other Applications Does It Work With?
        4. 37.2.4. Who Uses It?
        5. 37.2.5. Should You Use It?
        6. 37.2.6. Who Started It?
      3. 37.3. Brightkite
        1. 37.3.1. What Is It?
        2. 37.3.2. How Can It Be Used?
        3. 37.3.3. What Other Applications Does It Work With?
        4. 37.3.4. Who Uses It?
        5. 37.3.5. Should You Use It?
        6. 37.3.6. Who Started It?
      4. 37.4. CallWave
        1. 37.4.1. What Is It?
        2. 37.4.2. How Can It Be Used?
        3. 37.4.3. What Other Applications Does It Work With?
        4. 37.4.4. Who Uses It?
        5. 37.4.5. Should You Use It?
        6. 37.4.6. Who Started It?
      5. 37.5. Jott
        1. 37.5.1. What Is It?
        2. 37.5.2. How Can It Be Used?
        3. 37.5.3. What Other Applications Does It Work With?
        4. 37.5.4. Who Uses It?
        5. 37.5.5. Should You Use It?
        6. 37.5.6. Who Started It?
      6. 37.6. Jumbuck
        1. 37.6.1. What Is It?
        2. 37.6.2. How Can It Be Used?
        3. 37.6.3. What Other Applications Does It Work With?
        4. 37.6.4. Who Uses It?
        5. 37.6.5. Should You Use It?
        6. 37.6.6. Who Started It?
      7. 37.7. SMS.ac
        1. 37.7.1. What Is It?
        2. 37.7.2. How Can It Be Used?
        3. 37.7.3. What Other Applications Does It Work With?
        4. 37.7.4. Who Uses It?
        5. 37.7.5. Should You Use It?
        6. 37.7.6. Who Started It?
      8. 37.8. Tool Scorecard for Chapter 37: Mobile
    15. 38. Interpersonal
      1. 38.1. Acrobat Connect
        1. 38.1.1. What Is It?
        2. 38.1.2. How Can It Be Used?
        3. 38.1.3. What Other Applications Does It Work With?
        4. 38.1.4. Who Uses It?
        5. 38.1.5. Should You Use It?
        6. 38.1.6. Who Started It?
      2. 38.2. AOL Instant Messenger
        1. 38.2.1. What Is It?
        2. 38.2.2. How Can It Be Used?
        3. 38.2.3. What Other Applications Does It Work With?
        4. 38.2.4. Who Uses It?
        5. 38.2.5. Should You Use It?
        6. 38.2.6. Who Started It?
      3. 38.3. Go To Meeting
        1. 38.3.1. What Is It?
        2. 38.3.2. How Can It Be Used?
        3. 38.3.3. What Other Applications Does It Work With?
        4. 38.3.4. Who Uses It?
        5. 38.3.5. Should You Use It?
        6. 38.3.6. Who Started It?
      4. 38.4. Apple iChat
        1. 38.4.1. What Is It?
        2. 38.4.2. How Can It Be Used?
        3. 38.4.3. What Other Applications Does It Work With?
        4. 38.4.4. Who Uses It?
        5. 38.4.5. Should You Use It?
        6. 38.4.6. Who Started It?
      5. 38.5. Jott
        1. 38.5.1. What Is It?
        2. 38.5.2. How Can It Be Used?
        3. 38.5.3. What Other Applications Does It Work With?
        4. 38.5.4. Who Uses It?
        5. 38.5.5. Should You Use It?
        6. 38.5.6. Who Started It?
      6. 38.6. Meebo
        1. 38.6.1. What Is It?
        2. 38.6.2. How Can It Be Used?
        3. 38.6.3. What Other Applications Does It Work With?
        4. 38.6.4. Who Uses It?
        5. 38.6.5. Should You Use It?
        6. 38.6.6. Who Started It?
      7. 38.7. Skype
        1. 38.7.1. What Is It?
        2. 38.7.2. How Can It Be Used?
        3. 38.7.3. What Other Applications Does It Work With?
        4. 38.7.4. Who Uses It?
        5. 38.7.5. Should You Use It?
        6. 38.7.6. Who Started It?
      8. 38.8. WebEx
        1. 38.8.1. What Is It?
        2. 38.8.2. How Can It Be Used?
        3. 38.8.3. What Other Applications Does It Work With?
        4. 38.8.4. Who Uses It?
        5. 38.8.5. Should You Use It?
      9. 38.9. Tool Scorecard for Chapter 38: Interpersonal
  6. III. Strategy
    1. 39. The Four Pillars of Social Media Strategy
      1. 39.1. Mastering the Four Pillars
        1. 39.1.1. What Are You Really Communicating?
        2. 39.1.2. In Celebration of Collaboration
        3. 39.1.3. Engagement through Education
        4. 39.1.4. Now That's Entertainment
      2. 39.2. Giving Up Some Control and Seeking Influence
      3. 39.3. Determining How Your Content Defines You
      4. 39.4. Creating a Community around Your Content
        1. 39.4.1. Can You Compete with Millions of Communities?
        2. 39.4.2. The Relationship between Sticky Content and a Strong Community
        3. 39.4.3. Five Behaviors That Make or Break a Community
        4. 39.4.4. Five Kinds of Communities
          1. 39.4.4.1. Metropolis Communities
          2. 39.4.4.2. Affinity Communities
          3. 39.4.4.3. Intracompany Communities
          4. 39.4.4.4. Vertical Communities
          5. 39.4.4.5. Horizontal Communities
      5. 39.5. Establishing and Managing Your Community
        1. 39.5.1. Tips for Managing Your Community
      6. 39.6. Conclusion
      7. 39.7. Credits
    2. 40. Your Social Media SWOT Analysis
      1. 40.1. Your Social Media Awareness Index
      2. 40.2. Your Tool Scorecards from Part II
      3. 40.3. Initiating the SWOT Analysis
        1. 40.3.1. Strengths and Weaknesses
        2. 40.3.2. Opportunities and Threats
      4. 40.4. Completing the SWOT Analysis
      5. 40.5. Conclusion
      6. 40.6. Credits
    3. 41. The ACCESS Model
      1. 41.1. Meanwhile at the Movies
      2. 41.2. Your Audience Is Crucial
        1. 41.2.1. Identifying Your Audience
          1. 41.2.1.1. Demonstrated Behaviors
          2. 41.2.1.2. Self-Reported Behaviors
          3. 41.2.1.3. Attitudes, Values, and Beliefs
          4. 41.2.1.4. Needs and Preferences
          5. 41.2.1.5. Demographic Data
          6. 41.2.1.6. Professional, Social, and Service Organizations
          7. 41.2.1.7. Influencers and Promoters
          8. 41.2.1.8. Creating Audience Archetypes or Personas
        2. 41.2.2. Back to the Movies—An Example
      3. 41.3. Importance of Your Concept
        1. 41.3.1. What Is Your Concept?
          1. 41.3.1.1. General Motors
          2. 41.3.1.2. PETCO
          3. 41.3.1.3. What Is Your Concept?
          4. 41.3.1.4. Convert Your Concept into a Concept Statement
          5. 41.3.1.5. Preparing to Test and Validate Your Concept
      4. 41.4. Understand Your Competition
        1. 41.4.1. The Difference between Knowing and Understanding
          1. 41.4.1.1. Some Simple Strategies to Employ
      5. 41.5. Essence of Execution
        1. 41.5.1. What Exactly Is Execution?
          1. 41.5.1.1. The Third Theory
        2. 41.5.2. Social Media Must Be Part of the Formula
        3. 41.5.3. The Wisdom of the Crowd and Crowd Sourcing
        4. 41.5.4. Audience Engagement
      6. 41.6. At the End of the Day It's about Sales Viability
        1. 41.6.1. What Are You Selling to Your Community?
        2. 41.6.2. Net Promoter Score
      7. 41.7. Conclusion
      8. 41.8. Credits
    4. 42. Evaluate and Organize Existing Resources
      1. 42.1. How to Tap into Employee Wisdom
      2. 42.2. Pinpoint Your Social Media Starting Point
      3. 42.3. Revisiting Your Social Media SWOT Analysis
      4. 42.4. Assess Your Technology and Support
        1. 42.4.1. Social Media Hardware
        2. 42.4.2. Viewers
        3. 42.4.3. Publishers
      5. 42.5. Conclusion
      6. 42.6. Credit
    5. 43. Your Implementation Plan
      1. 43.1. Your Social Media Personal Strategy
      2. 43.2. Your Social Media Business Strategy
        1. 43.2.1. Step One: Define a 12-Month Social Media Macro Strategy
        2. 43.2.2. Step Two: Engage Your Employees
        3. 43.2.3. Step Three: Get Closer to Customers and Prospects
        4. 43.2.4. Step Four: Think Like a Publisher
        5. 43.2.5. Step Five: Create a Community
        6. 43.2.6. Step Six: Measure What's Most Important
      3. 43.3. Conclusion
      4. 43.4. Credits
  7. BIOGRAPHIES OF OUR EXPERTS

Product information

  • Title: The Social Media Bible: Tactics, Tools, and Strategies for Business Success
  • Author(s): Lon Safko, David K. Brake
  • Release date: May 2009
  • Publisher(s): Wiley
  • ISBN: 9780470411551