Social Media Marketing

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a p p e n d i x

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EFERENCES

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Social Networking for Business

For more on the direct application of social networking and social computing for busi-

ness, consider reading Rawn Shah’s Social Networking for Business (Wharton, 2010).

Follow Rawn on Twitter: @Rawn.

http://www.onlinecommunityreport.com/archives/599-Online-Community-Expert-

Interview-Rawn-Shaw,-IBM.html

Social Computing Policies

IBM offers its social computing policies for review. Some time spent with these is

highly recommended.

http://www.ibm.com/blogs/zz/en/guidelines.html

Social Computing Policy: Ready-Made Examples

Altimeter has compiled a representative listing of social computing policies, includ-

ing large and small businesses as well as nonprofit and service organizations. You will

find the listing by searching “social computing policy examples” or by visiting the fol-

lowing URL:

http://wiki.altimetergroup.com/page/Social+Media+Policies

Choosing a Social Object

Altimeter’s Jeremiah Owyang offers a handy reference when considering various social

objects, including social objects built around brands, and products or services. You’ll

find the chart here:

http://www.web-strategist.com/blog/2010/04/08/matrix-how-to-choose-social-

media-programs-by-brand-lifestyle-product-or-location/

Knowledge Assimilation

Ross Mayfield, founder and CEO of Socialtext, talks in detail about the use of collab-

orative tools inside businesses: You can review his post here:

http://ross.typepad.com/blog/2009/08/crm-iceberg.html

Implementing Social Technology

As you begin to plan and implement your social business programs, the following

resources will prove valuable.