282Index■D
daily data collection, 139
dancing baby, 34
dashboards
backing up, 142 , 216
populating, 139 –140, 139
reviewing and improving, 151–152
setting up, 180 –182, 181–182
data for advertising and campaigns, 137
analyzing, 138–139, 181–182, 182
collecting, 180 –182, 181–182
dashboard, 139 –140, 139 , 142 , 216
evaluating, 138
moving averages, 140 –141, 140 –141,
152–155, 152–155
reporting reviews, 130–133, 131
testing, 142 –143
deals by local businesses, 253
debugging applications, 209–210
decision-making transparency by governmental
organizations, 243
deep Focus agency, 122, 124
defaults
fan page views, 161, 161
landing pages, 52
defense department, 245
deliverables in applications, 207
dell Computers engagement Ads, 55–56
demographics considerations, 8–9, 29–30,
132, 227
department of defense, 245
derivative statistics, 215
digital Millennium Copyright Act (dMCA),
121–122
discovery applications, 191–193, 191–192
discussion boards, 161, 162
discussion Posts metric, 132–133
discussion tab, 132
diversity of opinion for advertising campaigns, 60
dMCA (digital Millennium Copyright Act),
121–122
dogpile search engine, 5
doritos, 158
dos equis, 81, 82
dummies Man, 80–81E
e-commerce, 38
e2Campus service, 249
early adopters, 251
edit Page link, 105, 198
editor-in-chief, 112
editorial policy for content, 110 –112education
in profiles, 76
stakeholders, 149
educational organizations, 248–250
eFF (electronics Frontier Foundation), 248
effective cost per click, 150
eight O’Clock Coffee, 124
elections, 240
electronics Frontier Foundation (eFF), 248
email services, 3
eMarketer
MySpace revenue, 31
time on social networks, 15
embarrassing content, 114
emergency notifications, 249
emotion as motivator, 33
employees vs. vendors, 237–239
engagement
applications, 260
consumer, 20 –21
measuring, 130, 226–229, 226–227
special offers, 174
engagement Ads, 55–57
engagement Rate metric, 130
enterprise 2.0 site, 70
entertainment applications, 198
epinions, 18
era of Social Commerce, 18
erroneous content, 114
escapism as motivator, 33
eSP n, 69
events, 161
fan pages, 105, 161
posting, 115
sharing, 88 , 89
events tab, 105
evite, 88
excel spreadsheets, 138, 152, 216
excite search engine, 5
executive management, 217
executive sponsors, 237
expectations in social marketing, 18 –20
expertise of consultants, 120
experts, finding, 119
exposure, Facebook Connect for, 168
extended Info application, 90, 199 , 199
extending brands, applications for, 198F
Facebook
emergence, 10 –13, 11
overview, 30 –31
Facebook Ads, 55
Facebook Application development, 202569641bindex.indd 282 3/23/10 9:03:44 PM