286Index■MySpace network, 28
vs. Facebook, 10 –11
overview, 30 –31
startup, 8–9
users, 8N
names
ad statistics, 147
vanity and usernames, 158–159
nASA, 241 , 241–242
networked Blogs application, 90, 162, 199
new Fans metric, 132, 227
new products and services, applications for, 189
news Feeds, 13, 42– 45, 44
for applications, 186–187
content editing, 114
discovery applications, 191
and fictional characters, 80, 82
metrics, 130
status updates, 86–87, 86–87
suggestions boxes, 155
newsletters for local businesses, 252–253
nielsen Online
Facebook users, 42
time on social networks, 15
noise, 17
nonprofit organizations, 246–248, 247
nostalgia as motivator, 33
notes application, 91 , 105, 161, 200–201, 201
notes tab, 105
notifications
emergency, 249
local businesses, 253O
OAuth authentication, 166
Obama, Barack, 240
objectives, 51–52
offers
local businesses, 253
special, 173 –178
One Kid, One Cure, and the Power of Social
networking page, 248
one-size-fits-all social networks, 27–28
one-trick pony social networking, 28–29
1800flowers.com, 262
OneForty repository, 259
O’neill, nick, 270 –271
online services, 3–4, 3
Oodle ads service, 91
Open Graph API, 270 –272
open groups, 100OpenId authentication, 166
OpenSocial authentication, 166
operational realities of content, 110
opinions, 17, 43
Oprah.com site, 124
Oprah Winfrey Show, 199
optimization
applications for, 198–201, 199–201
data for, 180
overoptimization, 220
search engines, 158, 172
organization, editorial policy for, 111
organizational considerations, 235
business-to-business campaigns, 254–255
education, 248–250
governments, 240–245, 241–242
local businesses, 252–254
nonprofits, 246–248, 247
roles and responsibilities, 236–239
startup businesses, 250–252
organizational fit, 74
Orkut site, 28, 30, 32
outbound communications, 37
outcomes reports, 182–183
Over Time chart, 132
overadvertising, 109
overfriending, 82–83
overoptimization, 220
Overture by Yahoo!, 7
Owyang, Jeremiah, 18, 267P
P2 (people to people), 255
Pacific University, 249
Page Views metric, 132–133, 215–216, 227
pages. See fan pages
Pancreatic Cancer Action network, 248
paying for advertising, 136–137, 136
people to people (P2), 255
percentage of conversions, 52
performance of ads, 146 –148, 147
persistence of Facebook Connect, 165
personal experiences vs. professional, 84–85
personal gifts, 197
personal information
account setup, 40–42, 41
profiles, 75
personal recommendations by local
businesses, 253
personalization in Facebook Connect, 165
personas, 48–49, 79
photos, 28, 105, 161
Facebook Photos, 25
Flickr, 29, 32
nASA, 241, 242569641bindex.indd 286 3/23/10 9:03:47 PM