(^287) ■
Index
posting, 115–116, 115
Raising Cane’s, 94, 96
sharing, 88 , 89
Photos tab, 105
Pick Your Five series, 196
Pillow Fight application, 191, 191
pilot projects, 243
Pittsburgh Pirates team special offers, 175–176
plans, 61
best practices and success stories research,
69–70
competitor assessment, 70–71
customer needs, 64–65
metrics, 71–73, 72
monitoring and modifying, 117–121, 118 , 121
policy setting, 67– 69
presenting, 74
project goals, 62–63
reporting strategy, 73
stakeholder needs, 63–64
work roles, 65–67
Playdom company, 196
Playfish company, 196
policies
applications, 204
content, 110 –112
setting, 67– 69
politics
elections, 240
organization, 67
in profiles, 85
Poll application, 162
popularity of competitors, 70–71
portal strategies, 264
portal web sites, 5
Porter, Barbara, 222–224
Post Quality metric, 130, 132
Posterous blogging platform, 200
posting
photos, 115–116, 115
status updates, 86–87, 86–87
Posts metric, 132
power users, 255
PR of competitors, 71
Prague City Apartments special offers, 176 –178
praise, 36
presenting plans, 74
presidential elections, 240
pricing of advertising, 136–137, 136
priorities
debugging, 209–210
multichannel marketing, 170
privacy
profile uses, 77–79
settings, 75–77, 77 , 168
private experiences, 84
Prodigy, 3–4, 3
product strategy for content, 108–109
products, defining, 53 , 55
professional experiences vs. personal, 84–85
Profile HTML application, 90
profiles
businesses, 83–85, 103
Classmates.com, 8
for consumer campaigns, 79–83, 82
data in, 75–77, 77
metrics, 130
MySpace, 9, 9
sanitizing, 85
uses, 77–79
programmers, hiring, 204–205
progress
analyzing, 120–121, 121
charts for, 183
reassessing, 118 –119, 118
projects
goals, 62–63
pilot, 243
planning and tracking applications, 208
prospecting, 38
providers of applications, 260
public relations disasters, 35
Publisher for status updates, 87
publishing content to wall, 113 –114, 113
purpose in editorial policy, 111
Q
QQ.com site, 28
Quantum Link, 2, 2
quick-start guide, 54
quiz applications, 196–197
QuizMonster application, 197
QuizPlanet! application, 197
QuizYourFriends application, 197
R
Raising Cane’s page, 94–98, 95–97
Re-subscribes metric, 228
Rea, Brian, 123
reach of special offers, 174
reading material, 258
real-time feeds, 13 –14
real-time messaging, 172 –173
real-time notifications, 253
recalibrating advertising, 150 –151
recommendations, 36
recruitment by educational organizations, 250
Red Bull Roshambull, 193–196, 193–194
Red Cross, 248
569641bindex.indd 287 3/23/10 9:03:48 PM
tuis.
(Tuis.)
#1