288Index■red-face tests, 143
Red fan page, 199
Reese, John, 83
relevance of special offers, 174
religious commentary, 85
Removed Fans metric, 132, 227
reporters, 237
reports
first, 120–121, 121
outcomes, 182–183
reviewing, 130–133, 131
strategy, 73
repurposing profiles, 83–85
research and influence applications, 260
resources, 257
blogs, 258–259
companion website, 258
reading material, 258
tools, 259–260
responsibilities in organizations, 236–239
Ressler, Steve, 244–245
Resubscribes metric, 132
RetroModGirl blog, 124
return on investment (ROI)
demonstrating, 183
Mayo Medical School, 222–224
perspective on, 224–226
reuse of content, 109–110
reviews, 161
Reviews metric, 132–133
revising advertising, 59– 60
risk management applications, 208–209
ROI (return on investment)
demonstrating, 183
Mayo Medical School, 222–224
perspective on, 224–226
roles in organizations, 236–239
Roshambull game, 193–195, 193–194S
San Francisco government, 245
sandboxes, 160
sanitizing profiles, 85
scheduling advertising, 135–136
school information in account setup, 41
schools, 248–250
Scoble, Robert, 79, 81
Scobleizer blog, 79
scope of applications, 206–207
scorecards, 71–73, 72
Scotch Shoe, 56–57
Search engine Journal, 102, 102
Search engine Marketing Professionals
Organization (SeMPO), 231
search engine optimization (SeO) benefits, 172search engines, 5–6
optimization, 158
shared data, 114
secret groups, 100
security settings, 75–77, 77
Selective Tweet Status app, 163
Selective Tweets application, 200 , 259
self-expression as motivator, 33
SeMPO (Search engine Marketing Professionals
Organization), 231
Sensorpedia, 245
sentiment monitoring applications, 260
SeO (search engine optimization) benefits, 172
services as special offers, 174 –175
seven-day moving averages, 152–153, 153 , 220
severity levels in debugging, 209
Sewickley Academy, 250
sharing
events, photos, and videos, 88 , 89
information, 16
links, 43, 114
sharing opinions as motivator, 33
showing off as motivator, 33
Simonson, Robert, 124
single sign-on in Facebook Connect, 164, 166
skill sets, 66
SlashFood blog, 124
SlideShare application, 90
Smith, Mari, 161
social comments in Facebook Connect, 164
social commerce, 18
social distribution in Facebook Connect, 164
social games, 196
social graphs, 24–25, 24
social marketing history, 2 , 2
consumer engagement, 20 –21
expectations, 18 –20
Facebook emergence, 10 –13, 11
future, 16 –18. See also future of Facebook
Google and clickthrough ads, 6–7, 6
growth, 15–16
online services, 3–4, 3
real-time feeds, 13 –14
search engines, 5–6
social networks emergence, 7–10, 9
World Wide Web, 4–5, 4
social media
defined, 24–25, 24
integrating web with, 171–172
Social Media examiner site, 70
social microsites, 272
social networks
campaign ideas, 37– 40
defined, 24–25, 24
emergence, 7–10, 9
landscape, 25–27, 27569641bindex.indd 288 3/23/10 9:03:49 PM