(^289) ■
Index
one-size-fits-all, 27–28
one-trick hybrid, 29
one-trick pony, 28–29
opportunities, 36 –37
summary, 29–30
truths, 33–34
viral marketing, 34–36
social web audits, 250
SocialSafe.net, 114
soft-selling fan pages, 98
sorting content, 110
sourcing content, 110
Southeastern Conference of college athletics, 69
special offers, 173 –174
InstaWhite Smile, 174 –175
Pittsburgh Pirates team, 175–176
Prague City Apartments, 176 –178
speed of applications, 202–203
spending on campaigns, 181–182, 182
Spiridellis, Gregg, 168
sports
eSP n, 69
special offers, 175–176
spreadsheets, 138, 152, 216
stakeholders
ad process education, 149
needs analysis, 63–64
standard deviation, 152
Stanford University, 250
startup businesses, 250–252
Static FBML application, 160, 179
benefits, 198–199
for widgets, 197
statistics, 215, 217
status
ad, 147
updates posting, 86–87, 86–87
Status Update search, 78
Stay, Jesse, 202, 267–269
Stephens, Brian, 56
Sterling Cooper agency, 122
Story, Louise, 10
strategies
campaigns, 179 –180
content, 108–109
portal, 264
Stream metrics, 130
student notifications, 249
%Sub/Click metric, 181
subject matter, editorial policy for, 111
subscriptions in monetizing applications, 210
Subservient Chicken campaign, 34 –35, 35 , 58
success metrics for advertising, 129–130
success stories
researching, 69–70
sharing, 183
successful social media campaigns, 51–53
Sugars, Brad, 247
Suggestions boxes, 155, 155
summaries of links, 114
SuperCamp, 250
SurveyMonkey, 64
surveys for customer needs, 64–65
Susan G. Komen for the Cure, 248
Swift, Kane, 248
Sysomos company, 228
T
T-shirts, 51–53
tabs
applications, 53
fan pages, 160 –161, 161
URLs for, 233
tactics
campaigns, 181–182, 182
mapping customer needs to, 49–50
“Taken Out of Context: American Teen Sociality
in networked Publics”, 12
targeting
advertising, 135, 135
audience, 29, 34
data for, 138
by startup businesses, 251
updates, 160
Tate, Kevin, 271–272
TechCrunch.com site
China social networks, 38
fan page data, 228
technical leads, 237
Tequila, Tila, 187
terms for applications, 204
tests
campaigns, 142 –143
landing pages, 232–233
multichannel marketing, 171
text in advertising, 134
text messaging, 28–29
TheKitchn blog, 124
third parties
applications
fan pages, 161–163
installing, 89–90
backup services, 114
content, 110
help, 120
monetizing applications, 211
vendors and consultants, 238–239
Threadless.com site, 51–53
3M fan pages, 56 –57
thumbnail pictures for links, 114
Thunderbird, School of Global Management, 250
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