Social Media Marketing

(^377) ■

Index

A
AARP’s online community, 58, 256
Abbot, Susan, 129, 130
Abbot Research and Consulting, 129,
130
Accenture’s 2010 Global Content
Study, 47
action sports, 263, 264, 267, 268,
284
active listening, 23, 110, 111, 112,
113, 115, 116–117, 124,
129–130, 131, 135, 147, 167,
168, 187, 188, 217, 219. See also
listening
activity feeds, 296, 310
adjacency, 306, 307
Ad:Tech, 305
advocacy
benefits of, 21–22
engagement and, 211–214,
225–227
advocate Mom, 140, 190
AIIM (Association for Information
and Image Management), 339
Aircel, 65
Bengal Tigers and, 271, 272
voicemail application, 65, 66, 103,
271, 326, 331
aircraft carrier tour, 10–11
airline flight delays, 214–220
3-hour rule, 214, 215, 216, 217,
219
airlines
Alaskan Airlines, 12, 217
American, 12, 218
Boeing, 114
Continental Airlines, 1, 12, 39,
73, 118, 119, 172, 217
Dubai’s Emirates, 218
JetBlue, 218–219, 220
Kingfisher Airlines, 73, 218, 336
ratings/reviews and, 12
Southwest Airlines, 12, 56, 94,
186, 217
United Airlines, 39
Airport Operation Command Centre
(AOCC), 122
airports
Bengaluru International Airport,
1, 118, 119–123, 136
Cleveland/Milwaukee choice and,
208–209

JFK, 218

Newark, 172

Alaskan Airlines, 12, 217

Alaskan salmon, 258

A-list bloggers, 46, 170

all about me...and us, 174–175

Alterian’s SM2 platform, 46, 124,

127, 128, 129, 149, 168, 184,

235, 238, 242

Altimeter “Engagement db 2009”

report, 225, 228

Altimeter response matrix, 12, 25,

186, 345

Altimeter’s social computing policies,

247, 254

Amazon, 232

AMD, 340

American Airlines, 12, 218

American Baby, 224

American Cancer Society, 91

American Express, 45, 178, 267, 303

American Express “Open Forum,”

267, 303

analytics. See also social media

analytics; Web analytics

business analytics, 158–162, 163,

180–184, 241, 274

commerce analytics, 161

Android-based G1 phone, 90, 223

anonymity, 8, 82, 83, 319, 336, 337

Ant’s Eye View, 14, 34, 39, 173–174

AOCC (Airport Operation Command

Centre), 122

APIs (application programming

interfaces), 298. See also social

graph APIs

Appirio Cloud Connectors, 238

Apple

iPhones, 89, 140, 223

iPods, 112

application programming interfaces

(APIs), 298. See also social

graph APIs

applied knowledge transfer, 69–71

Armadillo Award, 186

Arrington, Michael, 237

Aspen Institute, 83

Assheton-Smith, Glenn, 256, 273

Association for Information and

Image Management (AIIM), 339

Atari’s Tweet in Klingon, 94–95, 105

AT&T, 213

attention holders, 284

audience definition, 343–344

Austin, Texas

Dachis Group, 91, 161, 163, 197,

334

Dachis Group in, 91

FG SQUARED in, 85

Formaspace in, 180–181, 182

GSD&M in, 56, 58, 117, 283

Homeaway in, 6

Social Web Strategies in, 45, 279

Twellow and, 290, 291, 296

authority, earning, 35

automated listening tools, 148

automated sentiment, 148

awareness, 321, 322, 326, 328

B

B2B. See business-to-business

baggage delivery standards, 121–122.

See also Bengaluru International

Airport

Bain Consulting, 180

Bank of America, 114

Barrett, Andrew, 265, 266

baseball, 256

Basecamp, 76, 243

baselines, 167–169, 184

BatchBlue, 240

BatchBook, 240

Bazaarvoice, 12, 124, 145–146, 160,

226, 332

beingpeterkim.com, 26, 197

Bengal Tigers, 271, 272

Bengaluru International Airport, 1,

118, 119–123, 136

Best Buy, 36, 342

best practices

moderation, 34

for social business, 191–197

social computing policies, 70

Better Homes and Gardens, 224

Bhargava, Rohit, 116, 166. See also

active listening

Bill of Privacy Rights (Social Web),

303

“Bill of Rights” (Social Web), 237

“Bing-Thon,” 94

birds of a feather flock together, 293.

See also homophily

Black Belt program (Intel), 35, 36

bladeless fans, 123, 148

Bliss, Jeanne, 321

Index