386
i n d e x■customer support and, 131–135
decision-support elements of,
123–136
defined, 38–39, 49–50, 123
Deming and, 251
elements of, 235
Esteban and, 112, 123, 136
global applications of, 347
Greenberg and, 39, 50, 231
The New Know and, 237
NPS and, 12, 119, 126, 168,
180–184, 189, 212
Social Web “Bill of Rights” and,
237
SoHo Publishing and, 44–45
use cases, 239
Women’s Fund of Miami-Dade
County and, 43–44
“Social CRM Comes of Age”
(Greenberg), 39, 50
Social CRM components, 238
Social CRM program
building, 238–248
defining, 250–253
delivery experience and, 243–245
Enterprise 2.0 and, 250–253
guide/use cases for, 239
hope and, 239–240
KPIs and, 247–248
measurements and, 247–248
objectives of, 242–243
organizational culture and, 243
plan creation and, 240–247
Social CRM components and, 238
team for, 245–246
Social Feedback Cycle, 4–11, 21,
26, 36, 190. See also purchase
funnel
social graph, 287–315
Bill of Privacy Rights and, 303
in business, 297–311
BuzzStream and, 41–42, 46, 47,
49, 70, 96, 124, 127, 128,
129, 146–147, 149, 150, 151,
152, 170, 235, 238, 242,
250, 312
chart of, 289
connecting and, 297–303
content spreading and, 307–309
data visualization and, 289
defined, 30, 31, 127, 288
as fundamental term, 288
growing, 297
KickApps and, 309
managing, 308
mapping, 126–128
measuring, 294–295, 300,
311–314
Minggl and, 308
primer for, 289
profiles and, 85–86Rapleaf and, 235, 238, 242,
293–294
relationships and, 295–296
simple, 288, 289
social ecosystem and, 102, 103
social graph applications,
324–325
social network v., 31, 102, 287,
288, 314
source and, 127–128
tools for powering, 295–297
Twitter and, 293
universal social graph and,
309–310
social graph APIs, 298, 303, 304
Facebook API, 103, 298, 347
Google API, 42, 298
LinkedIn and, 303, 304
social influence (influencer analytics),
149, 150
social learning, 171
social media
as “digital word-of-mouth,” 5
interruptions and, 4, 57, 258–260,
282, 283, 284
marketing and, 189–191, 198
measuring, 179–184
SEO and, 283–284
traditional media v., 141–142 ,
235, 237
social media analytics, 8, 140–148.
See also measurement; Web
analytics
business analytics with, 180–184
BuzzStream and, 41
customer POV and, 125–126
customer-provided information
and, 8
Gatorade social media mission
control and, 114
KPIs and, 115
primary, 144
social business and, 109
Social CRM and, 123
trend charts, 143
Twitter and, 25
Social Media Business Council, 14,
251
social media marketing
measurement program and, 145
mistakes and, 97, 98
social business v., 10, 38, 74
Social Media Marketing: An Hour a
Day (Evans), 110, 124
Social Media Today, 321, 322
“Social Networking for Business”
(Shah), 69
social networks, 288. See also social
graph
Bill of Privacy Rights and, 303
business in, 303–304
buying followers for, 324defined, 288
extensions, 325–328
external, 92
graph of, 289
internal, 91
like-mindedness and, 290–293
malleable, 305–306
mapping, 304
relationships and, 296
SaaS and, 91, 133, 325, 328, 332
sharing and, 293
social applications and, 103
social graph v., 31, 102, 287, 288,
314
spam and, 33, 302
universal social graph and,
309–310
social objects, 255–286. See also
causes; lifestyles; passions
Assheton-Smith on, 256, 273
attraction of, 260–261
building on, 261–266
in business, 281–284
causes as, 268–272
community and, 264
conversation and, 282–283
creating, 272–281
defining, 256–261, 284–285
Engeström and, 257, 285
findable, 283–284
as fundamental term, 288
identification of, 263–264,
266–272
interruptions and, 4, 57, 258–260,
282, 283, 284
larger, 58, 104, 256, 257, 280, 284
lifestyles as, 266–267
passions as, 268
pets as, 265–266
presence around, 262, 264
short posts as, 148, 256, 284, 318
sports and, 256, 267
Twitter and, 256–257
social platforms. See also
communities; support forums
social ecosystem and, 104
white-label, 85, 90, 91–92, 207,
309, 328
social presence. See presence
social profiles. See profiles
social sites
interactive sites v., 16
social software. See also support
forums
Dachis Group and, 91
examples of, 91
wiki-based listing, 91, 334
Social Software Adoption effort, 69
Social Software Wiki (Dachis Group),
334
Social Source Commons, 75
Social Target, 131