Social Media Marketing

(^387) ■
INDEX
social technology. See also social
media
business decisions and, 109–137
business objectives and, 343–344,
347
collaboration and, 15
health care example and, 72–74
reach of, 4
social business and, 6–7, 14
social computing policies and, 33
Social Feedback Cycle and, 5
Socialtext and, 31, 75, 76, 78, 91,
135, 137, 171, 185, 235, 253,
339, 340, 347
successful outcomes and, 321–322
touchpoint analysis and, 74,
117–123
Web 2.0 and, 3
“Social Times” (O’Neill), 143, 144,
163
Social Web (Web 2.0)
Bill of Privacy Rights, 303
“Bill of Rights,” 237
engagement and, 11–21
tips for, 165–199
Web 1.0 and, 96
Social Web Connect, 238
Social Web Strategies, 45, 279
Socialcast, 171, 235, 340, 347
Socialtext, 31, 75, 76, 78, 91, 135,
137, 171, 185, 235, 253, 339,
340, 347
socialtext.com, 137
SocialTyze, 94
SocialVibe, 63, 103, 318, 320, 321
Software as a Service (SaaS), 91, 133,
325, 328, 332
Soho Publishing, 44–45
Sohobiztube, 44, 45
Solis, Brian, 149, 152, 283
solution transfer, 69–71
SomaFM, 257
Sony Ericsson mobile phone, 330
Sorg, Dusty, 96
sources
of business analytics, 161–162
sentiment analysis and, 146–148
sentiment/source/volume, 141–143
social graph and, 127–128
Southwest Airlines, 12, 56, 94, 186,
217
spam, 33, 302
Spence, Roy, 56
spend-driven programs (social
presence), 59–61
sports
action, 263, 264, 267, 268, 284
social objects and, 256, 267
spot influencers, 306–307
Star Trek video game, 94
Starbucks
Branded! and, 342
“My Starbucks Idea” ideation
application, 25, 26, 96, 176,
193, 206, 252, 253, 337
No-Splash Stick and, 236, 337
Salesforce.com and, 25, 70, 91,
129, 171, 193, 206, 207,
235, 238, 239
V2V program and, 292
status community, 292
status homophily, 291
status quo, 185–186
status ranking, 292
Step Change Group, 94
Stewart, Jon, 258
“stickiness,” 59, 296, 297, 325
Storer, Jim, 34
Storm Lures, 205
structured “suggestion boxes,” 220
successful outcomes, 321–322
“suggested friends,” 297, 300, 309
“suggestion boxes,” structured, 220
Sun Microsystems, 252, 254
Sunbelt conferences, 314
Super Bowl, 123, 176, 259
Super Wall, 63
support forums, 8, 90–93, 131–132.
See also customer support
curation and, 17
Dell and, 132, 210, 338
negative conversations and, 92–93
self-directed customer support v.,
207, 223
social applications, 346
as social platforms, 104
survey card, Kingfisher Airlines, 336
Susan G. Komen Foundation, 270
Sysomos, 46, 124, 151, 152, 170, 250
Sysomos Heartbeat, 129, 149
Sysomos MAP, 149, 152
T
tags/titles/categories/descriptions
(metadata), 275, 284
“Take Your Own Path” (Dell), 55, 92,
176, 178, 206, 208, 268, 326
talent communities (Gautam Ghosh
Talent Communities), 286
Talk to HT, 210
talkworthiness, 74, 114, 117, 195,
256, 263, 272, 273, 274, 276,
279, 280, 285, 318, 324, 341
Target, 90, 94
Tchibo, 236, 335
TechCrunch, 49
Techrigy, 168. See also Alterian’s
SM2 platform
Telstra, 65, 236, 320
Terms of Use, 33
Texas. See Austin, Texas
Tharoor, Shashi, 224, 225
“think like a fish” approach, 204–206
Thomases, Hollis, 324
Thomases-Kim, Beth, 132
Threadless.com, 191–193
“3D friends,” 261
3-hour rule (flight delays), 214, 215,
216, 217, 219
360 Digital Influence (Ogilvy), 116,
166
tiger poaching, 271, 272
time spent/pages viewed, 23, 67, 125,
154, 155, 158, 311
titles/tags/categories/descriptions
(metadata), 275, 284
T-Mobile G1, 90, 223
TNS, 124, 168
Top Friends, 103, 324–325
touchpoint analysis, 74, 117–123
touchpoints, 117, 124, 176, 234
traditional media
BusinessWeek, 48, 97, 98
collaboration and, 19
consumption and, 15, 16–17, 26,
32, 86, 87, 174, 175, 212,
259, 323, 331
conversations and, 119
engagement and, 11, 15, 21
Inc. Magazine, 48
interruptions and, 4, 57, 258–260,
282, 283, 284
measurement and, 141, 179
social media v., 141–142, 235, 237
traffic leads, 144
transactional activities, 30, 36, 39,
57, 82, 104, 237
transit time/lifetime, 158
transparency, 207, 208
TransUnion, 91
Treadaway, Chris, 327
Trekkies, 95
trend charts, 143
Trop50, 59, 263, 282
Trunk Mobile Radio System, 122
trust
engagement and, 210–211
social capital and, 151–152
Trust Barometer, 48, 50
T-shirt designs, 191–193
Tungle.me, 304
Tupperware parties, 58
Turk, Jeff, 180, 181
Tweet in Klingon, 94–95, 105
Tweetdeck, 14, 73, 127, 128, 129,
242, 297
tweets
Atari’s Tweet in Klingon, 94–95,
105
hospital tweet, 73
short posts and, 148, 256, 284,
318
TweetTone, 147
Twellow, 290, 291, 296
Tw it t er
brand outposts and, 65, 97